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What B2B appointment setting costs, and what you should get for it

Most full-service B2B appointment setting programs start around $3,000 a month, and bigger programs can run past $10,000. We're not the cheapest firm you'll talk to, and we're not the most expensive. We price for qualified conversations your sales team can close.
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Why clients stay

80% of our clients stay with us for 18 months or longer. Nobody keeps paying for appointment setting that doesn't pay off.

LAP Laser: 425 appointments from 10,200 calls.
TEL Education: 516 appointments from 20,643 calls.
Elevance Health: 121 qualified appointments from 8,800+ calls in five months.

Here's what those clients are paying for.
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What you're paying for
Most people picture appointment setting as someone working through a list with a phone. The calls are the part you see. Most of the work happens around them. When you work with us, we become part of your sales team. We do the prospecting, and your team spends its time closing.
The Leads at Scale Conversation System
Part of the program
What we do
What your team gets
People
US-based specialists learn your offer, your buyers and the way your customers talk, then qualify every prospect against the criteria you set.
Conversations that sound like your company
Process
We build the target list with you and agree on what a qualified lead looks like. Phone leads the outreach, email follows up, and LinkedIn prospecting is part of selected programs.
Meetings with the buyers you want to reach
Systems
Prospect notes, follow-up reminders and campaign reviews keep the work organized. AI supports the team. People lead the conversations.
A campaign that gets better as it runs
Quality 1:1 conversations with decision makers over quantity of dials. Relationships over volume. Appointments that allow your sales team to focus on closing deals and growing your business.
John Dubay, Managing Partner of Leads at Scale
John Dubay
Managing Partner, Leads at Scale

Is appointment setting worth it for you?

You need two numbers to answer this: what a new customer is worth to you in gross profit, and how often your team closes a qualified meeting.

Together they tell you how many meetings it takes to pay for a program. When a new customer is worth tens of thousands of dollars, a handful of good meetings can cover it.

We'll work through the math with you on the first call. If it doesn't add up, we'll tell you.
Appointment setting pays off when:
You have closers who are good at closing. They just don't have enough at-bats. That's a pipeline problem, not a sales problem, and it's the exact problem we fix.
Your average deal is big enough that a handful of new customers a year covers the cost several times over.
You sell to other businesses, to decision-makers you can name: a VP, a director, an owner.
Your sale involves a real conversation. A demo, a consult, an assessment. Something a human books.
You'd rather your team spend their hours closing than digging for their own leads.
It's probably not worth it when:
Your product sells for a few hundred dollars. The cost of outbound won't clear the return, and we won't pretend otherwise.
You sell to consumers, not businesses.
You have no one to hand the meetings to. Booked meetings that nobody works are just a bill.
You need a pile of cheap form-fills, not qualified conversations. That's a different service, and it isn't us.
You want results next week with zero commitment. Outbound compounds. The first few weeks are ramp, not revenue.
If you read those and landed on the wrong side, keep your money. If you landed on the right side, the rest of this page is for you.

What's included in the price?

Your monthly fee covers the whole outbound program: the team, the targeting, the follow-up and the reporting. Every program includes:
US-based, native-English BDRs. Not offshore. The people calling your prospects sound like the people your prospects already do business with.
A playbook built with you. Your talking points, value proposition, ideal client profile and the criteria for a qualified meeting.
Follow-up by phone and email. In our study of 36,000 contacts, about 75% of booked meetings came within the first three calls, so we don't stop after one voicemail.
Appointments booked onto your team's calendar, logged in your CRM, with the call activity behind them.
A named account manager and regular reporting on calls, conversations, and meetings set.
Before outreach starts, we prepare your targeting, messaging and campaign plan. Your proposal explains that work and how it's priced.
Dashboard screenshot showing lead time and supplier delay tracking

Do you charge per appointment or a flat monthly fee?

A flat monthly fee. We don't charge per appointment, and that's on purpose.

Pay-per-appointment sounds safer. You only pay for results, right? Look closer at what it rewards. When a vendor gets paid for every booking, they're paid to book meetings, any meetings, that clear the lowest bar the contract allows. The incentive is quantity. You feel it later, when half the calendar is meetings that were never a fit and never show.

A monthly fee points us at the thing you actually care about: qualified conversations your team can close. We're paid to run a real program, so we optimize for meetings that show up and close, not for a booking count that flatters our invoice. Our incentive and your close rate move in the same direction.

