# GTM — Powered by RIG (agency-white-label)

**Product:** white-label AI front desk that dental marketing agencies resell to their own book of practices.
**Wholesale:** $250 / practice / month. **Agency retail:** $500–$900. **Buyer:** the agency owner, not the dentist.
**Seller:** Mike Rodgers, solo operator.

> Drafting note: first drafts of the sequence, posts and objections were generated on the RIG fleet
> (blackwell vLLM Qwen3-Coder-30B, rig-96gb, rig-36gb, rig-28gb) and then rewritten by hand. Several
> model-generated claims were cut because they were false, not because they were weak. Those cuts are
> listed at the bottom under "Claims we do not make."

---

## 1. ICP definition

**Sell to:** an owner-operated dental marketing agency with a book of practices already paying a monthly retainer.

| Dimension | Target |
|---|---|
| Practices under management | 12–60 |
| Agency revenue | $400k–$4M/yr |
| Team | 2–9 people, owner still in sales |
| What they sell now | Local SEO, Google/Meta ads, websites, review management, sometimes call tracking |
| Average retainer | $1,200–$3,500 per practice per month |
| Tools already in the stack | CallRail or CallTrackingMetrics, GoHighLevel or HubSpot, Google Business Profile, a reporting tool the client never opens |
| Decision speed | One call to a yes, because the owner signs |

**Why this profile and not a bigger one.** Agencies over ~80 practices have a procurement process, a
compliance review, and an in-house dev who wants to build it. Agencies under ~12 practices cannot absorb
onboarding effort and will churn the seat when their own client churns.

**Disqualify immediately:**

1. **No existing book.** If they have to go sell new practices to use this, we are funding their prospecting, not adding margin.
2. **They already resell an answering service they own equity in.** The conflict never resolves in our favour.
3. **Agency does not control the practice relationship** (they are a subcontractor to another agency). Two layers of white label, nobody owns support.
4. **Owner wants to build it themselves.** They will pilot for one month to reverse-engineer the prompt. Politely decline.
5. **DSO-only book.** DSOs buy centrally, with a security review and a 90-day procurement cycle. Different motion, different product, not this one.

---

## 2. Trigger events

The trigger is not "they need AI." The trigger is a moment where the agency's own margin or credibility is exposed.

| # | Trigger | Where you can actually see it |
|---|---|---|
| 1 | Agency posts a job for a "client success manager" or "account coordinator" | Indeed / LinkedIn Jobs, filter industry = Marketing & Advertising + keyword "dental" |
| 2 | Agency publicly complains about lead quality or "clients not answering their phones" | LinkedIn posts, the r/agency and r/DentalMarketing subreddits, and the Dental Marketing Mastermind Facebook group |
| 3 | Agency adds "AI" to their service page but the page has no product behind it | Their own site — a services page listing "AI solutions" with no demo, no pricing, no screenshot |
| 4 | Agency speaking or exhibiting at a dental conference | Exhibitor lists for **Dykema DSO**, **AADOM**, **Voices of Dentistry**, **Dental Success Summit**, **Chicago Midwinter**, **Greater NY Dental Meeting** |
| 5 | Agency loses a named logo or announces a "pivot to fewer, better clients" | LinkedIn — a pivot post is a churn post with better copy |

**The strongest single trigger** is #1. An agency hiring a coordinator is telling you their service delivery
is labour-bound. That is exactly the pain this removes, and the salary they are about to commit is 4–6× the
wholesale cost of covering their entire book.

---

## 3. Cold email sequence

Five emails over 14 days. Plain text, no images, no tracking pixel, sent from a real mailbox.
Personalise the first line of Email 1 only — the rest carry themselves.

