Published 24 October 2026
Sales glossary for small businesses – part 3/4
Alex Kanto | Niittyla&Kanto Oy
When comparing sales services, you may encounter appointment setters, SDRs, qualification and closing. For a small business owner, the useful question is what each term describes and what the service actually delivers.
This third part explains five groups of terms about meetings and sales decisions. A scheduled meeting, a conversation that takes place and a completed sale are different outcomes worth tracking separately.
1 Appointment setting
Appointment setting means arranging sales meetings. The work can include reaching the right person, understanding their interest and situation, and agreeing a time to talk.
Example: A representative of a suitable company agrees to discuss your service, and you book a time in both calendars.
See also: appointment setting explained with a little humour on Urban Dictionary.
2 Booked meeting
A booked meeting is a conversation with an agreed time and participants. The booking itself does not tell you whether the meeting took place or what it achieved.
Example: You have three booked meetings next week: three scheduled sales conversations.
When assessing appointment setting, also track whether meetings happened and whether they led to useful next steps.
See also: booked meeting explained with a little humour on Urban Dictionary.
3 Appointment setter and SDR
An appointment setter arranges meetings with potential customers. SDR stands for sales development representative: a role focused on the early stages of sales, which can also include prospect research and initial qualification.
Example: The appointment setter starts the conversation and arranges a meeting. The business owner or salesperson then explores the customer's needs and presents a suitable solution.
The responsibilities of these roles vary between companies.
See also: appointment setter and sdr explained with a little humour on Urban Dictionary.
4 Sales qualification
Sales qualification means assessing whether a potential customer and your offer are a reasonable fit, and whether there is a realistic basis for moving forward. Questions might cover need, timing and who takes part in the decision.
Example: A business is interested in training but needs it next spring. Knowing that helps you plan the conversation and follow-up.
Interest and readiness to buy are different. Qualification helps you understand where the potential customer currently stands.
See also: sales qualification explained with a little humour on Urban Dictionary.
5 Closing
Closing means bringing the sales discussion to an agreed commitment. The customer accepts the offer, and the parties agree on the scope and terms.
Example: After discussing the proposal, you agree the service scope and start date, and the customer approves the agreement. The deal is closed.
In our work with JTT Audit, we reach suitable companies and open conversations about audit and corporate advisory services. JTT's own specialists take those discussions forward towards a proposal and, where appropriate, a sale. Over approximately two and a half years, the partnership has generated more than 200 sales opportunities and the company's largest corporate transaction deal.
See also: closing explained with a little humour on Urban Dictionary.
What makes a meeting useful for your business?
Before appointment setting begins, agree which companies and people you want to meet. Clarify what should have been discussed before the meeting: does the person understand its purpose, is the subject part of their responsibilities, and has a possible need been identified?
Review the result afterwards. Did the meeting happen, was the conversation useful, and did you agree a next step? These details show how scheduled conversations support your sales.
When comparing providers, check the meeting criteria, responsibilities and costs. Our appointment-setting cost guide for Finland explains what to check before comparing monthly fees.
Want us to handle appointment setting?
If you would rather leave prospecting, outreach and appointment setting to someone else, we can do the heavy lifting. Niittyla&Kanto helps small B2B businesses identify suitable companies, reach the right people and arrange sales meetings. You can focus on your expertise and take the conversation forward.
Get in touch to discuss what useful sales meetings would look like for your business.
About the dictionary links
Niittyla&Kanto contributed the linked Urban Dictionary entries. They offer a lighter take on the terminology. The practical explanations and examples in this article are written for small business owners.
Author Alex Kanto is a co-founder of Niittyla&Kanto Oy. He works with B2B prospecting, personal outreach and appointment setting.
Explore the sales glossary series
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