B2B Appointment Setting: Pay Per Appointment Vs Pay Per Service Models

May 20, 2023

Pay per appointment setting service or pay per service?

Hmmm. Tough call.

You want to get the most out of your outsourced B2B appointment-setting services (meaning you want to get the most closed sales) as possible.

Many people choose a pay-per-service (like Key Outreach) because they get the highest quality leads for a good price — the best bang for your buck.

But it's not the only option.

You might want to consider the pay-per-appointment model before choosing. This model can offer greater earning potential and lower business risk, making it an attractive option for some businesses.

However, there are some downsides you should be aware of that make the pay-per-performance model a secondary choice behind pay-for-service models.

In this article, you’ll learn the pros, cons, benefits, and downsides to the pay-per-appointment model and the pay-per-service model.

B2B appointment setting is an excellent way to grow your business.

Navigating the Landscape of B2B Appointment Setting: Pay-Per-Lead vs. Fee-For-Service Models

In the realm of B2B sales, appointment setting offers a straightforward pathway to revenue generation. Businesses operating under this model typically pay a pre-established rate for leads, leading to a promising potential for profit and a reduced risk profile.

Two prominent models in this sphere are pay-per-lead and fee-for-service appointment settings.

Pay Per Lead

Pay-per-lead is a model wherein businesses pay a specific amount for each lead provided by the lead generation company. The cost per lead varies depending on factors such as the target audience's specificity, lead relevance, and the complexity of arranging the appointment.

Fee For Service

In contrast, a fee-for-service appointment setting, also known as pay-per-appointment lead generation, is a model where the business pays when the prospect actively requests an appointment. This model can lead directly to sales, circumventing the need for extensive marketing efforts. It proves especially beneficial for service-based businesses and B2B markets offering high-value products.

Pay per lead or fee for service?

Which Should You Use?

Certain niches lend themselves particularly well to these types of lead generation, including healthcare, real estate, financial services, and legal services. These sectors often see lead costs ranging from as low as $50 to upwards of $3000.

Lead generators typically utilize tools like LinkedIn and CRM software to manage leads and appointments and employ email marketing strategies and diligent follow-ups to nurture these leads. They can establish either a fixed fee or a commission-based payment model for the appointment-setting process, offering flexibility to businesses.

LinkedIn is a great lead generator

When selecting a lead generation agency, businesses must consider agencies offering fee-for-service and pay-per-lead pricing models. Factors such as the agency's performance, expertise, experience, work quality, lead sourcing approach, and industry reputation should all play a part in this important decision.

The choice between pay-per-lead and fee-for-service models depends heavily on your business's specific needs and capacities. By understanding the intricacies of each, you can make an informed decision that best supports your sales team's productivity and your bottom line.

The differences between pay per lead and pay per service B2B appointment setting models.

Pros and Cons of B2B Pay Per Lead Model Appointment Setting Service

When it comes to generating new business, companies with a marketing or sales team often face a common challenge: reaching potential customers and convincing them to engage effectively. One solution is to use a pay-per-lead appointment-setting service. However, as with any business decision, a few general considerations and weighing the pros and cons before investing are essential before deciding on an appointment-setting service provider.

Pros of Pay Per Lead Appointment Setting

  1. High-Intent Leads: With pay-per-appointment lead generation, leads express high interest by requesting an appointment themselves. This approach can result in a high conversion rate since the prospect has already shown significant interest in the product or service. You want to generate high-quality leads, and this process typically involves lead nurturing.
  2. Risk Reduction: The business risk for buyers in this lead generation model is usually low. The potential lead has already expressed a strong interest, so there's a higher chance of a successful conversion.
  3. Quality Over Quantity: Pay per appointment generate sales leads that focus on the quality of leads, not the quantity. This focus can lead to a higher overall return on investment, as high-quality, viable sales leads are more likely to result in sales.

Cons of Pay Per Lead Appointment Setting

  1. Pricing Models: Some appointment-setting companies charge a monthly fee, which can prioritize the number of leads over their quality. This model can lead to a loss for the paying party if the leads are not of high quality.
  2. Unpredictable Outcomes: Pay per lead involves a level of uncertainty. While the prospect has agreed to an appointment, there's no guarantee that the lead will convert into a sale. This uncertainty among these types of lead generation services can make budgeting and return on investment calculations more challenging. Without a lead generation calling plan, your agency's qualitative track record could be in jeopardy.
  3. Dependence on Vendor: Your success is heavily reliant on the ability of the lead generation company to provide high-quality leads. If they fail to deliver, your sales could suffer.
Boosting your sales team's performance.

