Pricing models
Retainer vs. per-appointment vs. hybrid — how much to charge and how to package it.
Price off the value of a meeting to the client, not your time. A qualified meeting that can turn into a $20k deal is worth a lot — so a $3–5k/mo retainer is an easy ROI story when you frame it right.
The models
| Model | Typical price | Pros / cons |
|---|---|---|
| Retainer ★ | $2k–$5k+/mo | Predictable, recurring; you carry delivery risk |
| Per-appointment | $50–$500 / meeting | Easy first "yes"; income less predictable |
| Retainer + per-meeting bonus | $2k base + $X / meeting | Best of both — base income + upside |
| Rev / commission share | % of closed deals | High upside; depends on their close rate |
How to anchor the price
Do the math out loud with the client: customer value × close rate × meetings = pipeline. If a customer is worth $20k, they close 1 in 5 qualified meetings, and you book 10/mo, that's ~$40k in monthly pipeline — your $4k/mo is a 10x story. Suddenly the fee feels small.
What beginners should do
- Land the first client on a per-appointment or small pilot retainer to prove results.
- Move to retainer + bonus once you have a case study — predictable base plus performance upside.
- Raise prices as your proof grows. Early under-pricing is fine; staying cheap is not.
- Charge monthly, up front. Retainers are paid at the start of the period.
Don't compete on being cheapest
Race-to-the-bottom pricing attracts the worst, highest-churn clients and starves you of margin to deliver well. Compete on results, targeting quality (your Scrupp lists), and reliability instead.
You're not selling outreach hours — you're selling pipeline. Price as a fraction of the revenue you create, and the number stops feeling scary for both sides.
Next: closing your own clients.