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B2B Appointment Setting Scripts with Free Templates & Examples

b2b appointment setting scripts

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Are you tired of hit-or-miss efforts in securing business appointments and failing to convert leads into actual sales? 

If yes, it's time you arm yourself with the right tool to turn things around. B2B appointment setting scripts are your answer. 

They help you effectively communicate your value proposition and schedule appointments with potential clients.

Studies have shown that 48% of all salespeople never follow up after their first contact with a prospect. As per the same source, 64% of companies admit they do not have any organized script to nurture leads. 

Therefore, it leads to poor appointment setting rates. That's why having a well-written script is crucial for your success and one of the critical steps of the B2B appointment setting techniques

In this guide, you will discover various B2B sales script types, templates, and examples. These practical samples will save you time and increase your chances of closing deals.

What Is a B2B Appointment Setting Script?

An appointment setting script is a pre-written conversation guide used by your SDRs (Sales Development Representatives) to schedule appointments with potential customers

It ensures your SDR:

  • Covers all the key points
  • Stays focused on the objective
  • Follows a consistent approach when communicating with potential clients 

The script typically includes:

  • An introduction
  • A value proposition
  • Questions to ask the prospect to determine their interest in scheduling an appointment

Its end goal is to make the conversation more structured, efficient, and effective – resulting in a higher rate of success in closing deals.

Types of Appointment Setting Scripts

There are several types of B2B appointment setting scripts. However, the two most popular and effective ones include – 

  • Cold calling scripts
  • Email outreach scripts

Depending on your target audience, company, and industry, different script types might work better than others. Hence, it's important to test and optimize your script over time.

1. Cold Calling Script

A cold calling script acts as a guide, walking you through the process of reaching out to potential customers who don’t even know your brand.

This script is the perfect tool to help you:

  • Overcome Objections: Address concerns persuasively and informally.
  • Build a Connection with Prospects: Establish rapport, trust, and a sense of understanding from scratch. 
  • Schedule Appointments: Communicate the value and benefits of your meeting. Ensure the prospect sees a clear reason to invest their time. 
  • Close Sales: Effectively negotiate, presenting your solution's value proposition and guiding the prospect toward a favorable decision.

In your overall outreach strategy, you would use the cold-calling script after initial lead generation efforts have been made. The script aims to start the conversation with your prospects and move them toward making a decision.

Using a well-crafted script can make a significant impact on your sales efforts. The script provides structure and guidance to stay focused during the call. As such, it leads to increased efficiency and higher conversion rates. 

Moreover, it ensures the key messaging stays consistent across all calls, maximizing your chances of success. You can prepare a phone follow-up script to ensure consistency with the previous message.

When executed correctly, the results of using a cold-calling script can be excellent. Following the script, you can set more appointments and close more deals. Not only that, but you'll also project a professional image. After all, your prospect experiences a well-prepared SDR entirely focused on their needs.

2. Email Outreach Script

An email outreach script is a pre-written message you can personalize and send to your potential clients. 

The timing of when you send this message will depend on the sales process you're using. But it's typically sent after your initial outreach, such as a cold call or direct mail piece.

With an email outreach script, you're saving yourself time and effort by having a go-to message ready to send. Plus, you can make sure you cover all the important points and keep your messaging consistent with each outreach.

The benefits of using an email outreach script are numerous. You'll enjoy:

  • Increased efficiency
  • Improved personalization
  • The ability to track and measure the success of your outreach efforts

The result? 

  • More meetings and calls with potential clients
  • Higher conversion rates
  • More closed deals

So, you streamline your outreach process by using an email outreach script. Moreover, you set yourself up for success. Your focus can shift to what really matters: building relationships and closing deals.

What’s the Significance of Having an Appointment Setting Script?

You may be wondering why you need a written appointment setting script. The answer is simple: it can bring numerous benefits to your sales process.

  • Detailed Roadmap: When you use a script, you have a roadmap for your conversation. A roadmap reduces the risk of forgetting essential points and increases your confidence.
  • Consistency in Communication: You can ensure every call you make to schedule appointments follows a consistent approach. It makes it easier for your prospects to understand your value proposition.
  • Better Time Management: A script allows you to streamline your calls, making the most of your time and avoiding unnecessary back-and-forth with potential clients.
  • Improved Conversion Rates: Using a script increases your chances of successfully securing appointments and closing deals. 

Having a written appointment setting script can make a big difference in your sales performance. 

How to Write Effective B2B Appointment Setting Scripts

Are you ready to create an effective B2B appointment setting script? Here are the steps to follow:

1. Define Your Target Audience: To create a script that resonates with your potential clients, you need to know who they are. Consider factors such as their industry, job role, and pain points to create a targeted script.

2. Identify Your Value Proposition: Your value proposition should be clear and concise. It should communicate the unique benefits you offer your potential clients and why they should schedule an appointment.

3. Outline the Key Elements of Your Script: Decide on the key elements that should be included in your script, such as an introduction, questions to ask the potential client, and a call-to-action to schedule an appointment. 

Here’s a breakdown of the key elements.

  • Greeting and Introduction: Start your call with a friendly and professional greeting, introduce yourself, and explain the purpose of your call.
  • Qualifying the Prospect: Use questions to determine whether the potential client fits your product or service well. This helps ensure you are spending your time on qualified leads.
  • Presenting the Value Proposition: Clearly communicate the benefits of your product or service. Also, explain why the potential client should schedule an appointment with you.
  • Overcoming Objections: Anticipate common objections and prepare responses to address them effectively.
  • Scheduling the Appointment: Use a CTA (Call-to-Action) to ask the prospect to schedule an appointment. Provide them with options for dates and times.
  • Closing and Next Steps: Sum up the key points of your conversation and thank the potential client for their time. Offer any follow-up information they need.

