Pilliot Assurances Case Study: Streamlining a Long-Standing B2B Telemarketing Division Subject to Regulatory Constraints (DDA)

Objective

Working within an already highly effective and experienced prospecting team presents specific challenges:

‍

An extremely strict quality requirement (the engagement letter): For an appointment to be approved and forwarded to the sales representative, the prospect must electronically sign an “audit engagement letter.” This document commits the executive to spending 1 to 2 hours with the sales representative and providing them with their contracts. While this process ensures the quality of the appointments, it presents a complex point of friction to address during the call.

‍

"Ceiling" objections that are difficult to overcome: When making cold calls (about 100 calls per day per assistant), the team runs into deeply ingrained objections ("I'm insured through a friend or relative," "I've been with the same insurer for 20 years and I won't switch, even for a lower price").

‍

The DDA (Insurance Distribution Directive) regulatory requirement: Teams must complete 15 hours of training per year. ReCom’s training program therefore had to be DDA-eligible, focus on the representative’s “duty to advise,” and be delivered by a Qualiopi-certified organization.

‍

The need for standardization: The goal is not to retrain a senior team from scratch, but to refine the opening moments of the call, streamline the presentation of the sales pitch, and standardize overall sales performance.

Background

Pilliot Assurances is a long-established insurance broker (in business for over 50 years) that works with the largest companies in the market. To support its network of field sales representatives spread throughout France, the company relies on an internal lead generation platform based in Pas-de-Calais. This division, which has been managed for over 10 years, consists of about ten sales assistants specializing in B2B. The team is distinguished by its extensive experience (some employees have been with the company for over 20 years) and uses high-performance CRM and reporting tools developed in-house to meet the company’s specific needs. The telemarketers’ mission is to cold-call companies with more than 10 employees to offer them a free audit of their insurance policies, which is then conducted on-site by a regional sales representative.

Sector of activity

Insurance — B2B Insurance Brokerage

Target

Managers of companies with more than 10 employees

Type of training

Premium Training

Comprehensive support: training, tools, guidance, and coaching to scale up your lead generation efforts.

What we have implemented

To meet Pilliot Assurances’ needs, we designed a customized program combining regulatory training and highly practical skill-building workshops.

‍

1. Instructional Design and DDA/Qualiopi Compliance

Contracts and Eligibility: Working with our Qualiopi-certified partner, we have adapted the educational objectives of our program so that they are directly aligned with the advisory responsibilities and regulatory obligations of the DDA.

Recognition of Prior Learning: Structuring of post-training documents (certificates explicitly stating DDA eligibility) to ensure Pilliot Assurances’ administrative compliance with its training obligations.

‍

2. On-site professional development session (Pas-de-Calais)

Optimizing the Opening Line and Tone: A group analysis of the first few seconds of the call to maximize immediate impact and capture the attention of executives at target companies.

Workshop on Addressing Key Objections: Collaboratively developing smooth and natural responses to traditional objections (long-standing loyalty to the current insurer, a personal or friendly relationship with the current broker).

Seamless Integration of the Engagement Letter: Specific efforts to frame the signing of the audit engagement letter in a positive light (as a sign of professionalism and pro bono service) rather than as an administrative burden or an intrusive commercial commitment.

‍

3. Remote monitoring and operational implementation

Transfer Coaching: 3 hours of remote follow-up and debriefing, spread out over the period following the training. This short format allows participants to assess how they are actually applying what they’ve learned, analyze any obstacles encountered on set while working on the assignment, and make adjustments in a real production setting.

‍

Target Results

This targeted support enables Pilliot Assurances to achieve several strategic objectives:

Performance: A team realigned to a consistent standard of excellence, capable of maintaining a high conversion rate (target of 1 to 2 qualified and confirmed appointments per day per person).

Regarding sales quality: A seamless presentation of the audit engagement letter, minimizing friction over the phone while ensuring that field sales representatives secure highly qualified, dispute-free appointments.

Regarding compliance: Validation of the mandatory annual training hours (DDA) for the entire division, ensuring the broker’s regulatory compliance.

On Motivation: Recognizing the skills of senior female employees through stimulating training that refreshes their sales techniques without downplaying their past experience.

‍