Appointment Setters 101: The Key to a Thriving Sales Team

Appointment setters — the unsung heroes of sales.

In today’s fast-paced business environment, having a reliable appointment setting team can mean the difference between surviving and thriving. But exactly what does an appointment setter bring to the table?

In this no-nonsense article, we’ll explore why account executives aren’t the only ones wearing capes as we unpack how appointment setters free up 20 hours a week for the closers on your sales team.

What is an Appointment Setter?

An appointment setter is an entry-level sales professional responsible for identifying, contacting, and scheduling appointments with potential clients for account executives. Appointment setters play a crucial role in the sales process by generating leads and helping sales teams close deals. They are typically the first point of contact between a company and a potential customer.

What Do Appointment Setters Do?

Appointment setters initiate contact with prospects through various channels such as phone, email, and social media, but it’s not all smile-and-dial calling and mass blast marketing. Nowadays, appointment setting teams create targeted lead lists of ideal prospects based on a thorough market analysis. Once they have identified key decision-makers, they will reach out to and introduce the company’s products or services. If the potential client shows interest, the appointment setter will schedule a meeting or call with the sales team.

Appointment setters must have excellent communication skills and be able to build rapport with potential clients quickly. They must also have a good understanding of the company’s products and services and convey the benefits to potential clients persuasively. Additionally, they must have strong attention to detail and be able to accurately document all communications with potential clients.

appointment setters

How Much Do Appointment Setters Make?

The salary of an appointment setter can vary depending on a number of factors, such as the industry they work in, their level of experience, and the company’s location. According to Salary.com, the average base salary for an appointment setter in the United States is around $33,000 per year. However, this can range from $25,000 to $41,000 per year, depending on the factors mentioned above.

How Do Appointment Setters Get Paid?

A company’s structure plays a pivotal role in how appointment setters are paid. Some appointment setters may receive a base salary or base salary plus a commission on any sales that result from their appointments. Others may be paid solely on commission, earning a percentage of the sale for each appointment that leads to a closed deal. 

In some cases, appointment setters may also receive bonuses or incentives for meeting or exceeding certain performance metrics.

How to Hire an Appointment Setter

When hiring an appointment setter, you need to consider a few key factors during the vetting process.

First, you should seek out candidates who have experience in sales or lead generation in your target market and industry. Candidates with a track record of success in these areas are most likely to generate quality leads for your business.

You should also look for candidates with strong communication skills and comfortable speaking with potential clients through multiple channels. Appointment setters must be able to build rapport with potential clients quickly and effectively no matter the platform, so look for candidates who have a friendly and engaging demeanor in both written and verbal communications.

In addition to these factors, you should consider the candidate’s work ethic and ability to work independently. Appointment setting must be self-motivated and able to manage time effectively, as they will often be working remotely or on their own.

Finally, it is essential to conduct a thorough interview process to ensure that you are selecting the right candidate. Ask for references to back up their previous experience in sales or lead generation, as well as their communication skills and ability to work independently.

How to Hire Outsourced Appointment Setters

If you are looking to outsource your appointment setting, here’s what to consider:

First, you should look for a provider who has hired appointment setters with experience in your industry or niche. This will ensure that they have a good understanding of your products or services and can effectively communicate the benefits to potential clients.

You should also look for an agency with a proven track record of success in appointment setting. Look for providers who can provide case studies or references from satisfied clients.

Similarly to hiring in-house, you need to consider the outsourced appointment setters’ communication skills and responsiveness. Make sure that they have a system in place for keeping you informed about the progress of your appointment setting campaigns, and can quickly respond to any questions or concerns you may have.

Finally, consider the cost of outsourcing your appointment setting. While outsourcing can be a cost-effective solution, you must ensure that you receive an acceptable ROI. Look for providers who offer transparent pricing and are willing to work with you to customize a solution that meets your specific needs and budget.

At Martal, we have a team of skilled appointment setters who have experience in a variety of industries and niches. We understand the importance of building strong relationships with potential clients and are committed to providing our clients with high-quality leads that have the potential to convert into sales.


Appointment setters play a critical role in the sales process by generating leads and helping sales teams close deals. Whether you are looking to hire an appointment setter for your in-house team or outsource your appointment setting to a service provider, it is important to consider factors such as experience, communication skills, and work ethic.

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group