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15 Tips to Book More Sales Meetings

Written by:

Sean McAlindin, a business and arts writer, has a decade-long experience in music and culture journalism and recently ventured into business writing.

Edited by:

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

15 Tips to Book More Sales Meetings

15 Tips to Book More Sales Meetings

Have you ever felt like you’re spinning your wheels trying to land sales meetings? Don’t worry – you’re not alone! 

Sales teams often struggle to book meetings with prospective clients, but it doesn’t have to be this way. The good news is that with the right strategies in place, you can significantly increase your chances of getting prospects to say YES to your sales meetings.

In this comprehensive guide, we’ll cover 15 proven tips to help you land more sales meetings, strengthen your relationships with prospects, and ultimately close deals. 

Are you ready to start filling up your sales meeting calendar? Then, let’s dive in!

1. Define Your Ideal Customer

Let’s start with the basics. Who is going to buy your product?

Too many sales reps waste precious time and resources chasing the wrong leads. Instead, build a solid foundation by identifying and understanding your target audience. Familiarize yourself with their biggest challenges and motivations. This way, you can customize your approach and direct your efforts toward the most likely prospects.

Fortunately, in today’s digital age, it’s easier than ever to gather information about potential clients through online market research. There are many excellent customer relationship management (CRM) platforms out there that can help you develop an ideal customer profile (ICP) based on AI-powered market analysis. Use this technology to your advantage and soon you’ll be filling your sales funnel with qualified leads. 

Conduct market research

Market research is invaluable for identifying ideal customers. Learning more about the market in which your business operates allows you to gain insight into your prospective clients’ needs and preferences by examining industry trends, scrutinizing competitors’ strategies, and assessing common challenges. 

Design buyer personas

Buyer personas represent fictional, yet data-driven, profiles of your ideal customers, providing insights into their needs, preferences, and behaviors. To create a buyer persona, the sales rep develops a profile of the most likely prospect for a product using data gathered through research. The data is then used to construct a fictitious person representing the best potential customer. After doing this, the sales rep can use the buyer persona as a compass to help navigate the complex landscape of your target market. The more accurately you can pinpoint prospective customers and their needs, the more likely you’ll be to schedule meetings with them and close deals.

Leverage referrals

There is no better way to increase your chances of business success than by leveraging personal connections. When someone your prospects know and trust recommends you, it goes a long way toward creating a positive first impression. 

Likewise, if you don’t land a sales meeting with one prospect, don’t be afraid to ask for referrals from anyone else they think might benefit from your solution. By tapping into your network of satisfied customers, respectful decliners, and other industry professionals, you can uncover high-quality leads and opportunities that may not be available through traditional sales channels.

2. Research Your Prospect Intensively

So now you’ve zeroed in on an ideal customer. But in reality, every single person in the world is a little bit different. 

Recognizing and selling to those individual quirks, opinions, perspectives, and styles is the secret to connecting with new prospects. It enables you to have meaningful conversations and establish rapport with every person who crosses your path. 

Top sellers spend an average of 6 hours a week researching their prospects. (Hubspot)

Use company websites, LinkedIn, Google, Facebook, Instagram, TikTok, and other social networking sites to get as much information as you can about your prospects before you reach out to them. A well-researched pitch, tailored to unique personalities, customer pain points, business models, and long-term goals, enhances the likelihood of scheduling qualified sales meetings. 

By understanding your prospect’s role in their company, noteworthy accomplishments, advancements, and personal interests, you’ll have the chance to engage with them more effectively and demonstrate your genuine interest in their success.

3. Set Achievable Goals For Each Interaction

Getting to the point of an actual face-to-face sales meeting, or even a virtual one, often requires several steps. Your immediate goal as a salesperson should be to confidently take the prospect to the next stage of the sales process – whatever that may be.

At first, you may just be introducing your prospect to your product. You may be gathering information on their interests and needs, or answering some preliminary questions. Every time you connect with your potential customers, set an achievable goal that will move you closer to a meeting and an eventual sale. 