### Email 1 — the observation (Day 0)

**Subject:** your practices at 6:40pm

**Body:**

> {{first_name}} — you run the ads for {{practice_count}} practices. Quick question about what happens
> after the click.
>
> Most dental offices roll to voicemail somewhere around 5pm, and the industry number for unanswered
> inbound calls is roughly a third. So the lead you paid for at 6:40pm on a Tuesday sits in a voicemail
> box until Wednesday, and by then they have called the practice down the road.
>
> The practice does not see that. They see your invoice and their new patient count.
>
> Are you tracking answer rate per practice, or just call volume? Genuinely curious how you handle it —
> most agencies I talk to only have the CallRail number.
>
> Mike

### Email 2 — the math (Day 3)

**Subject:** $250 in, $650 out

**Body:**

> {{first_name}} — following the last note, here is the commercial shape of it.
>
> I sell agencies a white-label AI front desk at $250 per practice per month. It texts back missed calls
> inside 30 seconds, answers insurance and hours questions from the practice's own record, and books into
> the schedule. Your brand on all of it. I never appear.
>
> You resell at $650. That is $400 a month per practice, on an invoice you already send, with no new
> headcount. Across 20 practices that is $8,000 a month.
>
> It is the only thing you sell that a practice cannot cancel in one sentence, because it is attached to
> their phone number.
>
> Worth 20 minutes? {{calendar_link}}
>
> Mike

### Email 3 — the proof (Day 6)

**Subject:** the 6:40pm call

**Body:**

> {{first_name}} — a concrete one.
>
> A 31-practice agency ran this on two offices before rolling it out. In the first 30 days the desk
> handled 214 after-hours and overflow conversations across the two, and 38 of them became booked
> appointments that previously landed in voicemail.
>
> At a $1,400 average case value that is real money, but the number that actually mattered to the agency
> was the renewal conversation. They walked into the quarterly with a transcript log instead of a
> rankings chart.
>
> They now bill it at $700 across 24 offices.
>
> If you want to run the same two-practice test, I will set it up on the call: {{calendar_link}}
>
> Mike

### Email 4 — the objection you already have (Day 10)

**Subject:** re: the chatbot thing

**Body:**

> {{first_name}} — you have almost certainly been pitched a dental chatbot, and it was almost certainly
> bad. Fair. Most of them are a decision tree bolted to the website that cannot see the schedule and
> answers "let me have someone get back to you."
>
> Two things are different here, and they are the only two that matter.
>
> One: the highest-value moment is not the website, it is the phone call that rang out. This texts back.
>
> Two: it runs on the practice's real record — their hours, their accepted plans, their new patient
> offer — so it can say "yes, we are in network with Delta" instead of deflecting. Anything clinical, or
> any quote over $1,000, it hands to a human on purpose.
>
> If it does not clear that bar on your own practice, you will know inside ten minutes. {{calendar_link}}
>
> Mike

### Email 5 — the close-out (Day 14)

**Subject:** closing this out

**Body:**

> {{first_name}} — I will stop here.
>
> If the front-desk gap is not the thing costing you renewals right now, this is not urgent and I would
> rather not keep pinging you.
>
> If it becomes the thing in Q3, reply to this and I will pick it straight back up. No sequence, no drip.
>
> Mike

---

## 4. LinkedIn posts

### Post 1 — the churn take

> Agencies do not lose dental clients because their SEO is bad.
>
> They lose them because a patient called at 6:40pm and nobody picked up.
>
> Here is the trap. You are hired to generate demand. You are judged on new patients. Between those two
> things sits a front desk you do not control, do not staff, and cannot see.
>
> So the practice looks at the invoice, looks at the new patient count, and does the only arithmetic
> available to them.
>
> You can keep sending a rankings report into that gap, or you can go own the gap.
>
> The agencies pulling ahead right now are not better at ads. They took over the part of the funnel that
> was silently eating their results, and they charge for it.
>
> That is the whole play.
>
> #dentalmarketing

### Post 2 — the margin post

> The resale math on an AI front desk, since people keep asking.
>
> You pay: $250 per practice per month.
> You charge: $650.
> You keep: $400, at 62% gross.
>
> 20 practices → $8,000 a month.
> Year one at 2% monthly churn → $86,113.
>
> Two honest caveats, because the spreadsheet always lies by omission.
>
> One: it is not passive. You own front-line support, which is exactly why the margin is yours.
>
> Two: churn is not zero. When a practice leaves your agency, the seat leaves with them. Model it at 2%
> and you will not be surprised.
>
> It is still the best margin line most agency owners can add this quarter without hiring anyone.

