How to start a business and get an appointment
Approaching a company (B2B) cannot be improvised: it consists in identifying a qualified target, in choosing the most suitable contact channel (telephone, email, social networks) and in proposing a concrete solution to a specific problem. To structure your approach in a global way (targeting, sequences, KPI), also consult our complete guide to B2B prospecting.
To succeed in 2026, you need to move from an aggressive sales logic to an advisory, structured and methodical approach. This guide details the fundamental pillars for turning your cold prospects into loyal customers, by integrating the answers to the most frequently asked questions on the subject.
Preparation: defining your Core Target (ICP)
Before you even reach out to the first prospect, you need to know exactly who you're talking to. The most common mistake is wanting to sell to “all businesses.” Effective prospecting starts with the definition of your Ideal Customer Profile (ICP). Many businesses choose to clarify their ICP with a B2B prospecting agency in order to avoid campaigns that are too broad and unprofitable.
To segment your market, rely on these criteria:
- Industry: What areas need your solution the most?
- Company size: Are you targeting small businesses, SMEs or large accounts? The sales cycle will be radically different.
- Decision-making contact person (Persona): Who signs the check? The CEO, the HR manager, the marketing director?
Once the target is defined, creating a clean prospecting file (via LinkedIn Sales Navigator or databases) is essential in order not to waste time. However, be careful not to fall into the trap ofbuy email databases unverified, which damages deliverability and your image.
How do I find businesses to canvass?
To identify your future targets, start by using professional social networks like LinkedIn by filtering by sector and position. You can also consult specialized directories (Kompass, Societe.com) or monitor fundraising and recruitment, which are often strong buying signals indicating that a business is growing and has needs.
Bon à savoir
La qualité de la donnée est plus importante que la quantité. Selon une étude de HubSpot, les commerciaux passent près de 17 % de leur temps à saisir des données ou à rechercher des informations manquantes sur leurs leads, au détriment de la vente pure.
The legal framework: Prospecting in compliance with the RGPD
Many salespeople are hesitant to start for fear of sanctions. It is crucial to distinguish B2C prospecting (towards individuals) from B2B prospecting (between professionals). In France, the legislation is more flexible for B2B, but it imposes strict rules of relevance.
Is it forbidden to canvass a business by email?
No, B2B email marketing is authorized without prior consent (opt-out), under two strict conditions. First, the subject of the solicitation must be related to the profession of the recipient. Second, the recipient should be able to easily unsubscribe and be informed of the origin of their data.
Always make sure that your database is legally established and that you offer an unsubscribe link visible in your “Cold Outreach” emails.
Choosing the right prospecting channel
There is no “magic” channel, but channels adapted to your target and your ease. A multi-channel strategy (combining several contact points) often offers the best results.
Here is a comparison to help you choose:
If you prefer the telephone, consult our A complete guide to cold calling to structure your scripts and better manage live objections.
Is it better to send an email or to call?
The ideal is not to choose one or the other, but to combine the two in a prospecting sequence. Send an email to present your added value, then call 48 hours later with reference to this email. This “combo” approach greatly increases your chances, because the prospect has already seen your name go by.
Structuring your commercial approach and pitch
Once contact is established, you only have a few seconds to convince. Whether oral or written, your speech should be focused on the prospect, not on you. Forget 10-minute institutional presentations about the history of your company.
Use the AIDA method to structure your message:
- Attention: A catchphrase that appeals (e.g. mention news about the target company).
- Interest: Talk about theirs problem (pain point) to show that you understand their challenges.
- Desire: Present your solution as the ideal remedy, by providing social proof or numbers.
- Action: Propose a clear next step (a 10-minute call, a demo, the sending of an audit), without asking for an immediate financial commitment.
A good prospecting script often relies on structures like AIDA to capture attention and guide the conversation to an appointment.
How to present yourself to solicit?
Your presentation should be an “Elevator Pitch” of less than 30 seconds. Give your name, your company, and especially the “Reason of Appeal” (RDA). For example: “Hello [Name], I am [Name] from [Company]. I am calling you because I saw that you are recruiting salespeople and I am precisely helping companies to reduce their training time by 50%.”
Bon à savoir
La personnalisation est la clé. Les emails de prospection dont l'objet est personnalisé ont un taux d'ouverture 50 % plus élevé que les objets génériques. N'utilisez jamais de templates copiés-collés sans les adapter au contexte du prospect.
Overcoming common objections
Prospecting is a resistance game. You will face rejections. The difference between a good and a great salesperson lies in their ability to deal with these objections to bounce back, or to accept that the prospect is not qualified at the moment. The control of objections is part of a broader logic of Techniques to close sales, essential to transform a simple exchange into a concrete opportunity.
Here's how to respond to the most common obstacles:
How to respond to a refusal to canvass?
Never take a refusal personally. Stay courteous and professional because it's a small world. Just ask for permission to contact them again in 6 months or ask if they know anyone else in their network who might need this. Always leave a door open (“Nurturing”).
Recovery: the secret of conversion
This is where the difference between a failure and a sale comes into play. The majority of salespeople give up after the first refusal or lack of response. However, a business decision maker is often called upon and may simply have missed your first attempt, or be interested but overwhelmed at the moment.
Set up a systematic follow-up rate:
- D+3: Simple reminder to ensure good reception (“Did you have the opportunity to read my previous email?”).
- D+7: Additional value added (case study, relevant blog post, webinar invitation).
- D+14: “Break” message or last attempt before the file is closed.
A well-thought-out pace significantly increases the Make a B2B appointment, a real performance indicator of a canvassing campaign.
The objective is not to harass, but to stay in the mind of the prospect (“Top of mind”) until they are ready to discuss.
When do you follow up with a prospect who doesn't respond?
It is recommended to space out your reminders progressively (3 days, then 7 days, then 14 days, then 1 month). Vary the channels: if email doesn't work, try an approach on LinkedIn or a phone call. Stop after 5 to 7 unanswered attempts to avoid coming across as spam.
Bon à savoir
La persévérance paie : 80 % des ventes nécessitent au moins 5 actions de suivi (appels ou emails) après le premier contact. Pourtant, 44 % des commerciaux abandonnent après une seule relance.
Tools to automate your process
Starting manually is possible at first, but quickly becomes unmanageable. To scale up, equip yourself with a CRM (Customer Relationship Management) such as HubSpot, Salesforce, or Pipedrive. To go further, discover how to structure a automated prospecting efficient without sacrificing personalization.
These tools allow you to centralize information, program reminder reminders and track the history of exchanges.
For emailing, “Sales Engagement” tools (such as Lemlist or Waalaxy for LinkedIn) allow you to create automated scenarios while maintaining a touch of personalization. However, never forget that the tool does not replace the strategy: a bad automated message to 1000 people will only multiply the failures by 1000.
Summary: The 4 key steps
Approaching a business is an iterative process that requires method and rigor. To maximize your chances of conversion, keep this summary in mind:
- Targeting (ICP): Don't waste energy on off-target prospects. Qualify before you call.
- Message (Copywriting): Talk about their problems, not your product. Be concise.
- Multichannel: Be present where your prospects are (Email + Tel + LinkedIn).
- Follow-up: The sale is made as part of the follow-up. Be resilient and organized.
