What is a Playbook and why is it required for setting appointments?

The five ‘C’s of delivering the same message and techniques.

Many sales professionals will tell you they like to ‘wing it’ on appointment setting calls because they don’t want to sound ‘canned’ or like the proverbial telemarketer.

If you then role play a call with them (or listen in on a call) you’ll hear them fumble their way through the conversation and not get an appointment.

I like to say if you’ve heard the same response more than twice, shame on you if you don’t make the time to fashion exactly how you’ll handle it the next time you hear it. A Playbook does exactly that. It contains:

  1. Concise ways to present your value propositions using Neuro Linguistic Programming approaches;
  2. What to say to start a conversation;
  3. What to say to counter each negative response (you’ve heard more than twice);
  4. Answer any question (you’ve heard more than twice); and
  5. Voicemails to deliver when you don’t get through.

Now, our Playbooks also obviously adhere to our proven methodology—and we’d be more than happy to help you build yours…J. But minimally, make the time to build your own. Then practice, practice, practice until it doesn’t sound like the proverbial telemarketer reading a script. Remember, a good movie is scripted. The actors just learned their lines—and they only have to deliver them once!

The benefits are:

  1. Confidence;
  2. Conciseness;
  3. Competence;
  4. Consistency; and
  5. Conquest

If you’d like more information on the topic of why no team of sales professionals has ever failed to at least double the number of Initial Appointments they were setting after going through one of our programs, give us a call or drop us a line. We love talking appointment making!


Caponi Performance Group and Contact Science jointly market the appointment setting solution called Coldcalling101™.  It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations—the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process.  We can be reached at 817 224-9900 or at bcaponi@caponipg.com. You can also find answers to many of your challenges in our many published articles on LinkedIn and in our books: Contrary to Popular Belief, Cold Calling DOES Work! Volume I: Effectiveness, The Art of Appointment Making and  Volume II: Efficiency, the Science of Appointment Making.

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