What you'll get
- 1 copy-ready blocks
- 5 min read
- Part 1: The nine sections
- Part 2: Hold the vendor to activity, not to a meetings quota
How to use it
- Step 1: Fill in the nine sections in Part 1 with the vendor, on a call, before signature.
- Step 2: Attach the qualified meeting definition as its own annex and reference it in section 4.
- Step 3: Read Part 2 on activity levels before you accept any number.
- Step 4: Date both annexes, attach them to the agreement and file the originals.
Appointment setting services are sold on a conversation and delivered on a contract, and the gap between the two is where disputes live. This annex closes the gap: nine sections that pin down scope, the people, the list, the definition of qualified, the work, the reporting, the data, the remedies and the exit. Fill it in with the vendor on one call, before you sign.
Part 1: The nine sections
1. Scope The vendor researches, reaches out and books. The vendor does not close,
quote or contract. Anything else in or out: [list it]
2. The team Named people and roles: [names]. A replacement is like for like,
introduced before starting, within [10] working days.
3. The list Outreach goes only to accounts on a list the buyer approved in writing.
Additions and swaps need written approval. The list is reviewed every [4] weeks.
4. Qualified A meeting is invoiced only if it meets Annex [A], the qualified meeting
definition attached to this agreement.
5. Activity What runs each week, in things the vendor controls: accounts worked [ ],
people contacted per account [ ], channels used [ ]. Not met two weeks
running: flagged in the report with a reason and a fix.
6. Reporting Weekly, by account: accounts reached, people in conversation,
meetings held and their status against Annex [A]. Sends and opens
may appear, but never as the headline.
7. Data The buyer owns the account list, the contact data gathered, the
conversation history and any domains or inboxes bought for the work.
Handover within [10] working days of exit, in a usable format.
8. Remedies A meeting that fails Annex [A] is replaced at no charge. Activity
below section 5 for a full month: [credit / extension], as agreed here.
9. Term, exit Term [ ], notice [ ], and what happens to meetings already booked
during the notice period: [they are honoured and invoiced as normal].Part 2: Hold the vendor to activity, not to a meetings quota
A vendor who signs a fixed meetings number before seeing your market has already decided to book whoever says yes; the number gets hit and the definition quietly stretches. The honest structure is the one above: activity levels the vendor fully controls, a qualified definition no meeting can dodge and a replacement remedy. Volume then follows, or the engagement ends on the terms you set in section 9. If a vendor resists that structure, the vetting checklist has eleven more questions to ask before you walk.
Worked example (illustrative, not a real company)
Northfield Logistics engages a vendor for its depot software line. Marcus Lee fills the annex on one call: two named SDRs, a 60-account approved list, 25 accounts worked a week across email, LinkedIn and phone, a weekly account-level report and data handover on exit. In week nine one SDR leaves; the replacement rule triggers, a like-for-like introduction happens before the start and the report notes it. Nothing is renegotiated because nothing was vague. All names and details are invented.
Five mistakes to avoid
- Signing the vendor's standard agreement untouched. It was written to protect the vendor. The annex is how you balance it without a legal fight.
- Accepting a meetings quota as reassurance. It rewards the easiest bookings, not your target accounts.
- Leaving the team unnamed. "Our SDR pod" means whoever is free. Names in section 2 or no signature.
- Skipping the data clause. When you leave, the lists, history and domains leave with the vendor unless section 7 says otherwise.
- Measuring the first month on meetings. Judge weeks one to four on list quality, research and conversations started; meetings land on the market's clock, not the contract date.
Why this works on named accounts
Common questions
What should an appointment setting contract include?
Scope, named people, an approved account list, a written qualified meeting definition, activity levels the vendor controls, account-level weekly reporting, data ownership, remedies and a clean exit. The annex above is those nine things in fill-in form.
Should I pay per meeting or a monthly retainer?
Either can work and both can go wrong. Per meeting pushes volume and makes the qualified definition carry all the weight; a retainer pays regardless, so the activity and reporting sections carry it instead. Read pay per meeting vs retainer for the full comparison.
What activity levels are reasonable to ask for?
Whatever the vendor proposes in writing once they have seen your list, your market and your channels. There is no honest universal number, which is exactly why the annex asks the vendor to commit to one and report against it weekly.
More from the Academy
Qualified Meeting Definition
For anyone paying for meetings, per booking or on a retainer.
You leave with four fill-in criteria, a never-counts list, a named judge for borderline cases and a replacement rule, ready to attach as a contract annex.
Outsourced SDR Contract Checklist
For founders and sales heads holding a proposal from an outsourced SDR or sales outsourcing provider.
You leave with a 30-point contract checklist, five clauses to ask for in writing and a sheet to compare three proposals.
Lead-Gen Agency Vetting Checklist
For founders and sales leads holding a lead generation proposal.
You leave with 12 questions to send in writing, the evidence to ask for with each, six walk-away signs and a sheet to file with the contract.
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