Some goals to aim for on the road to a sales meeting include:

  • Introducing your product or service
  • Learning more about your prospect’s needs and goals
  • Answering any questions
  • Getting permission to send more detailed information
  • Scheduling an introductory phone call

Every step in the right direction takes you closer to your goal of a productive sales meeting. Celebrate those small successes and keep looking for opportunities to make inroads with your potential customers. 

4. Get in Touch With The Right Person

To reach your goal of getting productive sales meetings, it’s imperative to engage with the appropriate person at any given organization. As a result, it’s often necessary to work your way through customer service representatives, executive assistants, and public relations directors before connecting with the real decision-makers of the organization. 

On the bright side, these conversations give you additional insight into the company’s goals and culture as you get closer to a meeting with the boss. It’s all part of the process of reaching the end goal of meeting with power keepers face to face. 

For more information on how to get in touch with the people you need to, read Making That Sale’s article “How to Navigate Gatekeepers in Sales.”

5. Use Multiple Sales Channels

These days there’s not just one way to get in touch with potential customers. There are dozens.

Some potential sales channels to consider include:

  • Print ads
  • Mailers
  • Cold calling
  • Cold emailing
  • Social media 
  • Content marketing (Blogs, newsletters, surveys, etc.)

It’s often wise to combine various methods to reach a prospect on multiple levels. Different people respond better to different channels, so adapt to whatever works best for your client. Therefore, contemporary marketing teams and sales reps need to be fluent and comfortable with a variety of methods for connecting with customers. 

Making That Sale articles that explore this topic further include: “60 Cold Calling Tips to Close More Sales,” “How to Write a Cold Email,” and “What is Social Selling?”

6. Define a Clear, Compelling Value Proposition

What makes your brand stand out? What really sets you apart from the competition?

The unique benefits you provide should be at the heart of your sales pitch. A clear value proposition outlines why a consumer should choose you over the competition and demonstrates the one-of-a-kind value you can offer. Instead of simply listing features, demonstrate how you can solve prospects’ pain points and enhance their lives in meaningful ways.

It’s not enough to simply offer a great product or service – you need to stand out from the crowd. To differentiate yourself from competitors, showcase the distinctive advantages of your solution. Whether it’s a level of customer support that is unparalleled in the industry, or an innovative feature that no one else has, you have to demonstrate what makes you special.

Pro tip: Offering free consultations and demonstrations is a great way to engage potential clients in a sales meeting.

7. Optimize Your Online Presence

In the 21st century, the world is online.

Optimizing your online presence is essential for attracting the right prospects and making it easy for them to book a sales meeting with you. A professional website, active social media accounts, and engaging online content all make it easier for prospects to learn about your company. 

Make sure your websites are up to date and your social media is full of a range of engaging, informative posts. Highlight success stories, testimonials, and clients to build credibility and showcase the real-world impact of your product or service. This type of solid evidence can spark the curiosity of your prospects and increase your chances of booking a sales meeting.

To take it a step further, build domain expertise and thought leadership through inbound marketing strategies such as blogs, informational articles, and expert video content. Soon, the qualified leads will be coming your way.

8. Invest in Content Marketing

Online content marketing is a powerful tool for attracting and engaging prospects. Creating valuable, relevant, and consistent content displays a verified expertise and professional angle that draws in customers looking for a true industry leader. 

Whether you’re creating informative blog posts or hosting educational webinars, content marketing can help you generate qualified leads and book more meetings. While it can take a significant investment of time and money upfront, the payouts can be well worth the effort. 

Blog Posts

Creating engaging blog posts is an excellent way to showcase your expertise and provide value to your prospects. Quality blog posts help you to:

  • Offer practical insights to your target audience
  • Establish yourself as a trusted resource and thought leader in your industry
  • Address your customers’ challenges in a down-to-earth, relatable way
  • Differentiate yourself from competitors in a non-salesy manner

As you consistently deliver high-quality content that resonates with your potential customers, you’ll be more likely to attract qualified leads and book sales meetings.