If someone quotes you a flat price per appointment, ask what "qualified" means in their contract. The answer tells you what you're really buying.
Explore Appointment Setting Services
What changes the price
Call volume.
More reps to feed means more calls each month.
Your buyers.
A VP at a hospital system takes more work to reach than the owner of a 20-person company.
Channels.
Every program leads with the phone. Email follow-up and LinkedIn prospecting add reach.
Program length.
Longer programs cost less per month, because the list, the messaging and the team get better the longer they run.
We scope every program to the client, so we don't publish a rate card. Tell us about your market, and we'll put a real number in front of you.
Get a Price for Your Market

Questions to ask any appointment setting firm

The best way to judge a price is to compare what's behind it. Put these questions to two or three firms. Then put them to us.

1. Who makes the calls, and where are they based? Your buyers will judge your company by the person on the phone.

2. How do you define a qualified appointment, and who agrees to that definition? A loose definition fills your calendar with meetings that go nowhere.

3. What happens before the first call? Targeting, messaging and training decide how good the calls are.

4. How do you follow up when a prospect doesn't pick up? Busy decision-makers rarely answer on the first try.

5. Do you charge per meeting or a flat monthly fee? Per-meeting pricing pays the vendor for any meeting that clears the contract's lowest bar. Ask what counts as a meeting.

6. What will you report to me, and how often? You should see calls, conversations and meetings, and hear what the team is learning from your market.

7. How long do your clients stay? Clients don't renew a program that isn't working.

Once you've heard from a few firms, book 25 minutes with us. We'll tell you what we'd do for your market, what it would cost and whether we think it's worth it for you.
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What does it cost compared to hiring an in-house SDR?

One US-based sales development rep costs more than the salary. Add benefits, a dialer and data tools, a manager's time, and three to six months of ramp before they're productive. Fully loaded, that's often north of $80,000 a year for one seat, and you carry the hiring, the training, and the turnover.

For many teams, an outsourced program costs less than that one hire. It starts in weeks, there's no one to hire or manage, and you aren't left short when someone quits.
We wrote the full breakdown in in-house SDR vs. outsourced appointment setting. If you're weighing the two, start there.
FAQ

Common Questions

How much does B2B appointment setting cost?
Most full-service B2B appointment setting programs start around $3,000 a month. Larger programs with more call volume, more channels or harder-to-reach buyers can run past $10,000 a month. Leads at Scale programs fall within that range. We confirm your price in a written proposal after a short conversation about your market and goals.
Why doesn't Leads at Scale publish a rate card?
Two programs rarely need the same thing. The price depends on your call volume, how hard your buyers are to reach, the channels we use and how long the program runs. We'd rather quote the program you need than sell you a package that doesn't fit.
Do you charge per appointment or a flat monthly fee?
A flat monthly fee. Per-appointment pricing pays a vendor for any meeting that clears the lowest bar in the contract. A monthly fee keeps us focused on qualified meetings that show up and turn into business.
What does the monthly fee include?
It includes a US-based team trained on your offer and a target list and qualification criteria agreed with you. It also covers phone outreach with email follow-up, qualified appointments booked onto your team's calendar and logged in your CRM, and a named account manager who reports on results. LinkedIn prospecting is part of selected programs.
Is there a minimum commitment?
You can start month to month. Longer programs lower the monthly rate, because the campaign gets better the longer it runs.
How is campaign setup handled?
Before outreach begins, we prepare your targeting, messaging and campaign plan. Your proposal explains that work and how it's priced.
Who is appointment setting not a good fit for?
It's not a good fit for companies selling low-priced products, companies selling to consumers, or teams with no one available to take the meetings. If the numbers don't work for you, we'll say so on the first call.
How fast will I see booked meetings?
The first few weeks go to building your list, writing the messaging and training the team on your offer. Meetings start after that and build as the campaign learns what works.
John Dubay
Managing Partner, Leads at Scale

Ready to Build Your Pipeline?

Whether you need appointment setting, cold calling, or full sales development—we'll help you find the right approach and help you achieve your goals. Schedule a strategy call to discuss your specific situation.
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Or call directly: 443-299-6029
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Fill Your Sales Pipeline with Qualified B2B Appointments.
About Leads at Scale
Leads at Scale is a premier B2B appointment setting and lead generation company focused on delivering well-qualified leads and warm sales appointments, not just volume. We partner with B2B leaders to build relationships that convert into lasting revenue.
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jdubay@leadsatscale.com443-299-60291878 Exton Drive
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