Appointment Setting Services Cost + Which Model is Best (2025)

If you’re thinking of hiring an appointment setting company, you’re probably wondering what the going rate is.

You might also be wondering if paying per hour, per appointment, or per subscription is the best option for your business.

In short, you can expect to pay the following for appointment setting:

But keep reading, because we will explain which pricing model would work best for your company and why, along with some other important considerations.

(If you’re looking for a b2b appointment setting agency, where you can expect 1 lead per day, hop on a free 15-minute strategy session with the CEO of SalesBread, Jack Reamer. )

Appointment setting pricing models – Which is best?

Pay per hourly rate

Hourly rate is great if you don’t mind hiring and trying out a whole lot of individuals for the position; And you know exactly what activities, strategy, list, and messages are going to perform well for your company.

If you’re already there and you know all of this, then you might just need someone to execute your strategy.

An hourly rate is perfect if you just need an executor.

If you’re not exactly sure how to book these meetings, and you don’t know exactly what strategies are working, on LinkedIn, email, or phone, then an hourly rate is going to be really tough to prove out ROI.

Why?

Because you might have your appointment setter come to you after 2 and a half weeks and say, “Hey boss, I’m trying a bunch of things, but it’s not working.”

So, only pay for an hourly rate if you know exactly what’s working, and you have a tested strategy that’s in place, and you can simply say – “Hey, follow these steps and instructions..”

From here on, it’s simple math..

How many hours will yield how many actions, how many results, and booked appointments…

Subscription rates

The subscription model is like a bolt-on sales support and strategy.

The agency isn’t just motivated by a ton of hit or miss calls, but rather they are a strategic partner that’s aligned with your business goals. The motivation for them is to continue to earn you business every month.

SalesBread has been operating as a month-by-month service provider for over 11 years now.

If you’re doing outbound, I would be a little wary of a b2b appointment setting agency that locks you into a contract.

Simply because they should be able to provide excellent ROI, even in the first 4 weeks as an appointment setter.

Pay per appointment

Paying per appointment may seem like the least risky approach to making sure you have the best ROI and that you’re paying marketing dollars towards KPIs that are going to lead to sales.

And so… What could be better than paid appointments, right?

You know what your close rate is, and if you can just find someone to fill appointments between $100 – $500 + per appointment, then you may be able to look at the math and say, “Well, that’s a no-brainer, let’s go.”

However…

Let’s call out something that you need to be aware of. If you engage in a pay-per-appointment model, the lead generation or appointment setting company you decide to work with has one motivation…

And that’s to get as many meetings as possible on the books.

While this could be good for you, what I’ve heard from past clients is that the quality of set appointments was lower than their expectations.

Think of the motivation for the firm, it’s not necessarily to keep you on as a customer and earn your business every month. But rather, it’s to get folks on your calendar.

There are two things that might happen with this model. You might find meetings are being set, but they are outside your ICP; Or you might find that meetings are being set, but they are not relevant sales meetings. Instead, they might be networking or a quick horror story…

We once heard of an appointment-setting agency that promised Billboard ad space if the person took the call.

I’m trying to illustrate that before you choose this model, you must have very clear parameters of what qualifies as a booked meeting.

Pay per qualified lead

This model is pretty straightforward: you only pay when a meeting is set with someone who matches your ideal customer profile.

Think of it like paying for results instead of hours worked.

The upside? It’s pretty low risk, you’re not wasting budget on unqualified prospects or paying for “activity” without seeing outcomes.

The downside is that costs per lead can vary, and you’ll need to trust the provider’s definition of a “qualified lead.”

If you choose this model, make sure you’re aligned on what qualified means: job title, industry, company size, location, etc.

Otherwise, you risk paying for leads that never convert.

Monthly retainer option

With a retainer, you pay a fixed monthly fee for ongoing appointment-setting services. This usually covers research, outreach, and scheduling efforts.

It’s predictable, easy to budget for, and often comes with the added benefit of consistency.

Your agency partner is working your campaign every week, not just delivering one-off leads.

The challenge here are that results can take time, and you’re paying whether or not meetings happen in the first month.

Retainers work best if you’re looking for a long-term growth channel, not a quick win. If you go this route, ask about minimum lead guarantees or performance benchmarks so you know what to expect.

Factors Influencing Appointment Setting Cost

When you’re comparing appointment setting services, you’ll notice pretty quickly that prices vary from company to company.

The truth is, appointment setting cost depends on a mix of factors.

For example, industry plays a big role.

If you’re selling into a niche market with complex sales cycles, you might expect to pay more.

Those campaigns take more research, more back-and-forth with prospects, and more experienced appointment setters.

On the flip side, if you’re in a simpler market where prospects are easier to reach, you may not need to budget as much.

The technology included in the service also affects cost. Some companies bundle in premium tools like CRM integrations or prospecting tools.

Others keep it lean. Neither is right or wrong, but it’s important to know what you’re paying for.

And then there’s the balance between appointment volume and quality.

A low cost per appointment might look great on paper, but if those meetings don’t turn into real opportunities, you’ll lose money in the long run.

