In action movies, sometimes there’s no waiting for the car/plane/ship/sub/robot to get moving. Sometimes everyone just has to scramble as the vehicle moves out and takes off. In such cases, it’s usually because there’s a lot of heat going on.

What about in your appointment setting campaign? Is there are danger to treating it the same way? Are their cases where you just have to make do with what you know about your target market? Can you plan a course during the heat of the moment? What are the things you can’t possibly go without?

Cause for emergency

Sales emergencies come in all sorts. Drops in revenue could force you to take drastic measure. The competition may have suddenly rushed past you. It could also be that your entire target market will simply be too busy to attend any sales meetings for the time being.

In any case, it’s a situation where you’re forced to put all planning and preparation to the back seat and get your appointment setting campaign underway.

There are risks of course. You end up thinking on the fly and your course is uncertain. That’s where knowledge of basic marketing necessities comes in handy.

What every appointment setting campaign needs to start with:

  • Target market – You must at least know to whom you’re marketing too. Without a well-defined target, you risk offering something prospects won’t take interest in. Calls could be rejected while your email hits spam.
  • Contact lists – What’s the point of taking off if you don’t know who to send your message to? Buy off a good vendor. Look to your subscribers. Whatever it takes, you must never start a campaign without a contact list that’s long enough to last you until your next stop.
  • Tools – As with contact lists, have at least one or two channels for marketing. It may be less than the full-blown multi-channel campaign you’ve been hoping for but at least you can start with something.
  • Checkpoints – These are any point in the campaign where you can safely halt, clean up (if not, add up) your contact lists, and then revise your strategy. Good guy or bad guy, nobody goes on the run without stopping by some sort of safehouse.

Finally, don’t expect sailing to be smooth. That’s the price of hasty planning. Then again, emergency take offs could be also be the result of too much planning. Avoid making a habit of one and you won’t have to make the same habit with the other.