Size of the problem + Upfront Value provided = Interest in service = Likelihood of appointment
Using this information, all we need to do is break down how to maximize each component of the equation. Then we apply it into a message structure that has the highest likelihood of booking an appointment.
Size of the problem is the most important factor in this equation. Without a problem of decent size, the upfront value provided will not generate enough interest to create a favorable likelihood of an appointment. When dealing with inbound leads, their problem might not be just “marketing”. We need to train ourselves to see past that smokescreen, and see what is really damaging their business.
Working in direct correlation with the size of the problem, upfront value is the difference maker. Even if a business has a huge problem, they are still chatting with 4 other service providers to solve said problem. We set ourselves apart by first finding the REAL problem. Then, the value we provide them is what determines their end interest. Their minds are thinking, “I got this for free, I wonder what would happen if I took him up on X”.
The only argument against this equation is cases where a prospect will book in without you having to explore either facet of the equation, in which case I would argue it has never happened. I think that it is just fulfilled by other means than conversation. For example, the upfront value could be the size of your IG page, or content you posted in the past. Instead of having it manually enacted, the prospect runs this equation in their own head before deciding to express interest via an inbound lead.
Knowing all this, appointment setting comes to the basis of being able to identify your prospects largest pain point, and then providing the most value. This can be done externally, but in order to create a surefire booking process we must create a manual way