An appointment-setting strategy for sales professionals using email. Shared during the May 15, 2012 meeting of the Seattle Chapter of the American Association of Inside Sales Professionals (AA-ISP)

1. Direct Request Appointment Setting (DRAS)
Introduced to Bongarde by Rick Longenecker – Armature Group http://armaturegroup.com
What is “DRAS”?
“DRAS” is an appointment setting strategy using email. Here are the steps:
Step 1 – Send DRAS Email (2-sentence email written from the contacts perspective about their challenges/opportunities)
Step 2 – For those on the list that haven’t responded, wait 7-14 days then send 2nd DRAS Email (this is the exact same
email just sent a second time)
Step 3 – (Optional) For those on the list that haven’t responded, wait 1-3 days and send a handwritten note with the
exact same wording from the Email. Note that the card should be a small plain card with no markings on the card or the
envelope. Recommend that each rep be responsible for handwriting the cards. The small card and handwriting will get
the card past the mailroom and secretary because it’s “personal” in appearance.
Step 4 – For those on the list that haven’t responded, wait 7-14 days then have sales rep call them using the same
wording from the email
How do you create a “DRAS” strategy?
DRAS appointment setting is a methodical approach that involves a support person in the beginning to organize the lists,
assign contacts to the reps and get the process started with the Emails in Step 1 and Step 2. Then the sales reps getting
involved with Steps 3 and 4. This division of labor saves times and money while keeping the process organized and
focused.
This concept is based on the assumption that you should give contacts the opportunity to “say yes” to an appointment
via email first and as a last resort call them. Why? The email is faster, less expensive and less disruptive for the
contact. It’s also more effective than cold-calling alone. When the 2-sentence email is worded correctly the response
rates can be as high as 50-60%. Thus reducing the number of people we need to contact to extract an appointment.
Creating the “DRAS” email:
The key to success with DRAS is the get the “about” statement written from the contacts perspective about their
situation. You will know when you have it right because your response rates will soar from 1-2% to 50-60%. One
recommendation is that at your morning meetings you take a few minutes to brainstorm wording for the “about”
statement.
The sentence should:
• Start with “Hi, I'd like to schedule a brief conversation about…”
• Be non-persuasive and not about us (the company or its products)
• Be a statement about a customer problem or the root cause of that problem
DRAS Joyce Juntunen 5/14/12

2. Best practices for your “DRAS” program:
1. Send 50 emails out and if you don't get a response within 24-hours of at least 20% you should change the
"about" statement and do another test of 50. The key is rapid experimenting. So you need to be running a large
volume of sample groups testing different messages. Use small sample groups of 25-50 people so that you don't
burn out your database.
2. Group the buyers/prospects by their industry sector and then create 3-5 "about" statement sample groups
within each industry sector. Why? Each industry faces different priorities and hot buttons.
3. Engage a series of "advice" calls with current buyers to show them the "about" statements that you're using and
have them help you quickly refine them. Approached properly the "advice" calls can be converted into sales
opportunities...but you have to be careful to not bait and switch the buyer. Advice calls can be conducted by
managers as well to keep learning what problems customers are facing.
4. Hone in on what the buyer wants to schedule time to talk about. What are the problems that they're
facing? Why are they facing these problems? You need to get away from asking to talk about a product or
service. No one wants to talk about that and if they say yes, they are typically "seemore's" rather than
buyers. What's the problem causing the need for the product/service? That's the core of the about.
The chart below is an actual sample of how one company sets appointment setting goals and tracks their
progress. Keep in mind that our first 15-30 days using this approach will most likely not yield a 50-60% yes rate (unless
you get lucky). It’s a methodical process to shift your thinking from what you want to “tell and sell” the buyer on to
what they want “talk about and buy” in the appointment. Note that this client does not send the hand-written
note…they’ve not found the need to…which reduces their appointment setting cost.
DRAS is a great way to go because it’s the least expensive and invasive process to use that can yield very high return
rates. It’s also fun when the reps get involved in crafting the “about” statements. Some clients offer a reward to the
sales rep or employee that uncovers the most successful DRAS “about” statement. This motivates them to engage
contacts to find out what their needs really are and how to word it to get them to respond. How much is it worth to
uncover the “about” statement that generates a 50-60% response rates for appointments?
DRAS Joyce Juntunen 5/14/12

3. DRAS email
Subject: Blank or “Re:”
Hi {FirstName},
I’d like to schedule a brief conversation with you about how to reach more home buyers and sellers when they are ready
to make a move. What does your schedule look like over the next few days?
Enjoy the day.
{Rep Name}
Phone Number
(Note that the signature is plain and simple)
DRAS email:
Subject: Blank or “Re:”
Hi {FirstName},
I’d like to schedule a brief conversation with you about how to stay on top of the deadlines for the recent GHS changes.
What does your schedule look like over the next few days?
Enjoy the day.
{Rep Name}
Phone Number
Advice Call
Subject: Blank or “Re:”
Hi {FirstName},
I’m in the midst of working a project for the CEO of my company, {CEO Name}. I’d like to schedule a brief phone
conversation to get your advice. How does your schedule look? I appreciate your time and look forward to speaking
with you.
Enjoy the day.
{Rep Name}Phone Number
DRAS Joyce Juntunen 5/14/12