Sometimes paying more upfront for quality appointments with potential clients results in much better conversion rates.

At the end of the day, your budget and business needs determine which pricing models make sense.

The cheapest option isn’t always the most effective, and the most expensive doesn’t always guarantee results.

It’s about finding the right pricing model that matches your goals and sales capacity.

But in order to do this, you need to choose the right agency, and to find the right agency, you should read this article: How to Find The Best Lead Generation Consultancy

It will help you figure out what questions to ask the agency before hiring.

In-House vs. Outsourced Appointment Setting

One of the biggest decisions you’ll face is whether to build an in-house appointment setting team or outsource to a lead generation company.

Running a house appointment setting team gives you more control.

You can train people exactly how you want, adjust scripts on the fly, and make sure everything lines up with your sales process.

But it can also be expensive.

Salaries, benefits, training, and ongoing software expenses add up fast.

Unless your sales team already has the bandwidth, and you’re confident in consistent appointment volume, this can be a tough route for many businesses.

Outsourcing appointment setting services offers a faster and sometimes more affordable alternative.

You get experienced B2B appointment setters who already know how to start conversations and book meetings.

You don’t have to worry about training, and you can usually choose between different pricing models depending on your budget and goals.

Neither option is “right” for everyone.

It depends on your sales capacity, budget, and how quickly you need to scale.

Just be sure that if you do outsource, you know exactly who your ICP is.

ROI and Performance Metrics – How to measure the effectiveness of the company

Paying for appointment-setting services only makes sense if you know whether they’re actually working, and you’re getting in qualified leads.

That’s where ROI comes in. You need to track your lead generation metrics.

The first thing to track is how many meetings are being set.

But don’t stop there.

The number of appointments is only one piece of the puzzle.

You also want to look at the quality of those meetings.

• Are these the right appointments with decision-makers who could realistically buy?

• Or are your reps wasting time with prospects who were never going to convert?

Next, measure what happens after the meeting.

Strong conversion rates are a clear signal that your appointment setters are delivering real value. If the meetings are consistently turning into opportunities in your sales pipeline, the service is paying off.

Finally, look at the bigger picture.

Are these appointments helping to shorten your sales cycle? Are they giving your team more time to focus on closing instead of prospecting? If the answer is yes, the appointment setting cost is easy to justify.

The bottom line: a good lead generation company won’t just hand you names on a calendar.

They’ll deliver quality leads, keep communication clear, and show you exactly how their efforts impact your sales performance.

That’s how you know you’ve chosen the right appointment setting partner for your business.

Frequently asked questions about B2B appointment setting

What should I look for when choosing an appointment setting service?

Not all appointment setting services are created equal. When looking for a potential service provider, don’t just look at pricing, but rather look at their outcomes.

The best B2B lead generation companies don’t just book calls; they deliver quality appointments with potential customers who match your ICP.

Ask about how they define a “qualified meeting,” what tools they use for targeting, and how they handle customer service if something goes wrong.

You’ll also want to see case studies or proof of industry experience.

For example, a provider that specializes in complex sales cycles will understand that your sales team needs fewer, higher-quality meetings, not just a high number of appointments.

In short: don’t get dazzled by low appointment charges. Make sure the company is set up to turn prospects into clients and move the needle on your sales process.

What are the advantages of choosing a custom pricing plan for B2B appointment setting?

A cookie-cutter plan doesn’t always fit every business.

That’s why many appointment-setting companies now offer custom pricing plans.

The advantage here is flexibility.

With a custom plan, you can balance your budget with your sales capacity. Maybe you want to start small with a limited appointment volume and scale up as you close more deals.

Or maybe you want a hybrid model, part retainer, part cost per appointment, so you get the consistency of ongoing outreach with the safety net of performance-based results.

Another benefit is alignment with your business needs.

A tailored plan makes sure you’re paying for the right appointment setting services that actually match your sales strategies, instead of wasting money on extras you don’t use.

In the end, choosing the right pricing model is about ROI.

A custom pricing guide ensures you’re only paying for what drives sales leads and not unnecessary services or inflated setup fees.

That’s the fastest way to maximize performance and get more prospective clients in front of your sales team.

Conclusion

To recap, here’s a quick look at the different pricing models:

• Hourly rate: Around $16.12 per hour (based on US averages).

• Subscription: $2,000 – $4,500 per month for ongoing outreach.

• Per appointment: $75 – $500 for each scheduled meeting.

• Pay per qualified lead: $50 – $250 per lead that matches your ICP.

• Retainer model: $2,000 – $5,000 for steady, predictable appointment-setting services.

The key is choosing the right pricing model for your business needs.

If you want control and predictability, a monthly retainer or subscription might be the best fit.

If you’d rather pay only for performance, then cost per appointment or pay per qualified lead could be the smarter choice.

Whichever route you take, remember this: the cheapest option isn’t always the most effective. Look for appointment setters who can deliver quality appointments.

That’s what turns appointment setting from an expense into a growth engine for your business.

(And if you’re looking for a B2B lead generation agency, where you can expect a lead a day, book a free 15-minute strategy session below with the CEO of SalesBread.)