How much does a B2B sales appointment cost?
Most B2B sales appointments cost between $150 and $1,000 booked. Retainer agencies average $350 to $600 per meeting when you divide monthly fees by booked meetings. Per meeting priced vendors typically sit between $250 and $1,000.
The real cost per booked meeting depends on 4 things: ICP difficulty, average contract value, channel mix, and who is doing the outreach.
Easy ICPs (small business owners, contractors, restaurants) can produce meetings at $100 to $250. Mid market IT, finance, and healthcare buyers typically cost $400 to $800 per booked meeting. Enterprise C suite meetings can run $1,000 to $3,000 each.
In house SDR math: a fully loaded US SDR costs $8K to $12K per month and books 8 to 15 meetings, so cost per meeting lands between $600 and $1,500 before tooling.
Outsourced retainer math: agencies charging $4K to $7K per month typically deliver 10 to 20 booked meetings, putting cost per meeting between $250 and $700.
The lowest headline price is rarely the lowest true cost. Cheap meetings that never close cost more than a $600 meeting that turns into $30K ARR.
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