How much does B2B appointment setting cost?

Pricing is a monthly retainer, set by the meeting volume you want and how many targeting profiles you run. We quote on a call once we've looked at your market, because a campaign targeting UK recruitment agencies and one targeting US enterprise IT are not the same build. There's no setup fee and no long tie-in.

What's the difference between appointment setting and lead generation?

Lead generation gives you contact details and interest signals — you still have to work them. Appointment setting takes it to the end of the process: we run the outreach, handle the replies, qualify the prospect and put a confirmed meeting in your calendar. You join the call. If your team is short on time rather than short on names, appointment setting is the one that helps.

How many meetings will I get per month?

Most clients see 15 to 20 qualified meetings a month once a campaign is running. The range depends on your market size, your offer and how tightly you've defined your targeting. Narrower targeting usually means fewer meetings and better ones.

How do you qualify a meeting?

A meeting counts as qualified when the prospect matches your stated targeting profile, has decision-making authority or direct influence over the purchase, has confirmed a specific time, and understands what the call is about. We agree the exact criteria with you in writing before any campaign launches, so there's no argument later about what you're paying for.

Which industries do you cover?

We work across more than 300 B2B verticals, with the heaviest activity in recruitment, SaaS, IT services and marketing agencies. What matters more than your sector is whether your buyers are reachable by business email and your deal size justifies a booked meeting.

Which countries do you cover?

The UK and the USA. Our contact data covers over 11 million verified UK and US business contacts. We don't currently run campaigns outside these two markets.

How long until the first meeting is booked?

Around 30 days from signing, and that includes setup and infrastructure warm-up. The first one to two weeks go on targeting, list build, messaging and sending warm-up. Anyone promising booked meetings in week one is either skipping the warm-up or reusing a list, and both damage deliverability.

What happens after the meeting is booked?

The call is yours. We book the appointment and send reminders before it; you run the meeting and everything that follows — the pitch, the proposal, the close. We don't sell on your behalf and we don't take a cut of what you close.

Is your data GDPR compliant?

Our contact records are aggregated from publicly available business sources and cover business contacts in a business capacity. UK campaigns run on legitimate interest with opt-out honoured on every message, and we action removal requests immediately. US campaigns run under CAN-SPAM requirements.

Do I need my own sales team?

You need someone who can take the call and sell — a founder, an account executive, or one salesperson. What you don't need is an SDR function. The prospecting, outreach and booking is the part we replace.

B2B Sales Meeting Agenda Template: How to Run Discovery Calls That Convert

3cpsmike

May 15

4 min read

Updated: Aug 12

A discovery call without an agenda drifts, and a call that drifts rarely converts. The agenda is not bureaucracy; it is the structure that lets you learn what you need, let the prospect do most of the talking, and finish with a clear next step. This template lays out how to run a B2B discovery call that earns the second meeting, section by section, with the reasoning behind each part so you can adapt it to your own sale.

Why a discovery call needs an agenda

The purpose of discovery is not to pitch; it is to understand whether there is a real problem you can solve, who is involved, and what happens next. An agenda keeps the call on that purpose. It signals professionalism, reassures a busy buyer that you will respect their time, and gives you a shared map so neither side wonders where the conversation is going. Without one, calls collapse into a premature demo or a ramble, and you leave without the information you needed to move the deal forward or to qualify it out.

Open by setting the frame

Start by thanking them for their time, restating why you are talking, and agreeing the shape of the call. A simple line works: confirm how long you have, say you would like to understand their situation before deciding whether it is even a fit, and check there is nothing they want to add to the agenda. This takes a minute and does three things. It hands the prospect a sense of control, it lowers the pressure that makes buyers defensive, and it earns you permission to ask questions rather than present.

Spend most of the call on discovery questions

The heart of the call is questions, and the prospect should be talking far more than you are. Ask about their current situation, what prompted them to take the meeting, what they have tried, and what happens if nothing changes. Follow answers with why and how rather than moving to the next item on a checklist. Good discovery uncovers the problem behind the stated problem, the cost of leaving it unsolved, and the people who will weigh in. This is also where you apply a qualification framework quietly, without turning the call into an interrogation.

Qualify while you learn

Qualification is not a separate stage tacked on at the end; it runs through the discovery. As you learn, you are confirming whether this is a genuinely qualified opportunity: whether the need is real, the budget and authority are present or reachable, and the timing is plausible. If the fit is not there, a good discovery call ends kindly and early, which is a win, because it saves both sides weeks of polite time-wasting. Treating a clean disqualification as success is what keeps a pipeline honest and a forecast believable.

Close with a clear, mutual next step

End every discovery call by summarising what you heard, checking you have it right, and agreeing a specific next step with a date attached. Vague endings such as let me send some information are where deals quietly die. A concrete next step, booked in the calendar before you hang up, is what turns a good conversation into a live opportunity. If the next step is another meeting, apply the same care to confirming it that you would to any booking, so it does not become a no-show.

A simple agenda template you can reuse

Put together, the template is short: a one-minute opening that frames the call and agrees timing; two to three minutes on context and what prompted the meeting; the bulk of the time on open discovery and qualification questions; a few minutes to explore fit at a high level without a full pitch; and a firm close that summarises, confirms and books the next step. Keep it on a single page, share it in the calendar invite, and treat it as a guide rather than a script. The structure gives you freedom, because you are never wondering what comes next.

Common discovery-call mistakes to avoid

The most common error is talking too much, usually by jumping into a demo before understanding the problem. The second is asking shallow questions and accepting the first answer instead of probing. The third is ending without a dated next step. Each of these turns a promising call into a dead end. Fixing them is mostly discipline: prepare three or four strong questions, resist the urge to present, and never finish without agreeing what happens next. Discovery done well is the stage that makes the rest of the B2B sales process work.

Prepare before you dial

A good discovery call is half preparation. Spend a few minutes before it reviewing the prospect and their company, so your questions are specific rather than generic. Note one or two hypotheses about the problem you might solve, and the two or three things you most need to learn to decide whether this is a fit. Have the agenda open and the next possible meeting slots ready to offer. Walking in prepared lets you spend the call listening rather than scrambling, and prospects can usually tell within the first minute whether you did the work or not.

Follow up while it is still warm

The call does not end when you hang up. Send a short, same-day summary that restates what you heard, confirms the agreed next step and its date, and includes anything you promised. This does three things: it shows the prospect you listened, it removes ambiguity about what happens next, and it gives them something to forward internally to the other people who will weigh in on the decision. A prompt, specific follow-up is often the difference between a discovery call that becomes a real opportunity and one that simply fades into silence.

If your team is spending its best hours running discovery calls instead of getting to them, get in touch to see how we book 15-20 qualified meetings a month, so your salespeople walk into structured calls with prospects who fit, and you run the conversation that closes the deal. It is one part of a broader appointment setting strategy.