Introduction & Context
We have been consistently booking 10-15 highly qualified Appointments from Linkedin for well over 1 year now for our Agency, Six Figure Consulting
And there is a reason behind it.
It’s SOP or Standard Operating Procedures for short
The purpose of this SOP is to provide a clear, repeatable system for SDRs or appointment setters to generate qualified appointments for the agency through LinkedIn and cold email outreach.
It doesn’t matter who that person is, because let’s face it, you may change setters, but you should never change the system they follow
A successful SDR or an appointment setter must cut through the noise by combining personalization, consistency, and multi-channel touchpoints. This workflow ensures:
Every lead is qualified and enriched before outreach (so time isn’t wasted).
Prospects are nurtured through a proven sequence of DMs, emails, and comments until they respond.
CRM systems like Breakcold are used to stay organized, never missing a follow-up.
Setters maintain visibility and authority on LinkedIn by posting and engaging daily.
Performance is tracked and incentivized, ensuring everyone is aligned on results.
This SOP is designed for new and existing SDRs or appointment setters, ensuring that, regardless of experience, they can:
Start their day with a clear structure.
Use the right scripts and templates for outreach.
Know when and how to follow up without spamming.
Keep all activities documented and transparent for clients and managers.
When executed consistently, this system generates 10-15 qualified appointments per month per setter, while building long-term visibility for the agency and its clients.
Key Principles to Follow as a Setter
Before diving into the step-by-step workflow, keep these guiding principles in mind. These are the rules of the game that ensure consistent results:
Consistency beats intensity – It’s better to send 30 quality follow-ups daily than 100 rushed messages once in a while.
Personalization > Automation – Tools help, but leads respond to authentic, human outreach that shows effort.
Follow-up is mandatory, not optional – Most calls are booked after 2–4 touches. Never stop after just one message.
Context first, pitch second – Start with why you’re reaching out (recent activity, hiring signal, engagement), then introduce the offer.
Document everything – If it’s not in the CRM, it didn’t happen. Always update tasks, notes, and pipeline stages.
Leverage multi-channel – Don’t rely only on LinkedIn. Email, comments, and even WhatsApp (when appropriate) increase conversion chances.
Quality pipeline > big pipeline – 50 well-qualified, engaged leads are better than 500 random contacts.
Think like the prospect – If you received this message, would you reply? If not, rewrite before sending.
Inbound = gold – Anyone who engages with our posts, page, or ads is warmer than a cold lead. Prioritize them.
Track, learn, improve – Use templates and frameworks, but don’t be afraid to test and share what’s working with the team.
Note: If you’re looking to find an SDR or Appointment Setter, feel free to visit out LinkedIn Group here of 900 members to post a Job Post for Free
1. Lead Qualification & Preparation
Before outreach, every lead must be qualified.
Unqualified prospects waste time, hurt reply rates, and frustrate the SDRs. A structured process ensures consistency.
Ensure you clearly understand who you want to reach out to as your Ideal Dream Client or Prospect.
Example Qualification Checklist
Company Size: At least 10+ employees or $100k+/year in revenue (target criteria).
Decision Maker Titles: CEO, Founder, Managing Director, Partner, Head of Sales, Head of Marketing, Chief People Officer, HR Director.
Industry Fit: Agencies, Consulting, HR, SaaS, or B2B firms (not real estate, B2C, or freelancers).
Engagement Signals:
Active on LinkedIn (posts or comments within the last 30 days).
Hiring signals (job postings, team expansion).
Recently engaged with similar influencers or competitors.
Once you identify the right prospect, you can start building a lead list on tools like Apollo to initiate the outreach.
AI Qualification Prompt to Qualify Leads
In the old days, we used to manually qualify leads by visiting their profile, websites, etc.
But since we now live in the age of AI, we need to optimize our processes to save time, costs, and generate more results faster.
Use this prompt on Chat GPT or Claude before sending outreach messages:
“Review the following LinkedIn profile or company website. Based on their size, industry, and role, determine if they are a good fit for B2B appointment-setting services priced at $600+/month. Respond with YES or NO, and if YES, provide 2-3 reasons why they qualify.”
Note: At Six Figure Consulting, we automate this step for ourselves and our clients using AI and Automation tools like Clay.
2. Outreach Strategies
Now that the outreach list is created and qualified, the appointment setter or SDR can leverage LinkedIn DMs + Cold Email + Comments to initiate the outreach.
Each channel works together to increase visibility and build trust.
LinkedIn DM Framework for Initial Outreach
Day 1 – Icebreaker DM (No pitch yet)
“Hey [First Name], noticed your post on [topic] recently. Curious — how are you handling [specific problem] at [Company]?”
Day 3 – Light Pitch DM
“We’ve been helping similar [role/industry] streamline outbound without extra headcount. If it’s relevant, I can share a quick 2-min video — want me to send it?”
Day 6 – Follow-Up DM
“Circling back here — I thought of you because we just ran a campaign for a [similar business] and booked [X results]. Worth a chat?”
Day 10 – Final DM
“No worries if now’s not the right time — happy to reconnect later. Just thought this might save you time scaling outbound.”
Note: At Six Figure Consulting, we automate this step for ourselves and our clients using AI and Automation tools like Getsales.
Cold Email Framework
Subject Lines (2–3 words max for curiosity)
“Quick question”
“Outbound idea”
“Circling back”
Email 1 – Personal Hook
Hi [First Name],
I saw [specific signal about them, e.g. hiring, funding, etc] and thought this might be useful.
We help [ICP] generate qualified appointments by running multi-channel outreach (LinkedIn + Email) without requiring extra sales hires.
