TTMC integrates seamlessly with sales team as Agilio struggles to recruit

Agilio Software is one of the largest providers of compliance and e-learning software designed to support the safe and efficient running of healthcare practices. For over 40 years their software has supported clinicians across a wide range of healthcare disciplines, helping automate processes so providers can prioritise patient care.

Agilio offers a range of integrated services (iComply, iLearn and iTeam) tailored specifically to the needs of dental practices, designed to take care of compliance, training and HR so dental staff can focus on looking after patients and the smooth-running of their practice.

Campaign objective and project background

The team at Agilio was struggling to recruit and retain in-house sales development staff and decided therefore to engage an outsourced sales agency to support their four new business sales executives. Based on their specialist outbound B2B expertise and experience in the technology sector, The Telemarketing Company (TTMC) was chosen to provide a team of three outbound agents to set up online demonstrations for Agilio’s industry-leading compliance handling and training software.

The agents were tasked to call a database of dental practices in the UK, identify and reach qualified decision makers, then book demos for the Agilio One package, comprising iComply, iLearn and iTeam. The overall objective for the telemarketing programme was to deliver a pipeline of qualified opportunities in the target market to the in-house sales executives.
 

Project execution

The client provided a database of approximately 4000 records to support a campaign targeting all UK dental practices where Agilio Software was not already in use.

TTMC’s primary objective was to secure and schedule fully qualified opportunities to deliver online demonstrations of the software to senior decision makers within practices that had a requirement.
 
However, the programme was designed to support a number of secondary objectives also:
 

• A set of questions were formulated to gain better insights into the practices’ current processes, challenges they were facing in respect of Covid-19 and support they required to pass their regular CQC inspections to legal and regulatory compliance.
• TTMC was also tasked to capture renewal dates for practices using competitor software to build a longer-term pipeline for the sales team internally.

Agilio’s management team met with TTMC account managers, team managers and agents to brief them in detail on the proposition and provide training on the specific features and benefits of the product stack. Agents needed to be equipped to engage in a credible dialogue with decision makers, handle objections robustly and bring to the fore elements of the proposition most relevant to each decision maker profile. Given the client’s longstanding reputation in the sector, each agent’s style and approach also needed to align fully with the client’s own brand values, tone and culture. It was critical that calls were authentic and that the calling team was working effectively as a seamless extension of Agilio’s own team.

Multiple contact points existed within the data so TTMC needed to identify and qualify individuals to work their way to the most relevant decision-maker within each organisation, typically Practice Owners/Principles and Practice Managers. Customer persona were detailed by the client during the brief and a full overview of competitor packages was also provided. Pain points, challenges and potential objectives for each persona type were covered so that agents were prepared to react to cues and prompts, and tailor the proposition accordingly on the live call.

The team liaised closely with the client to clarify any issues or escalate urgent call back requests in the case of hot opportunities. The data was also structured so the calling team could focus by territory to ensure that leads were evenly distributed across the sales team.

Results

TTMC delivered over 200 qualified opportunities over the course of the programme and captured valuable insight across the database that could be utilised by the internal new business exec team at Agilio going forward.

The programme also helped Agilio to identify and group businesses affiliated with larger dental groups so they could be removed from future activity to increase the overall efficiency of sales and marketing efforts. Through the programme also those with existing software provisions were updated on the current proposition, warming their interest and ensuring they would be ready to re-engage ahead of renewal. Profiling questions incorporated into calls delivered valuable insight and intelligence around the requirements and support needs of a key target audience.