An appointment setting company is a lead generation firm that works to identify potential customers, qualify them as prospects, and set up appointments for sales representatives to meet with them. The main goal of an appointment setting company is to generate new leads for a business through various marketing and sales channels. In order to do this, they must first identify potential customers and then qualify them as prospects. Once a prospect has been qualified, an appointment is set up so that a sales representative can meet with them and further discuss the products or services that the business offers.