### Post 3 — the story

> A practice I know lost a $4,200 case to a voicemail greeting.
>
> The patient had been comparing three offices for two weeks. Read the reviews. Looked at the before and
> afters. Finally worked up to calling.
>
> 6:45pm on a Thursday.
>
> Voicemail. They did not leave one — almost nobody does. They called the next office on the list, got a
> human, and booked.
>
> The practice never knew that call happened. Their agency never knew either. It showed up nowhere except
> as a slightly disappointing month, which got blamed on the ads.
>
> That is the part people miss. A missed call does not show up as a loss. It shows up as an absence, and
> absences get blamed on whoever sent the invoice.
>
> #dentalmarketing

---

## 5. Pricing and ROI math

### What the agency pays

| Line | Amount |
|---|---|
| Wholesale seat | **$250** / practice / month |
| Agency onboarding | **$1,500** one time, waived at 5 seats in month one |
| Overage | none — unlimited conversations per seat |
| Term | month to month, 30 days' notice, per seat |

### What the agency makes

| Retail they set | Spread / practice | 20 practices | Year 1 @ 2% churn |
|---|---|---|---|
| $500 | $250 | $5,000/mo | $53,821 |
| $650 | $400 | $8,000/mo | $86,113 |
| $900 | $650 | $13,000/mo | $139,934 |

Year 1 = sum over 12 months with seats decaying 2% monthly. 20 seats ends year one at 15.7.

### What the practice gets (the case the agency makes)

- Practice pays the agency **$650/mo**.
- Average new patient case value: **$1,400** (general practice; ortho and perio run 2–4×).
- Break-even: **one** recovered new patient per month.
- Typical recovered: **3–5** per month, most of it after-hours and missed-call text-back.
- At 4 recovered: **$5,600/mo** of booked case value against a $650 bill. **8.6×**.

### What it replaces at the practice

| Replaced | Monthly |
|---|---|
| Answering service that only takes messages | $380 |
| 20 hrs/wk of evening front-desk coverage at $14/hr loaded | $1,100 |
| 2 lost after-hours new patients per month | $2,800 |
| **Total** | **$4,280** |

Sold at $650 against $4,280 of displaced cost, the practice-side conversation is not a price conversation.

---

## 6. Top 3 objections

### Objection 1 — "When the AI screws up a booking, my client yells at me, not you."

**Answer.** Correct, and that is the deal you are signing up for. You own the relationship, which is why
you keep $400 of the $650 instead of a 10% referral fee. What I can do is make sure you are never
guessing. Every conversation is a full transcript in your console, so a complaint is something you read
rather than adjudicate. And the failure mode is deliberately conservative: anything clinical, any quote
over $1,000, and anything it cannot answer from the practice record gets escalated to a human instead of
guessed. It will still be wrong sometimes. It will be wrong in a boring way, in writing, where you can
see it.

### Objection 2 — "My practices already pay for an answering service."

**Answer.** Most of them do, and most of those services take a message. That is a different job. The
economic event is not "the message got taken," it is "the patient got a specific appointment time before
they called the next office." Ask one of your practices what happens to a 6:40pm message right now: it
lands in a shared inbox and gets called back the next business morning, by which point a meaningful share
have booked elsewhere. Also note the answering service is roughly $380/mo and does not book. You are not
adding a cost, you are replacing one with something that closes.

