How to Properly Secure an Appointment with a C-Suite Contact

Ok, the big one that everyone has been waiting for!!

Let’s all agree, appointment setting campaigns are tricky, especially when you're targeting C-suite contacts. If the agent managing the outreach hasn’t done their job properly by securing genuine interest, your SDR will be left chasing a prospect who was never really interested in the meeting to begin with. The result? A no-show or a disengaged executive. So, how do we mitigate this and ensure that C-suite contacts not only show up but also have a real interest in learning about your solution?

In this article, I’m going to dive into the top tactics to guarantee your prospect shows up for the meeting with the right level of interest. Whether they convert or not is the salesperson’s job, but getting them to that meeting starts and stops with the agent. Let’s get into it.

1. Personalise the Outreach

When you’re targeting C-suite executives, generic outreach won’t cut it. These individuals are swamped with pitches, and the only way to cut through the noise is through deep personalisation. This doesn’t just mean using their name in an email, it means referencing their company’s recent performance, pain points, and specific industry challenges that your solution addresses.

Top Tip: As I’ve mentioned in previous articles, AI is your friend! Use it to research the executive’s public statements, company reports, and any recent press releases. Use that intel to craft a message that shows you understand their business. The more tailored your outreach, the more likely they are to see the value in what you're offering.

2. Leverage Social and Referrals

C-suite executives respond well to social connections. If someone within their network has recommended your solution or if your company has helped a similar business, make sure to mention it. Referrals from trusted connections or name dropping similar companies you've helped can significantly increase your chances of securing a meeting.

Top Tip: Use LinkedIn to see if you have any mutual connections with the executive. A referral through someone they trust holds a lot more weight than a cold call. If a mutual connection isn’t possible, highlight any case studies involving companies of similar size or industry.

3. Create a Compelling Reason to Meet

Executives are busy – VERY busy! They don’t have time for vague meetings or discovery calls with no clear benefit to them. When scheduling a meeting, you need to clearly communicate what’s in it for them. Instead of focusing on what you want to discuss, present a compelling reason that aligns with their company goals or pain points.

Top Tip: Be specific. Avoid phrases like, “I’d love to discuss how we can help you” and instead say, “I’d like to show you how we helped [similar company] reduce costs by 30% in 6 months.” You’d be surprised how many prospects respond well to sharing stats or referencing work carried out with businesses akin to theirs.

4. Offer Time Sensitive Value

A C-suite executive is more likely to show up if they feel like the timing of the meeting matters. Offering time-sensitive information or a limited-time opportunity can create a sense of urgency that nudges them to attend the meeting.

Top Tip: Consider phrases like, “We’re sharing these insights exclusively with a few key executives before our upcoming launch” or “We’re offering this solution to a select few companies at a discount for the next quarter”. Some would perhaps see this as telling white lies, however, if you believe in the solution or service, the compelling value will be shared in the meeting with the SDR.  

5. Confirm the Appointment - Don’t Overdo It

A gentle reminder the day before the meeting, reiterating the value of what will be discussed, is essential. But don’t overdo it, bombarding them with constant reminders can have the opposite effect and lead them to cancel.

Top Tip: Send a professional, concise confirmation email a day or two before the meeting. Reinforce the value you’ll bring and include a subtle reminder of the time and date. “Looking forward to discussing how we can help you achieve X”.

Again, make it short but sharp and ensure your subject line is also compelling, such as “Excited to Discuss [Benefit] – Confirming Our Meeting” or “Looking Forward to Helping You Achieve [Goal] – Meeting Confirmation”. This keeps your communication focused and enticing, reminding the recipient exactly why the meeting matters without overwhelming them with details.

6. Make Sure Your Agent Is Aligned with the Goal

Make sure your agent is aligned with the goal of securing a genuinely interested prospect. The success of the meeting rests on how well the agent qualifies the lead and garners real interest. If your agent hasn’t properly communicated the value, your SDR will be left following up on a disinterested prospect who agreed to a meeting out of politeness, not genuine curiosity.

Top Tip: Train your agents to ask probing questions during their initial outreach to gauge the prospect’s actual interest. It’s better to have fewer, but more engaged prospects than a calendar filled with meetings that won’t convert.

7. Properly Incentivize Your Agents

The final step in ensuring your prospect shows up is to confirm the meeting appropriately - Incentives! One of the most crucial elements often overlooked in appointment setting campaigns is how your agents are incentivised.

I’ve been there, when incentives are purely based on meetings booked, there’s a natural tendency to rush the process. The focus becomes quantity over quality, and I’ve seen it firsthand (and even been guilty of it myself). Agents push prospects through the funnel too quickly, leading to meetings that never happen or uninterested prospects.

Top Tips: The solution? Stop incentivising just on booked meetings. Instead, incentivise your agents based on metrics that truly matter:

Prospects who actually show up: This encourages agents to ensure the prospect is genuinely interested, not just agreeing out of politeness.

The number of quality touchpoints made: Reward agents for carefully nurturing a lead, whether that’s through multiple calls, emails, or personalised outreach.

Meetings that convert: Offer higher compensation for meetings that lead to closed deals. This not only pushes agents to book quality meetings but also aligns their goals with the success of your business.

Yes, agents will have to work harder, but the rewards are far greater. When your team focuses on quality over quantity, the value to the business skyrockets. Converted leads mean repeat business, longer-term partnerships, and a healthy pipeline that keeps coming back for more.

Ok, lets wrap this one up. Securing a meeting with a C-suite executive isn’t about tricking them into agreeing to a time slot. It’s about garnering real interest and ensuring that they’re excited to learn more about your solution. If your agents do their job right by personalising the outreach, offering real value, and understanding the prospect’s pain points, the rest is in the hands of your sales team.

At DemandPro, we specialise in helping businesses get in front of the right C-suite contacts with the right level of interest. We believe in quality over quantity, ensuring that every meeting is meaningful and moves the needle for your business. Let’s get your next appointment set, with someone who’s ready to listen. I hope you enjoyed, thank you for reading!