Ellerby Dental Group / BG-Demo – Proposal
Callcompleted
Ellerby Dental Group · 12 Mar 2025 14:45
Vikram Sethi, Ellerby's CFO, asked for the return on investment on the Growth proposal. He called the timing reasonable, said the group is close, and asked for the order form, subject to review with the IT director.
What was said
What this says
As at Fri 9 Oct 2026Vikram Sethi, Ellerby's CFO, asked for the return on investment on the Growth proposal. He called the timing reasonable, said the group is close, and asked for the order form, subject to review with the IT director.
What happened: Priya walked Vikram and Rebecca through the Growth tier at £44k a year, with an all-in first figure of around £52k including implementation. Vikram asked about disruption, scaling and support.
Customer view: Vikram said "Send the order form over and let's get this moving." He still needs to review with the IT director.
Commercial: The call is a buying signal at proposal stage. Priya promised the order form the next morning; the evidence does not show it was signed.
Watch: Vikram's question on adding users and connectors was answered with "we can talk about that when the time comes". The tier includes 40 users and Vikram said Ellerby has 40, so there is no headroom.
Themes
As at Fri 9 Oct 2026Theme
Growth proposal commercial review
Importance
upsell
Sentiment
positive
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Priya Raman to send the order form the morning after the call.
- Priya Raman to send a technical questionnaire so IT can answer the access questions.
- Laura and Megan Statham to plan connectors once the order form is signed.
Risks
As at Fri 9 Oct 2026- Vikram still has to review the proposal with the IT director before signing.
- Ellerby already has 40 users, the Growth tier limit, so extra users would be an add-on cost.
Opportunities
As at Fri 9 Oct 2026- Vikram asked for the order form, so signature may be close.
- Additional users and connectors are a likely add-on conversation after go-live.
Transcript
Priya RamanAfternoon Vikram, Rebecca, thanks for making the time. I hope you've both had a chance to look at the proposal we sent across. I wanted to walk through the commercial bits with you today, answer any questions, and see if we can move this forward. Rebecca, did the demo land well from your side?
Rebecca OakesYeah, it was really helpful actually. The team was impressed with how it cross-references the data. I think Megan has some technical follow-ups, but from a user perspective it looks solid.
Vikram SethiSo Priya, taking a step back, I get the value proposition. But I need to understand the return on investment here. What am I looking at in terms of cost and how that pays for itself?- Priya RamanGood question. So the Growth tier is £44,000 a year, and then there's a one-off implementation fee. All in, you're looking at around £51,600 to get up and running. That's covering the setup, the connector configuration, security review, eight weeks of hands-on implementation from our side, plus your first year of subscription.
- Vikram SethiEight weeks, how disruptive is that to our business? We've got 40 users across the group, and if this is pulling in data from multiple systems, I'm assuming you need our IT team involved.
- Priya RamanIt's minimal disruption, to be honest. We don't need to change anything in your existing systems. Laura, our implementation lead, will work with Megan to set up the connectors, that's a couple of weeks of work. Then we'll do training and you'll be live. Your IT team needs to give us read access to the source systems, but that's a one-off conversation.
- Rebecca OakesAnd then it's just there, refreshing every night, so the data stays fresh?
- Priya RamanExactly. Nightly refresh by seven in the morning every business day. You're not managing anything, that's on us. And Vikram, on the ROI side, Rebecca's team currently spends a lot of time pulling data from different systems and reconciling it by hand. This removes that. You're also getting visibility into supplier performance and patient satisfaction across the whole group in one place, that's the kind of insight most practice groups are flying blind on.
- Vikram SethiHow does this pricing scale if we want to add more users later? Or if we need more data connectors?
- Priya RamanGrowth tier comes with 40 users and eight connectors included. If you want to add users, that's an add-on at a per-user rate. Same with connectors. We can talk about that when the time comes. For now, you're well covered.
- Vikram SethiAnd what's the support like? If something goes wrong, who am I calling?
- Priya RamanEsther is your customer success manager, she's your first port of call for anything. We've got a one-hour first response time for any issues with Growth. If there's a problem with data freshness or availability, we'll make it right. It's all in the SLA in the proposal.
- Rebecca OakesWhen would we be looking to go live?
- Priya RamanIf we can get the order form signed in the next week or two, we'd kick off implementation straight away. Eight weeks from kickoff, you're live. So you're looking at late April at the earliest. Does that timing work for you both?
- Vikram SethiThat's reasonable. I'm going to need to review this with our IT director, but I think we're close. What are the next steps on your side?
- Priya RamanI'll send you an order form and we can walk through any final points. Once that's signed, we'll get Laura and Megan in a room and start planning the connectors. We'll send a technical questionnaire over so your IT team can answer the access questions we need. Does that work?
- Vikram SethiYeah, sounds good. Send the order form over and let's get this moving.
- Priya RamanBrilliant. I'll get that to you tomorrow morning. Cheers both, speak soon.
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