Boosting Your Sales Team's Performance: Confronting the Challenges and Triumphs of Pay Per Lead Models

In the high-stakes arena of modern business, the efficiency of your sales team can make or break your success. One key aspect of their role is contacting leads and generating appointments. However, the pay-per-lead model, while popular, can present a series of challenges, especially when it comes to maintaining consistent lead quality and navigating the service model's complexities.

Working with a lead generation company can provide some relief, but it's not without its pitfalls. Among these is the consistent lead quality misrepresenting your company. Your sales team could find contact details contacting leads that don't align with your target audience or don't fit into your particular niche industry. This mismatch can result in wasted time and resources, a critical drawback that can detract from your marketing efforts.

This is where the value of a specialized appointment-setting company comes into play. Unlike traditional fee-for-service agencies, these companies specialize in generating appointments with high-quality leads. They ensure that the contact details you receive match your specifications and that leads sign up for appointments willingly.

Pricing model

Here are a few key differences between the traditional pay-per-lead models and fee-for-service models:

Pricing Model

Pay-per-lead models can seem appealing initially, as you only pay for promising leads. However, this can quickly become expensive, with costs potentially escalating to a few thousand dollars, with no guarantee of conversion. In contrast, fee-for-service models usually offer more predictable and cost-effective pricing.

Lead Quality

Pay-per-lead models often suffer from inconsistent lead quality. On the other hand, fee-for-service models, such as appointment-setting companies, emphasize lead quality, ensuring the leads provided align with your business's needs.

Lead Replacement

Appointment-setting companies often offer the ability to replace leads that don't meet the agreed-upon criteria. This ensures the quality of leads and saves your inside sales team from the unnecessary task of cold-calling low-quality leads.


By ensuring as many leads as possible are of high quality, appointment-setting companies can minimize wasted efforts, thereby boosting the efficiency and performance of your sales team.

While the pay-per-lead model can generate a high volume of leads, it has drawbacks. Misrepresenting leads and inconsistent lead quality can impede your sales team's effectiveness and quickly drain your budget. Conversely, partnering with a reliable appointment-setting company can ensure high-quality leads and a streamlined, cost-effective service model, empowering your sales team to focus on what they do best - closing sales.

Pay for service B2B appointment setting company's are excellent.

A Better Alternative: Pay-For-Service B2B Appointment Setting Services

A B2B appointment-setting fee-for-service model like Key Outreach might be a better solution for companies seeking more control and predictability in their lead-generation efforts. These services focus on setting up appointments between your sales team and potential clients, allowing your team to focus on closing deals rather than generating leads.

Moreover, some B2B appointment-setting services, like Key Outreach, offer a results guarantee. This agreement ties their success to their client's success, reflecting their value to each project.

While pay-per-lead appointment setting can provide high-intent leads and potentially reduce business risk, it also comes with its own challenges, such as unpredictable outcomes and a dependence on the vendor.

Therefore, it might not be the best fit for every business. B2B appointment-setting services like Key Outreach offer a more predictable, streamlined approach to generating leads, ensuring a higher return on investment. Remember, the right choice depends on your unique business needs and circumstances.

Understand the differences between the two.

Understanding Pay-Per-Lead and Fee-for-Service Models in B2B Appointment Setting

In the realm of B2B appointment setting, there are two common pricing models: pay-per-lead and fee-for-service. These models vary significantly in terms of how they operate, the investment required, and the quality of the leads generated.

Pay-Per-Lead B2B Appointment Setting: Quick Speed, Lower Personalization

Pay-per-lead is a common pricing model where clients pay for each generated lead. The prospecting process speed can be rapid with this model, as it incentivizes lead generators to generate as many leads as possible.

  • Industry Suitability: This model works well in high-touch industries requiring personalized interaction, such as home improvement, healthcare & pharma, finance & insurance, education, and more. These industries often benefit from 'appointment-ready leads' - prospects who are one step away from making a decision.
  • Lead Quality: Regarding measuring lead quality, it's important to note that not all leads are created equal. The major concern with the pay-per-lead model is the potential for quantity to overrule quality. This can lead to sales teams wasting valuable time chasing leads that aren't quite 'appointment ready.'
  • Costing: The cost can range from a few dollars to a few thousand dollars per lead, depending on the product or service's value. For example, for high-ticket items like commercial distillers, you could earn between $30-$90 per appointment for a $3000 product or $1250-$3750 per appointment for a $125,000 product.
  • Potential Drawbacks: The same critical drawback is shared with other pay-for-performance models – a focus on volume could compromise the quality and relevance of leads.
Fee for service B2B appointment setting

Fee-for-Service B2B Appointment Setting: Higher Quality, Personalized Approach

Contrarily, the fee-for-service model, such as offered by Key Outreach, implies that companies pay for the actual process of appointment setting, irrespective of the number of appointments set.

