B2B appointment setting — meetings with people who can buy
B2B appointment setting is the stage between a list and a sales call: a setter contacts prospects, confirms they match your criteria and have the problem you solve, and books them into your calendar. We run it on a results-weighted basis, so the cost follows meetings that show rather than dials made.
This is the service where we generate the leads and book the meetings for you. Already have leads and just need them closed? See commission-only closers.
Why B2B setting fails, and it is almost never the dialler
Most underperforming setting engagements share one of three causes: the list was never really the target market, "qualified" was never defined, or the setter was reading a script written for a different offer.
None of those are fixed by more activity. They are fixed before the first call, in an hour of unglamorous agreement about who you sell to and what a good meeting looks like.
- A list built from a real target definition, not a bulk export
- Written qualification criteria both sides signed off
- An opener that names the prospect's problem, not your company
- A handover that tells your closer what was said and promised
What we mean by a qualified B2B meeting
Every criterion below is agreed in writing before anyone is contacted, because "qualified" is the only word in this industry that both sides think they defined and neither did.
- Job title and seniority — who has to be on the call for it to be worth taking
- Company profile — size, sector, geography, and any disqualifiers
- Problem fit — the prospect has confirmed the problem you solve, in their own words
- Timing — a stated intention to act inside a defined window
- Attendance — what counts as a show, and what happens when someone reschedules
How the commercial model works
Engagements are weighted towards the result rather than a flat monthly retainer: the fee follows meetings that meet the agreed criteria and show up. A slow month costs you materially less than payroll or a retainer would.
Where a fixed component exists, it covers a defined scope — list building, script development, systems setup — and is stated up front rather than rolled into an open-ended monthly figure.
Who this suits
B2B offers with enough margin per client to justify a human conversation, and a sale that needs one: professional and consulting services, agency retainers, mid-market software, high-value B2B products, and training or certification programmes.
If your average contract value is small and the sale is genuinely self-serve, setting is an expensive way to do what a landing page does better. We will tell you that on the call.
FAQs
Frequently asked questions
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