How To Make a Sales Appointment Via Email

Booking sales appointments via cold calling and cold emailing are each effective in their own right. However, in terms of efficiency and volume, booking sales appointments via email is unmatched.
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Look out cold calling—there’s a new sheriff in town.

Booking sales appointments via cold calling and cold emailing are each effective in their own right. However, in terms of efficiency and volume, booking sales appointments via email is unmatched.

In this blog, we’ll walk through the basics of crafting a compelling email that’ll make your prospect want to meet with you.

Sales Email Writing Tips

Writing a bad email is easy. But writing a good one is even easier.

How is that possible? Because bad emails are usually the result of being unfocused, pushing too hard, or saying too much.

However, to write a good email, you only need to answer three questions in your copy:

  • Is it clear?
  • Is it concise?
  • Is it compelling?


We call these questions the three C’s. If you can check those boxes, you’re on your way to sending a message that’s better than 95% of anything else in a prospect’s inbox. Think about how many times you’ve read an email and you had no idea what the sender was getting at. Or maybe the email could have been summed up in two sentences instead of the short novel they bombarded you with. If you want prospects to actually read your email, you need to keep your messaging as concise as possible.

Keep in mind that 40% of all emails are initially viewed on mobile devices, so if your content or email subject lines are too long, they’ll be cut off (Source). 

These sales emails aren’t about you, but the prospect, so do yourself a favor and skip the pleasantries. Prospects typically don’t care what your name is or why your company is great. Instead, focus on how your company is an effective solution to their problem and how you’ve been able to help similar companies in the past. You need to explain to them exactly why meeting with you is worth taking time out of their busy schedules.

Write a strong opening line, which could include an industry-relevant statistic related to their pain point. Then, transition into how your product or service can address that issue. Be direct and specific, but don’t give them all the details upfront. You want them to keep coming back for more in the sense that they’ll have follow-up questions or, better yet, want to meet with you about how your product or service can help them.

Make your intent clear when closing out your email with phrases like “I’d love to learn more about your business goals.” This is more effective than ending your email by asking if they want to hear your sales pitch.

How To Write a Compelling Sales Email

Do Your Research

First and foremost, in order to set a qualified sales appointment, you need to do some research. Do your due diligence and learn the basics about the prospect, their company, and the problems they might be facing. A basic understanding of who they are and what they do lets you cater your messaging to them, showing that you took the time to learn about them before just assuming they’re interested in working with you.

Next, as your prospects are making their way through your sales funnel, you should tweak your content accordingly to try and get them to engage or respond to your upcoming campaign emails. Catering your content to their journey will inevitably increase the odds that your prospect will convert down the funnel.

It’s also beneficial if you can identify a prospect’s intent. Are they looking to make a purchase or are they just searching for information? Through tools like Zoominfo, Bombora, and Lead Forensics, you can easily categorize prospects based on their intent, which can help you personalize your email even further. For example, if a prospect is just looking for information, you can alter your messaging to avoid coming off too salesy and instead provide a resource or two that can help them find what they need.

You might think this type of email is a lost cause, but that couldn’t be further from the truth. By providing the prospect with valuable information, they’ll see you as a trustworthy expert in the field. And when they’re ready to make a purchase, they’ll be more likely to turn to you first, since you’ve established a relationship with them.

Focus on Learning, Not Converting

It’s easy to get caught up in the moment and directly ask a prospect for a meeting to cut through the red tape. However, emails that begin with an attempt to book a meeting right off the bat are rejected by 90 to 97% of prospects (Source). Instead, entice them by detailing how your product or service can help them. How can working with you help them solve their pain point or reach their revenue goals?

By taking this approach, you’re making sure you ask the right questions to learn whether it makes sense to work together.

If you generate enough curiosity from your prospect, you’re increasing your chances that they’ll ask YOU to meet so they can learn more about why your solution is the right fit for their business.

Clear Call to Action

By including clear calls to action in your emails, you empower the prospect to take action without making them feel like they’re being forced into anything. Always simplify the process for your prospects. It’s also important not to be vague in your calls to action since you’re trying to point your prospects to a specific action.

Top-performing CTA’s tell your audience exactly what you want them to do:

  • “Download Your Copy”
  • “Meet With An Expert”
  • “Learn More”
  • “Subscribe Today”
  • “Book Your Appointment”


Finally, you should include a link to a page on your website (like a process page) to drive traffic, or include a piece of your company’s marketing resources, such as an eBook, white paper, or blog post, that’s relevant to the problem they’re experiencing.

Key Takeaways

You don’t need a 30-minute guide, a 10-week workbook, or a 50-hour webinar to learn how to book more sales appointments via email. Simply apply these best practices when crafting your emails, and before you know it, you’ll be buried in sales meetings and new business.

If you’re still struggling to make sales appointments via email, it might be time to consider outsourcing your efforts. Sapper Consulting acts as a natural extension of your existing sales team by crafting unique and creative email content for your target audience. Learn more about what makes our process different.

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About The Author

About Sapper Consulting

Sapper's sales prospecting team becomes a natural extension of your existing sales efforts, helping you find new leads that are a great fit for your business.

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