Would you be open if I sent you a short video explaining how this works?Email 2 – Proof & Case Study
Hi [First Name],
Just following up — we recently ran a campaign for [similar company] and booked [specific results].
Happy to share the system if it makes sense. Does [day/time] work?Email 3 – Gentle Close
Hi [First Name],
Haven’t heard back, so I’ll assume timing isn’t right. No worries. If outbound becomes a priority, would you like me to circle back in a few months?Commenting Strategy
The goal: visibility + authority + inbound.
Daily Actions:
20–30 comments/day on ICP’s posts or similar influencers.
Avoid freelancers or irrelevant profiles.
Use value-based comments, not “nice post.”
Comment Examples:
“This is so true. We tested this with a campaign last month — reply rates doubled when we added this step.”
“Interesting point! Curious, have you found LinkedIn DMs outperform email when it comes to getting meetings?”
3. Follow-Up Strategies
The follow-up process is the difference between a booked call and a lost lead.
Many prospects will ghost after showing initial interest — setters must first reactivate them and the relationship.
Follow-Up Scripts
Re-Engagement (Lead Ghosted Before Booking)
Subject: “Circling back on our convo…”
Hi [First Name],
Just wanted to check in — last time you seemed interested in exploring outbound. Did this fall off your radar?
Happy to pick this up whenever you’re ready.Soft Reconnect (Missed Calendar Booking)
Hi [First Name],
Noticed we missed getting the call scheduled — no problem. Would you like me to resend a few available slots?Engagement-Based Follow-Up
Hi [First Name],
Saw your recent post/comment on [topic]. It reminded me of our chat on outbound.
Should we revisit this?Follow-Up Frequency
Day 2 after first DM or email → light nudge.
Day 5 → new angle, add social proof.
Day 10 → last soft reminder.
Day 20+ → long-term reactivation (every 2–3 months).
4. CRM Management (Breakcold)
The CRM is the heartbeat of this process.
Proper tagging, ownership, and tasks = an organized pipeline.
This is where we use Breakcold to manage our pipeline, as it can sync leads from Google Inbox, Linkedin, Facebook, WhatsApp, Instagram, etc., all in one place
CRM Setup
Each sales rep or appointment
setter has their own LinkedIn account connected.
Leads must be tagged by stage (New, Contacted, Follow-Up, Call Scheduled, Closed).
Assign yourself as Owner for accountability.
Task Management
Create follow-up tasks for every lead (set due dates).
Example: DM sent → create follow-up task in 3 days.
Use CRM reminders (#followups channel) to stay consistent.
Engagement Tracking
Anyone engaging with your posts → manually add them to CRM.
Tag them as “Warm Lead – Engaged.”
These leads often convert faster.
5. Profile Optimization
Setters’ profiles act as mini-landing pages.
Prospects check them before replying.
Ensure your team member’s profile represents your brand and the company professionally.
Here’s the profile of my team member as a reference.
Optimization Steps
Banner Image: Clear value statement (“We help B2B companies generate qualified appointments with LinkedIn + Email”).
Headline: Role + value (“Appointment Setter | Helping Agencies Book Qualified Meetings”).
About Section: Short + benefit-driven.
Content Posting: Use the manager’s or the company page’s content with your own picture for credibility.
Posting Routine
1 post/day from the provided content.
Use AI to repurpose longer posts into short form.
Mix in personal touches (photos, short stories).
6. Setter KPI Management
This is where the fun begins.
Tracking and Understanding Data every week is what we suggest.
We have tried daily tracking as well, but have found weekly tracking a better metric if the flow is not that high, but you can track things daily.
A simple weekly report gives clients visibility while saving time.
Weekly Sheet Fields
Number of new DMs sent.
Number of follow-ups sent.
Number of comments posted.
Number of appointments booked.
Notes on prospect feedback.
Expectation: Fill the “Setter Follow-Up” tab once a week, every Friday.
Note: If you’re looking for a copy of this tracking sheet, reply to this email, ‘Sheet’ and I’ll send it your way.
7. Example Daily Workflow (Setter Routine)
Hour 1
Review CRM tasks due today.
Send follow-up DMs/emails first.
Hour 2
Engage: 10–15 LinkedIn comments.
Add new engaged leads to CRM.
Hour 3
Send new DMs (5–10).
Draft personalized pitches using AI.
Hour 4
Manage CRM tagging/ownership.
Check the team Slack for updates.
Hour 5
Post content from the manager’s profile.
Do the final batch of comments + wrap up the daily setter sheet notes.
BONUS Scripts Collection
DM Opener (Recency-Based Personalization)
“Hey [First Name], I saw you just hired for [role]. How’s outbound shaping up to support the new team?”DM Follow-Up (AI-Generated Personalization)
“Since you’re scaling [department], I thought you’d find it useful — our system books consistent calls for [similar companies] without needing extra sales hires.”“This is gold. We actually tested this across 500+ cold emails — replies jumped 20% when we applied this strategy.”Conclusion
This SOP provides the full system — from lead qualification to daily workflows, messaging scripts, CRM usage, and performance expectations.
By following this, setters can consistently:
✅ Generate 500–600 personalized follow-ups/month
✅ Maintain visibility with 100+ meaningful comments/week
✅ Book 20+ qualified appointments/month
✅ Keep CRM fully updated for transparency
Hope this newsletter helped come up with a tailored strategy and approach to help you or your sales team get more results from your Outbound Campaigns.
If you’re looking for a proven step-by-step framework on how to automate most of these things with the help of AI and even in-depth systems, feel free to visit this guide here
If you’re looking for a proven Done For You Solution to completely automate your Outbound using AI without adding Headcount, feel free to visit our packages here
Comment Script (Authority Style)