Webinars and live events

Hosting webinars and live events is another effective way to educate prospects, generate leads, and ultimately land more sales meetings. Providing valuable information and insights in a live, interactive format, such as virtual meetings or industry conventions, establishes credibility and builds relationships with your ideal customers. 

Webinars provide an opportunity to showcase your product or service in action, address common objections, and answer questions in real time. Through these types of events, you can not only educate prospects about your offering, but also create a sense of urgency around booking a sales meeting to learn more.

9. Choose The Right Moment to Pitch The Meeting

In some way, booking a sales meeting is like asking someone out on a date. Even if there seems to be a mutual attraction, you have to get the timing right. 

Use a CRM platform to monitor the activity of your prospects for sales triggers. Sales triggers are company events or personal milestones that signal a potential need or opportunity for your product or service. By monitoring sales triggers, you can identify the best times to reach out to prospects and maximize your chances of booking sales meetings. 

Company expansion, relocation, new product launches, earning reports, industry developments, and new hires are all potential reasons why a prospect might be interested in a new solution. Keeping an eye on these triggers and responding to them promptly allows you to seize timely sales opportunities and broaden your potential client base.

Identify the best times to call or email your prospects, taking into consideration their time zones and work schedules. Midweek in the morning or later afternoon are, statistically, more effective windows for sales outreach. Once you’ve gotten the conversation started, let your prospect choose the time for the sales meeting to increase the likelihood of their attendance. 

10. Make Everything Personal

In our increasingly connected world, personalization is key to building lasting relationships with prospects. Adapting your outreach efforts to the unique needs and preferences of your target audience fosters a connection that transcends a standard sales pitch. 

80% of consumers are more likely to make a purchase when brands offer personalized experiences. (Epsilon)

Here are some ways to customize your approach:

  • Key in on your prospect’s needs, challenges, and sales goals
  • Ask meaningful questions that engage your audience on a deeper level
  • Listen attentively to their answers and provide relevant, valuable information 

Be open to feedback and willing to adjust your approach if needed to demonstrate your commitment to the customer’s success. This personal touch can go a long way in building trust and rapport with prospects, ultimately leading to more meetings and closed deals.

11. Build Real Relationships Along The Way

As you work towards booking a sales meeting, remember that it’s all part of the process of building a genuine relationship with your prospect. Listen to them and learn about their lives and dreams. Ask real questions that show a true desire to get to know them and help them along their business journey. 

98% of the top sales professionals say relationships are the most important part of generating new business. (

Sales is not a cold, automated process. There is a human element to every meaningful interaction and business venture. It’s that personal touch that can open the door to lucrative opportunities and lasting partnerships, so make it a priority for your sales team to connect with your prospects on a deeper level.

12. Be Clear on The Meeting Parameters

To increase the likelihood of a prospect accepting your invitation, it helps to provide some upfront clarity on the sales meeting parameters. 

Here are some steps to follow:

  • Clearly communicate the agenda, duration, and goals of the meeting.
  • Provide a list of attendees and their qualifications
  • Set expectations for performance and follow-up actions.
  • Create a positive, welcoming atmosphere that clearly shows the meeting’s value

It’s up to you to demonstrate that you have a plan and any time spent in a meeting will be time well-spent. Nobody likes surprises so be clear and upfront from the get-go. This way you make sure you and your potential customer are on the same page with common goals and expectations for the actual meeting. 

13. Always Be Confident

It’s easier said than done, but it always pays to be poised, optimistic, and self-assured as a salesperson. Remember, at this point in the sales funnel, you’re just selling the meeting, not the outcome. You’re really here to help your potential customer meet their goals and solve their problems.

Be persistent, yet respectful when engaging with prospects. Aim to demonstrate unerring faith in your product or service, as you clearly communicate the value you’re offering. Record your successes and view each new situation as a learning opportunity.

