B2B Cold Calling for Payroll, PEO & Benefits
$1,500 to set up. $6,000 per block of qualified meetings. When a block is delivered, the next one starts.
One block contains 15 qualified, held meetings, or $400 per held meeting.
Who we call
Owners and office managers at companies with 10–150 employees.
Where the list comes from
State business registrations, employee-count databases, job boards with HR and payroll hiring signals, and local business directories. We verify the company size, role, and phone number.
The meeting we book
payroll cost review
The owner or office manager confirms responsibility for payroll or benefits and agrees to review current payroll costs and service requirements.
What we say
- 00:00:02Hi {first_name}, I am calling for {client_company}.
- 00:00:14We review payroll and benefits costs for companies with 10 to 150 employees.
- 00:00:26I am checking whether you oversee that account for {company}.
- 00:00:38Would you be open to a payroll cost and service review?
The objection we hear most, and what we say
“We are not changing payroll providers.”
Understood. The review records the current fees, service scope, and renewal terms. Would that comparison be useful before the next contract decision?
Planning math for one block
75 dials/day × 20 days = 1,500 dials → 120 connects → 60 conversations → 15 meetings
The page assumes a 8% connect rate, or 120 connects from 1,500 dials (Gong, accessed 2026; Cognism, 2026). It assumes half of those connects become conversations, or 60 conversations (Cognism, 2026), and a 25% meeting set rate from conversations, or 15 meetings (Belkins, 2025; The Bridge Group, 2025). These are planning assumptions, not campaign results.
Deal math
15 meetings × 20% close rate = 3 deals × $24,000 annual contract value = $72,000
This example uses a 20% planning close-rate assumption and a typical annual contract value of twenty-four thousand dollars. Replace both inputs with the values from your own sales records.
Service details
More about Payroll, PEO & Benefits
List build, script, number provisioning, CRM/calendar hookup, caller training on your offer.
$1,500 to set up. $6,000 per block of qualified meetings. When a block is delivered, the next one starts.
- A trained, English-speaking caller, working your campaign half of every working day
- A verified list of decision makers built for each block
- Properly provisioned business numbers, monitored for reputation and spam flags
- Our own dialer, with every call recorded
- A script we write and you approve
- Call notes and recordings synced to your CRM
- Meetings booked into your calendar
- A report every Friday: dials, connects, conversations, objections, meetings
Invoiced in USD, paid in advance, exclusive of applicable taxes and bank or FX charges. No rev-share, no equity, no hourly billing.
What counts as a qualified meeting
A qualified meeting counts toward your block only when it is an ICP-fit account, the agreed title, a confirmed need or timing, a time accepted and re-confirmed before the meeting, and the meeting held. No-shows don't count. We re-book them.
Compliance
We call business lines during business hours in the prospect's time zone, identify ourselves and the client on every call, maintain an internal do-not-call list honoured immediately, scrub US lists against the National Do Not Call Registry, and follow call-recording consent rules for the state or province we're calling into.
Invoiced in USD, paid in advance, exclusive of applicable taxes and bank or FX charges. No rev-share, no equity, no hourly billing.
Payroll, PEO & Benefits FAQ
Who does Thaw call for Payroll, PEO & Benefits?
Owners and office managers at companies with 10–150 employees.
What meeting does Thaw book for Payroll, PEO & Benefits?
payroll cost review. The owner or office manager confirms responsibility for payroll or benefits and agrees to review current payroll costs and service requirements.
What does a block cost for Payroll, PEO & Benefits?
$1,500 to set up. $6,000 per block of qualified meetings. When a block is delivered, the next one starts. This industry has 15 held meetings in a block, or $400 per held meeting.
How much caller time does the campaign receive?
One trained caller works two campaigns. Yours gets half of every working day: about 75 dials, 20 working days a month, roughly 1,500 dials per block.
References
Sources
Book a 15-minute call
Send the offer, target buyer, service area, and current deal value. The call covers the meeting definition, list sources, campaign fit, and setup requirements.