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How Much Does B2B Appointment Setting Cost in 2024?

B2B appointment setting cost

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You already know how crucial appointment setting is to drive sales and boost your bottom line. But have you ever taken a closer look at the actual costs associated with this process?

Well, that's where our B2B Appointment Setting Cost Guide 2024 comes in. In this guide, we’ll help you uncover the hidden expenses that often go unnoticed. We’ll also provide valuable insights to help you make informed decisions about your appointment setting budget.

How Much Do Appointment Setting Services Cost?

Well, this question has no fixed answer. As an appointment setting service provider, we can say it carries from $50 to $3000, depending upon your budget, deal size, and resources. Your cost will depend on the quality of your prospects. For instance, if you secure a meeting with a prospect who perfectly aligns with your ICP, you may pay a higher price. However, you’ll earn a higher ROI than setting up appointments with several prospects from moderately fitting companies. 

So, to determine the price, you can consider the following steps:

  • Establish the minimum profitable price per appointment. This metric helps determine the cost of a meeting that maintains profitability. 
  • To calculate the minimum profitable price, divide the total sales development expenses (SDE) by the number of appointments set. Then compare it with the average net income from one contact.

To determine SDE, consider various expenses such as labor, technology, and marketing costs. Here is an illustration of SDE:

SDE = Recruitment costs + Onboarding expenses + Training costs + Tech stack pricing + Overhead expenses + Time (Worth in USD) spent by the management + Digital marketing expenditures

For example, if the average annual SDE is $150,000 or $12,500 per month, and the average number of monthly appointments across all industries is eight, the price of one meeting would be $1,562.50. 

Note that this number may vary depending on your industry. However, using this formula can provide insight into how much you should budget for an in-house sales development team. You can also calculate your own SDE and appointment costs using the same formula.

What Factors Affect The B2B Appointment Setting Services Cost

There are multiple factors at play when calculating your B2B appointment setting cost. However, let’s break down the most critical elements to give you a holistic overview:

1. Direct Costs

When it comes to the direct costs of appointment setting services, there are several key areas you need to consider. 


The recruitment cost of your appointment setters is a significant expense. However, the cost of hiring and retaining top talent can vary widely depending on the size of your company and the location.

Training and Development

Additionally, training and development expenses are essential to maintaining a high-performing appointment-setting team. These expenses range from workshops and conferences to online courses and one-on-one coaching sessions.

Tools and Technology

Technology and tools costs are also a direct cost of appointment setting. This includes everything from the laptops and phones your appointment setters use to the software and systems needed to manage leads and schedule appointments.

Office Space

The cost of office space and utilities must be considered. Whether you rent a physical office space or have a virtual office, these costs can add up quickly and should be factored into your appointment setting budget.

In conclusion, the direct costs of appointment setting can range from a few thousand dollars to hundreds of thousands, depending on the size of your business. Therefore, it's important to carefully evaluate these expenses to ensure that you're making the most of your budget.

2. Indirect Costs

There are several key areas to consider when you say indirect costs. 


First, marketing and advertising expenses play a crucial role in attracting new leads and building brand awareness. 

This can include anything from online advertising and email campaigns to events and trade shows.

Lead generation and research costs are other indirect costs of appointment setting. This can include market research, database subscriptions, and lead generation software to help you identify and qualify potential customers.


Travel and transportation expenses are also indirect costs of appointment setting. Such expenses are related to tasks such as visiting prospects and clients or attending trade shows and events. This can include everything from airfare, lodging, and meals to transportation and other expenses associated with logistics.

Salaries and Perks of Employees

The cost of management and supervision is also indirect. This can include salaries and benefits for managers, training and development expenses, and other costs associated with supervising the appointment setting team.

These indirect costs can add up quickly and should be carefully evaluated to ensure you're maximizing your ROI. 

By understanding these indirect costs, you can make informed decisions about your appointment setting budget and achieve your sales goals.

3. Hidden Costs

B2B appointment setting costs also include several hidden expenses – a few of which are explained below.

Data Management and Storage

Data management and storage costs can quickly add up, especially as you accumulate more leads and customer data. This includes data backup and recovery to software and hardware expenses.

Customer Relationship Management

Customer relationship management expenses are another hidden cost. This can include the cost of CRM software, training, and support and the time and resources required to manage customer relationships effectively.

