What’s Working in Prospecting Today: How to Get More Appointments with Decision-Makers

Prospecting has changed dramatically over the last few years. Decision-makers are harder to reach, inboxes are overflowing, and traditional cold calls often go unanswered. Yet, the sales professionals who adapt to these changes are booking more appointments than ever. So what’s working right now – and how can you connect with real decision-makers in a meaningful way?

1. Personalization at Scale
Generic outreach is dead. Modern buyers can spot a templated email instantly. The same with an AI-developed message. The key to success is contextual personalization – referencing a specific trigger event, company initiative, or pain point. Tools like LinkedIn Sales Navigator, Apollo, and others make it easier than ever to find relevant data and tailor messages at scale. The goal is to show that you’ve done your homework and understand what matters to them.

2. Multichannel Touchpoints
Decision-makers rarely respond to a single cold email. Top-performing reps use 6-10 (sometimes as many as 18) touchpoints across multiple channels – email, phone, direct mail, LinkedIn, and personalized video. For example, sending a short video intro on LinkedIn after an initial email can increase response rates by 30-40%. It’s about consistency and variety, not spam.

3. Value-First Messaging
Instead of leading with your product, lead with value. Offer an insight, a relevant case study, or a short audit. Decision-makers are open to conversations that help them solve real business problems. Show them you understand their world and are not just sending thousands of messages to random people, hoping someone “bites.” Your goal isn’t to pitch – it’s to earn a conversation by demonstrating credibility.

4. Timing and Triggers
Reaching out when there’s a buying signal – such as a funding round, leadership change, a new challenge, or new strategic initiative – can double your appointment rate. These “intent triggers” show that the company is likely evaluating new solutions. Do your research. Set alerts for your best prospects so that you keep up to date on what’s going on for them.

5. Human Follow-Up
Persistence still pays – but it needs to be polite, professional, and human. Most meetings are booked after the 5th or 6th touchpoint. Some studies suggest it takes 12-18 touchpoints to get a response. Shorter, targeted messages tend to outperform long, complicated messages. Everyone is busy…get to the point.

In 2025, and going into 2026, the best prospectors aren’t just cold calling or spamming email lists. They’re combining data, personalization, and authentic communication to start real conversations with the right people – at the right time.