“To be confident, you must see yourself as confident,” says Forbes writer Mark Hunter. “Ground yourself in your beliefs and your personal integrity. In the end, you’re the one who will determine your level of confidence.”

14. Remind and Follow Up

Successful business people are, well, busy! Reminding and following up with prospects after booking a sales meeting is essential for ensuring their attendance and the overall success of the meeting. 

Use scheduling tools like Google Calendar or Doodle to manage your calendar and set reminders, making sure you don’t miss out on any opportunities to connect with prospects. Consider time zones when scheduling meetings to accommodate the prospect’s schedule.

Providing value-added information in your follow-up can also help maintain the prospect’s interest and engagement. Share relevant articles, case studies, or testimonials that demonstrate how your product can meet the specific needs of your client. 

By consistently staying in touch with prospects (without overwhelming them), you demonstrate your commitment to their success. This attention to detail can go a long way in increasing the likelihood of a successful sales meeting that ultimately leads to a closed deal. 

To learn more about the art of following up, read Making That Sale’s article “The Importance of Sales Follow Ups.”

15. Listen to Feedback and Respond

To boost your sales meeting success rate, always listen to prospect feedback. Actively hear any constructive criticism they provide, both positive and negative, and use it to pinpoint areas that could be improved in your sales process. By evaluating feedback and making adjustments, you can continually improve your sales meeting success rate and maximize your business efforts. 


Booking sales meetings is essential for driving business growth and achieving sales success. By implementing this actionable advice, you can significantly increase your chances of getting more prospects to attend your sales meetings. With these strategies in place, you’ll be well on your way to skyrocketing your sales success and landing more sales meetings than ever before.

Good luck and happy selling!


What should I do if a prospect doesn't respond to my initial outreach?

Don’t give up after the first attempt. Follow up consistently but respectfully, and consider providing additional value or insights in your follow-up messages. Sale meetings often don’t happen right away. Be persistent while always giving your prospect the benefit of the doubt.

How do I reduce no-shows for sales meetings?

There’s nothing worse than booking a meeting and your prospect doesn’t show up. To reduce no-shows for sales meetings, limit how far in advance your prospect can schedule the meeting and set automated reminders. After scheduling, send your prospect relevant content and a clear agenda that keeps your meeting at the front of their mind.

What role can thought leadership play in booking sales meetings?

Thought leadership can establish your expertise in your industry. Publish insightful articles, participate in panel discussions, and share your knowledge on platforms like LinkedIn to attract prospects who seek expert guidance. Ultimately, prospects who view your brand as an industry leader are more likely to follow through with sales meetings.

What's the best way to handle gatekeepers when trying to reach decision-makers for sales meetings?

To get to the person you want, work to build rapport with gatekeepers, such as executive assistants and customer service representatives. Be respectful of their role, and clearly explain your purpose. Be direct and request a meeting with the decision-maker upfront if that’s what you need.

How can I ensure my follow-up messages are not seen as spammy or annoying?

Avoid excessive follow-ups and ensure each message adds value or addresses the prospect’s needs. Personalize your correspondence, acknowledge any previous interactions, and be respectful of the prospect’s preferences. Don’t repeat yourself unnecessarily. Instead, make sure each successive correspondence adds something valuable to the conversation.

Should I provide a clear agenda when proposing a sales meeting, or is it better to keep it more open-ended?

Providing a brief agenda can be helpful as it sets expectations and demonstrates that you value the prospect’s time. However, it’s always a good idea to leave room for flexibility to address the prospect’s specific needs and questions. Balance is key, as it is with everything else in life!

How do I handle situations where a prospect expresses interest, but isn't ready to book a sales meeting immediately?

In such cases, nurture the prospect with valuable content, such as educational emails or resources, and maintain regular, non-intrusive follow-up. Keep the lines of communication open for when they are ready to move forward. At this stage, it’s all about building a positive relationship. As you continue to establish rapport, the likelihood of getting to an actual meeting increases.