Pricing Strategies: How Much to Charge Per Appointment

The Pricing Dilemma

Most new appointment setters undercharge. They're afraid to ask for what they're worth, so they price at $50–$100 per appointment. Meanwhile, established agencies charge $200–$400 for the same service.

The difference isn't quality—it's confidence and positioning.

What Determines Appointment Value?

Several factors influence how much you can charge:

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1. Industry

High-ticket industries pay more. Solar, real estate, legal services, and B2B software can afford $300+ per appointment. Low-ticket industries like local services may only pay $100–$150.

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2. Lead Quality

Are you delivering cold leads or warm, pre-qualified prospects? The more qualification you do, the more you can charge.

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3. Show Rate

If your appointments show at 70 percent or higher, you can charge premium rates. If they show at 40 percent, you'll struggle to justify high prices.

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4. Your Reputation

New agencies charge less to build case studies. Established agencies charge more because they have proof of results.

Pricing Models

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Model 1: Per Appointment

Charge a flat fee for each booked appointment. This is the most common model.

Example: $200 per appointment, 25 appointments per month = $5,000

Pros: Simple, predictable, easy to scale

Cons: Income is capped by volume

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Model 2: Monthly Retainer

Charge a fixed monthly fee for a set number of appointments.

Example: $6,000/month for 30 appointments

Pros: Predictable income, easier to manage cash flow

Cons: Clients may expect more than you can deliver

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Model 3: Performance-Based

Charge based on results, such as appointments that show or deals that close.

Example: $150 per appointment + $500 bonus for every closed deal

Pros: Aligns incentives with client success

Cons: Harder to predict income

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Model 4: Hybrid

Combine a base retainer with performance bonuses.

Example: $3,000/month base + $100 per appointment over 20

Pros: Balances predictability with upside

Cons: More complex to explain and track

How to Set Your Prices

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Step 1: Calculate Your Costs

How much does it cost to deliver one appointment?

Ad spend: $30

VA labor: $10

Software: $5

Total cost: $45

To make a 50 percent profit margin, you need to charge at least $90 per appointment.

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Step 2: Research Competitor Pricing

What are others in your niche charging? Use this as a baseline, then adjust based on your unique value.

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Step 3: Test and Adjust

Start with a price that feels slightly uncomfortable. If clients say yes immediately, you're probably too low. If they all say no, you're too high.

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Step 4: Raise Prices Over Time

As you build case studies and improve your systems, raise your prices. Existing clients may stay at their current rate, but new clients pay more.

How to Justify Premium Pricing

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Show ROI

If a client pays you $5,000 for 25 appointments and closes 5 deals worth $10,000 each, you've generated $50,000 in revenue. That's a 10X return.

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Highlight Your Process

Explain your qualification process, follow-up system, and show rate. The more professional your operation, the more you can charge.

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Offer Guarantees

Consider offering a performance guarantee, such as:

"If we don't deliver at least 20 qualified appointments, you don't pay."

This reduces perceived risk and justifies higher prices.

Common Pricing Mistakes

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Mistake 1: Competing on Price

Don't be the cheapest option. Compete on quality, reliability, and results.

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Mistake 2: Not Raising Prices

Inflation, better systems, and proven results justify price increases. Review your pricing every 6–12 months.

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Mistake 3: Offering Discounts Too Quickly

If a client pushes back on price, don't immediately discount. Instead, ask what their budget is and adjust the scope (fewer appointments, less support).

Final Thought

Pricing is as much about psychology as it is about math. Charge what you're worth, deliver exceptional results, and don't be afraid to raise prices as you grow.

Join the free webinar and learn how you can truly start making great money.