  • Quality and Personalization: This model often results in higher quality leads, as it involves more sophisticated methods of targeting senior job titles and decision-makers. The sales staff resources are geared towards generating appointment-ready leads with a higher likelihood of conversion. The in-house team does not just cold call but leverages complex technology solutions and an opt-in model to enhance lead quality.
  • Managing Service Model Challenges: Fee-for-service appointment-setting services can better handle the service model challenges, as they're not driven by volume. The focus is on building relationships and nurturing leads to move them further down the sales funnel.
  • Costing and ROI: While this model may require a more significant investment upfront, the return on investment can be higher. There's flexibility in volume adjustments, which allows the sales leader to control costs more effectively.
  • Added Value: Choosing a fee-for-service model is the company's strategic decision, especially when outsourcing appointment setting, allowing the sales teams to concentrate on closing deals rather than prospecting.
Go for quality over quantity.

B2B Lead Quality: MQL vs SQL

The quality of a lead greatly influences the success of an appointment-setting campaign. In this regard, it's critical to understand the difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).


These leads have shown interest in your product or service owing to your marketing efforts. They interact with your marketing material but haven't shown intentions of making a purchase yet. These leads require more effort to convert.


These leads interact directly with the sales team by requesting an appointment or asking for a quote. Their actions clearly indicate that they're considering a purchase from you. These are the best types of leads for B2B appointment setting as they are deeper into the funnel and hence, higher quality, making them easier to convert.

In the context of pay-per-lead and fee-for-service models, the type of leads targeted can significantly affect the overall success of your B2B appointment-setting strategy.

sales funnel, marketing, plan

Lead Quality in Pay-Per-Lead Model

Given the fast prospecting process speed, the pay-per-lead model often results in many MQLs. While this provides a broad pool to work with, the time and resources spent on nurturing these leads can be extensive. It might involve sales teams spending valuable time on leads that are not yet ready to make a purchase decision.

Lead Quality in Fee-for-Service Model

On the other hand, the fee-for-service model, as exemplified by companies like Key Outreach, is more likely to generate SQLs. These leads have shown a clear interest in your product or service and are more likely to convert into sales. The focus is on targeting senior job titles and decision-makers, resulting in a personalized approach that is more likely to yield success.

While the pay-per-lead model can be an alternative to the fee-for-service model in the B2B appointment setting, the differences in lead quality, personalization, and the potential return on investment make the latter a more effective choice for many businesses. This is especially true for those selling complex technology solutions or targeting senior job titles, where a tailored approach can significantly enhance the chances of success.

Do yourself and your business a favor...

Use Key Outreach Services And Go For Quality Over Quantity

For those looking to scale revenue predictably and get a continuous lead flow, Key Outreach offers a reliable and scalable SDR team that can help you overcome the challenges of cold outreach. Over 100 companies trust them and have tons of testimonials from satisfied clients.

Appointment set your respective leads and have then make flexible volume adjustments with Key Outreach

Key Outreach's services are valuable to startups and enterprise-level accounts, helping to find prospects, automate outbound, and grow pipelines for SaaS and agencies. They measure lead quality in sales closed, not how many calls were made.

The company also offers a pay-per-performance model and provides the latest trends and best practices for sales development and outbound sales. Businesses can also access recently funded CEO, founders, and team leads lists for strategic advantage in the corporate world.

Key Outreach is where you can let the company decide how to get more cold calling leads.

Key Outreach specializes in B2B SaaS and agency lead generation strategies that work. Their B2B appointment-setting services can accelerate a company's growth in 2023.


You've seen the advantages of using a pay-per-appointment model for B2B appointment setting. It offers greater earning potential, lower business risk, and better targeting of potential customers.

However, there are plenty of downfalls to that strategy, as well.

You may save a bit of money, but the quality of your leads just won't be there in the end. Your best bet is to contact a company like Key Outreach and have a team of professional B2B appointment-setting experts get your leads converted.

Click the link below to simplify your sales process and have Key Outreach get you the leads you need and want.

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