Compliance and Legal Fees

Compliance and legal fees are hidden costs of appointment setting. This can include the cost of legal counsel, regulatory compliance, and any fines or penalties associated with non-compliance.

Sales Enablement Tools

Sales enablement tools and resources are also hidden costs. This can include everything from sales training and coaching to software and systems that help sales teams close more deals and drive revenue.

How to Minimize B2B Appointment Setting Services Costs

To minimize the costs associated with appointment setting, there are several strategies you can implement. 

  • Outsourced appointment setting can be a cost-effective solution, especially if you don't have in-house resources or expertise.
  • Leveraging technology and automation can help you streamline processes and minimize costs. This can include everything from appointment scheduling software to lead generation tools and CRM systems.
  • Implementing a cost-effective lead generation strategy is also crucial to reducing the cost of appointment setting. This includes inbound marketing and email campaigns to trade shows and events.
  • Training and developing in-house appointment setters can also help minimize costs. This can include everything from on-the-job training to workshops, conferences, and online courses. If you're considering how to hire an appointment setter, it's essential to ensure they receive the right training and support to excel in their role.
  • By being mindful of your budget and finding cost-effective solutions, you can grow your business and achieve success in the competitive world of B2B sales.

Can Outsourcing B2B Appointment Setting Reduce Costs?

Outsourcing B2B appointment setting can help reduce costs for your business. This is because outsourcing allows you to leverage the expertise and resources of an external service provider – rather than having to hire and maintain an in-house team. Let’s explain this in more detail”

  • It eliminates the need for additional expenses such as salaries, benefits, and training for in-house staff. 
  • Additionally, outsourcing providers typically have specialized knowledge and experience in appointment setting. It can result in more efficient and effective lead generation, ultimately leading to higher ROI for the business.

How Can Qualifying Leads Reduce Appointment Settings Costs?

Qualifying leads can help reduce appointment setting costs in a few different ways:

  • Efficient use of resources: Qualifying leads ensures your appointment setting team is focusing on leads that have a higher likelihood of converting into paying customers. This means that they can be more efficient with their time and resources. Plus, they avoid wasting time on leads that are unlikely to result in a sale.
  • Higher conversion rates: By qualifying leads before setting appointments, your team can focus on prospects that are a better fit for your company's products or services. As such, they’re more likely to convert into paying customers. It results in higher conversions – which means that fewer appointments will be needed to generate the same number of sales.
  • Reduced no-shows: When leads are properly qualified before an appointment is set, there is a greater chance that they will actually show up for the appointment. This can help reduce the number of no-shows, which can be costly for your company in terms of wasted time and resources.

What to Look for in appointment setting Companies?

When looking for appointment setting companies, here are some key factors to consider:

  • Experience and expertise: Look for a company that has a proven track record of success in appointment setting, particularly in your specific industry. You want to work with a company that has the expertise to understand your business and your target audience. Only then it can provide high-quality leads and appointments.
  • Quality of leads and appointments: Make sure the company has a process in place for qualifying leads and setting appointments – that align with your ICP This ensures you are not wasting time and resources on leads that are unlikely to convert into sales.
  • Communication and reporting: Communication is key in any business relationship. So make sure the company has a clear process for keeping you informed about the progress of your campaign. This includes regular reporting on the number and quality of appointments set, as well as any feedback or insights on the campaign's performance.
  • Flexibility and scalability: As your business grows and evolves, you may need to adjust your appointment setting skills. Look for a company that is flexible and can adapt to your changing needs. Plus, it must have the ability to scale its services up or down as needed.
  • Price and ROI: Of course, price is a consideration when choosing an appointment setting company. But it shouldn't be the only factor. Look for a company that offers competitive pricing and delivers a strong ROI – by generating high-quality leads and appointments that ultimately result in sales for your business.


Outsource your appointment setting services to a professional B2B appointment setting agency like Revnew to help minimize costs in many ways. By leveraging the expertise and experience of a professional appointment setting team, you can avoid the costs associated with hiring and training in-house appointment setters.

Additionally, you can take advantage of our latest technology and automation tools, which can help streamline processes, increase efficiency, and reduce costs. We can enable you to reach new customers and drive revenue with our powerful B2B appointment setting techniques.

By availing of our expertise, experience, and resources, you can focus on other aspects of your business and achieve success in the competitive world of B2B sales.


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