One of the most likely reasons why companies support the pay-per-appointment model of B2B telemarketing is that it’s a financially low-risk option, since they only pay for scheduled appointments set for them. They can clearly see where their money goes to, and so for them it is far more cost-effective compared to traditional packages.
The standing question, though, is whether or not this kind of transaction can produce the same quality of appointments, the same approach towards telemarketing, the same follow-up mechanism, and the same impression from prospects. You see, pay-per-appointment contracts aren’t exactly what B2B telemarketing agencies shoot for, as they would rather a conventional-type model. That, itself, can be a factor to consider.
If you’re planning to employ this method into your marketing mix, here are some points to ponder on:
Is it okay for you that your callers are going to be aggressive?
If you take on a pay-per-appointment deal, you should expect that telemarketing agencies would be breathing fire down their agents’ necks for them to produce appointments. That also means agents would be wearing an aggressive approach towards their prospects because of the pressure. Do you really want to be professionally represented as a pushy vendor?
How would you know if appointments are unique to you?
You may have heard it through the grapevine that some telemarketing agencies sell their appointments to more than one client. This is especially suspicious in the pay-per-appointment model, since they are in need of appointments, otherwise they won’t get paid. Should your contract be pay-per-appointment, do you have means to check if your appointments are yours only?
Would you sacrifice quality just to get more appointments?
In a traditional setting, telemarketing agencies would still have the capacity to maintain their standards when it comes to lead generation and appointment setting. In a pay-per-appointment model, though, where they feed off every meeting scheduled, they have the tendency to uphold a “that will have to do” mentality. Quantity is what would drive them, and not quality. Can your business live with that?
After the appointment, what happens next?
Lastly, the pay-per-appointment model doesn’t generally support any follow-up system. As soon as the appointment is set and the money is wired, telemarketing agencies will no longer care what would happen to the lead. They’ve done their part of the deal, and you pick it up from there. If this setup doesn’t work for you, you’d be better off with a complete telemarketing package. Look for B2B lead generation companies, for they usually offer deals that take care of everything from cover to cover.