· Vishnu Prithiv, founder of Vivin Sales · facts checked · 6 min read
Pricing details a lead generation proposal should state
Ask a lead generation proposal to state the billable unit, price, volume and caps, other fees, tax, invoicing, replacements, disputes and notice.
Short answer: a lead generation proposal should state the billable unit, its price, the volume and any cap, every other fee, currency and tax, invoice timing, replacements, disputes and how either side ends the work. If a price appears without the event that triggers it, ask for that event in writing.
Vivin Sales charges USD $15 to $500 per accepted lead, exclusive and never resold, a lead that is off-criteria is replaced, and there is no setup fee. Every fee is listed in your written quote before you sign.
Why does the proposal need to state pricing in writing?
A price only means something next to its definition. “A lead” can mean a contact record, a reply or a lead that meets your criteria, and the invoice will follow whichever the document names. A proposal is also the first document you can compare across providers, so gaps in it are information.
Ask for a single written quote, not a price on a call and terms in a later email. Then check the quote against the contract, because the signed agreement is what governs.
Which pricing details should the proposal list?
Use this as a checklist. Each row is a question to put to any provider, including us.
| Detail | What the proposal should say |
|---|---|
| Billable unit | The exact event that creates an invoice line |
| Price per unit | A figure or a stated range, and who sets the figure within the range |
| Volume and caps | The expected volume, any monthly cap and what happens when it is reached |
| Other fees | Setup, monthly, tool, data or infrastructure fees, each with an amount |
| Currency and tax | The currency of every amount and how tax appears on the invoice |
| Invoice timing | When each invoice is issued and what accompanies it |
| Replacements | What qualifies for replacement and the window to ask |
| Disputes | How to dispute a unit, the evidence needed and the review window |
| Term and notice | Any minimum duration and the notice needed to end the work |
| Records and ownership | Who owns delivered records, and what happens to lists and domains at exit |
If a row is blank in the proposal, ask for it before you sign. A blank row is a question, not proof of anything.
What does Vivin’s own agreement say about these points?
Vivin’s lead agreement states several of them. A delivered lead or appointment can be disputed within 5 business days of delivery under the written criteria. Either party may end a campaign on 14 days written notice. All amounts are in USD, and every invoice carries the delivery sheet, including replacements. The agreement also says volume, caps, pauses, notice and any minimum duration are stated in the signed agreement, and that the client owns the delivered records.
For pay per appointment, Vivin charges USD $100 to $500 per attended appointment. No-shows are never billed, and cancellations with notice are replaced. Every fee is listed in your written quote before you sign.
For pay per close, the fee is 5% to 20% of attributed contract value plus USD $497 per month. The rate is agreed per client, 20% is the ceiling, the USD $497 applies regardless of closes and the client closes. Every fee is listed in your written quote before you sign. See how pay per close attributes a closed deal for the attribution terms.
How is a price range turned into a number?
A range is not a quote. If a proposal gives one, ask what moves the figure within it and ask for the figure that applies to your scope. For Vivin, every fee is listed in your written quote before you sign, and the pricing page shows the published ranges. The sample lead shows what an accepted lead record contains, which helps you see what the unit price covers.
Our cost per lead calculator works out the most you can afford to pay per lead from your own revenue, margin and closing rates. Use your figure to test any quote.
Which costs are easy to miss?
Look for fees that sit outside the unit price: setup, minimum spend, tool charges, charges on duplicates and costs at exit. The article on hidden costs in lead generation contracts goes through each, and how outsourced SDR agencies price their services describes the four main structures. Do not forget your own time to follow up on what is delivered.
How do you compare two proposals?
Put them side by side using the table above, one column per provider. Convert each to the cost of the outcome you care about, such as an attended meeting, using your own assumptions, and show your working. The pay per lead company comparison lists what other providers publish on their own sites, and how to compare B2B lead generation agencies fairly gives a full checklist. For a sector example, see pay per lead for financial advisors, and for the model overview, the lead generation hub.
Frequently asked questions
What is the single most important pricing detail in a proposal?
The event that triggers an invoice. Until it is written, no price can be compared with another provider’s.
Should the proposal include a monthly spending cap?
A cap is a contract term, so ask for it in writing, along with what happens when it is reached. Vivin states caps in the signed agreement.
Can a proposal change after I sign?
Ask what the agreement says about changes before you sign. In Vivin’s lead agreement, the current published fees and notice terms apply to new agreements, and existing agreements are unchanged.
Where do I check Vivin’s current terms?
Read the lead agreement and the pricing page, then ask for your written quote. Every fee is listed in your written quote before you sign.