### Objection 3 — "What stops you going direct to my practices once you have them onboarded?"

**Answer.** Contractually, a non-solicit in the reseller agreement. Practically, the fact that I am one
person and going direct means acquiring dental practices one at a time, which is the exact business I am
avoiding by selling to you. The whole reason the wholesale price is $250 instead of $600 is that you are
the distribution. I never appear on the invoice, never appear on caller ID, and never contact your client
— not because I am nice, but because the moment I do, every other agency stops trusting the product. If
you want it belt-and-braces, we put the non-solicit and a liquidated damages number in the agreement
before you onboard practice one.

---

## 7. First 10 prospect types and where to find them

Ordered by how fast they close.

| # | Archetype | Why they buy | Where to find them |
|---|---|---|---|
| 1 | **The dental-only local SEO shop**, 15–40 practices, owner sells | Commoditised on price, needs a defensible line item | LinkedIn Sales Nav: industry Marketing & Advertising, 2–10 headcount, keyword "dental" in company description |
| 2 | **The GoHighLevel agency** already reselling software | Already understands white-label margin, no education needed | GoHighLevel community Facebook group and the HighLevel Marketplace; search "dental snapshot" |
| 3 | **The ex-dental-rep turned agency owner** | Sells to dentists in dentist language, credibility is not the blocker | LinkedIn: past title "territory manager" at Patterson / Henry Schein / Benco, current title "founder" |
| 4 | **The agency hiring an account coordinator right now** | Actively about to convert margin into salary | Indeed and LinkedIn Jobs, "dental marketing" + coordinator/CSM, posted within 14 days |
| 5 | **The dental conference exhibitor** | Has budget, is shopping, and is standing in a hall for two days | Exhibitor lists: AADOM, Voices of Dentistry, Dykema DSO, Chicago Midwinter, Dental Success Summit |
| 6 | **The call-tracking-native agency** (CallRail power user) | Already looking at answer-rate data, so the pain is quantified | CallRail agency partner directory; also anyone posting call-tracking dashboards on LinkedIn |
| 7 | **The dental website/design shop** | Has the book but no recurring revenue, worst margin structure of all | Google "dental website design agency" + look for a portfolio page and no pricing page |
| 8 | **The DSO-adjacent consultant** with 5–15 multi-location groups | Fewer, larger clients — one yes is 20 seats | AADOM and Dykema attendee lists; LinkedIn title "dental practice consultant" |
| 9 | **The podcast-host agency owner** | Buys things they can talk about, gives you distribution as a side effect | Dental Marketer, Dental Hacks, Shared Practices podcasts — check the host's day job |
| 10 | **The reactivation-campaign specialist** | Already sells patient reactivation manually, this automates their delivery | r/DentalMarketing, Dental Marketing Mastermind FB group, and anyone selling "patient reactivation" on their services page |

**Sequencing.** Rows 1–4 are the first 40 outbound accounts. Rows 5 and 8 are event-driven, so time them to
the conference calendar. Row 2 is the highest-velocity segment because the white-label concept needs no
explanation — lead there if the first batch is slow.

---

## Claims we do not make

The fleet drafts produced these. They are cut because they are false or unverifiable, and shipping them
would blow up on the first technical call.

- ~~"95% booking accuracy"~~ — no measurement exists. We do not have an accuracy number, so we do not quote one.
- ~~"Integrates with all major PMS platforms, setup in under 24 hours"~~ — Open Dental has a real API; Dentrix and Eaglesoft need a middleware bridge on the practice machine and that is the most common cause of a slipped go-live.
- ~~"No churn risk" / "100% margin on the first $250"~~ — both wrong. Churn is real and the seat leaves when the practice leaves. Margin is $400 on $650, which is 62%, not 100%.
- ~~"Patients never know it's AI"~~ — they usually do not ask, but if asked directly the desk hands off rather than denies. Do not sell a lie to a healthcare buyer.
- ~~"You keep the full monthly payment if a practice cancels"~~ — nonsense; the seat is cancelled and billing stops.