4. Use a Conversational Tone: Your script should sound like a natural conversation, not a script. Avoid using jargon or complex language. Keep the tone professional but friendly.

5. Test and Refine: After writing your script, test it with a small group of colleagues or customers. Use their feedback to refine and improve your script until you are confident in its effectiveness.

Appointment Setting Script Templates

We're now going to show you how to create appointment setting scripts that actually deliver results – via two real-life examples. Plus, we'll even provide you with tried-and-true templates that have never disappointed us. 

We’ve created the samples as per our own experience. You can edit and customize them as per your specific needs and preferences. Note that our samples focus specifically on appointment setting via phone calls and emails. 

1. B2B Cold Calling Script Templates with Examples


Here is a script outline that can be tailored to your requirements. Feel free to make any changes as desired.

Stage Description
Opening Statement Start with a simple greeting and make sure your appointment setter is energetic. If you're recording the call, let the prospect know. Verify that you're speaking to the intended prospect, and greet them by their first name to build rapport. Tell them why you're calling and tell them of your offer. Have a script ready for FAQs and a quick elevator pitch.
Qualification (optional) This stage is optional, but it allows you to determine which closer to hand off to and which solutions to offer. If the lead generation campaign only brings in targeted leads, this stage may not be necessary. Ask qualification questions, but prepare the prospect first.
Scheduling The main purpose of the appointment setting script. Give the prospect options with a bit of urgency and book the nearest date available. Check the available times with the closer.
Closing Statement End everything on a high note and get the prospect excited for the meeting. Confirm the time slot.


As per the above template, let’s now check out a sample example of a cold-calling script:

Opening Statement

Appointment Setter: Good morning/afternoon [Prospect’s Name], this is [Your Name] from [Your Company]. How are you today?

Prospect: I’m good, thank you. How can I help you today?

Appointment Setter: Great! I wanted to hop on a call with you to introduce our new product. I wanted to see if I could provide more information and answer any questions you might have. Would you be available for a quick chat?

Prospect: Sure, I have a few minutes now.

Appointment Setter: Great! Before we begin, I just wanted to let you know that I’ll be recording this call for quality and training purposes. Is that okay with you?

Prospect: Yes, that’s fine.


Appointment Setter: Thanks, [Prospect’s Name]. First, can you tell me a little about your current [business/industry] needs?

Prospect: Well, we’re looking for a way to [specific need].

Appointment Setter: I see. Our [product/service] is specifically designed to help with that. Have you worked with similar solutions in the past?

Prospect: Yes, we have. But we’re not completely satisfied with the results.

Appointment Setter: That’s why I wanted to have this conversation. Our solution is different in that it [key differentiation]. Would you like to learn more about it?

Prospect: Yes, I would.


Appointment Setter: Great! Our team of experts is available to meet with you next week. How does Monday at 2 PM or Wednesday at 10 AM work for you?

Prospect: I’m free on Wednesday at 10 AM.

Appointment Setter: Perfect! I’ve gone ahead and booked that slot for you. We’ll be sending you an email confirmation with all the details.

Closing Statement

Appointment Setter: Thank you so much for chatting with me today, [Prospect’s Name]. I’m really excited for you to learn more about our solution and see its impact on your [business/industry]. 

If you have any other questions in the meantime, don’t hesitate to reach out. Looking forward to our meeting next Wednesday at 10 AM. Have a great day!

Prospect: Thank you, [Your Name]. I’m looking forward to it as well.

Appointment Setter: You’re welcome. Have a great day!

2. Email Outreach Script Template and Example

Let’s check out a template for an Email outreach appointment setting script:

Stage Description
Opening Statement Commence with a simple greeting. Personalize the email and mention their name. Briefly explain the purpose of the email and the value you're offering. Provide a clear CTA.
Qualification (optional) This stage is optional. Ask relevant qualification questions to better understand their needs and determine whether they fit your offering well.
Scheduling Offer potential meeting dates and times and ask for their availability. Provide a clear CTA.
Closing Statement Thank them for their time and express excitement about the potential meeting. Provide contact information and a clear CTA.


  • Greet the potential client
  • Introduce yourself and your company
  • Explain the purpose of your email
  • Highlight the key benefits of your product or service
  • Offer to answer any questions and provide additional information
  • Close the email by inviting the potential client to schedule a call or appointment


Here is an example template for an Email outreach appointment setting script:

Subject Line:

[Your Company] Invitation to Discuss [Prospect's Pain Point]

Email Body:

Dear [Prospect's Name],

I hope this email finds you well. My name is [Your Name], and I am with [Your Company]. I came across your company and believe that [Your Company's Solution] could help you address [Prospect's Pain Point].

At [Your Company], we specialize in providing [Your Company's Unique Value Proposition]. I would love the opportunity to discuss this further with you and see if there is any way we can help.

Would you be available for a quick call to discuss this further next week? I understand that your time is valuable, so I promise to make the call as productive and concise as possible.

Please let me know if this works for you, and if not, I would be more than happy to find another more convenient time.


Thank you for considering my request. I look forward to speaking with you soon.
Best regards,
[Your Name]

Wrapping It Up

Appointment setting scripts are crucial for successful B2B companies and can significantly impact the outcome of the call. 

With a well-crafted script, you can ensure you are presenting the best possible image of your company and making a solid first impression. That's why choosing a credible and top appointment setting company to help you create your scripts is essential.

That being said, if you want more insights on crafting the right scripts, our experts at Revnew are here to help. Reach out to us, and we will guide you through the entire process.

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