AI illustrationRegulated B2B services · Email
18 days, one letter, a meeting and an RFQ for 81 pallets
Green Shield Logistics collects and destroys medical, pharmaceutical and written-off goods. A Sellinger agent writing as its founder sent formal Bulgarian letters built around each buyer’s regulatory exposure. Within three weeks a head of compliance had invited the founder in and a national chain had announced an RFQ.
- Client
- Green Shield Logistics, Sofia
- Sender
- The founder
- Channel
- Email, Bulgarian
- Window
- 21 Sep to 9 Oct 2026
- Data as of
- 9 October 2026
clinics, labs, pharma companies, chains and producers contacted from 21 Sep
reply rate from named compliance, procurement and logistics heads
companies at a concrete next step: a meeting and an offer, a second offer, an announced RFQ
replies forwarded the letter to the responsible colleague
In short
- Green Shield sells a regulated service. The agent wrote as the founder, in formal Bulgarian, around each buyer’s regulation, and ended every letter with one question.
- Named heads of quality, ESG, procurement and logistics replied at 8.2%, almost four times the 2.2% of clinic and lab inboxes, and produced 17 of the 18 positive replies.
- In 18 days a head of ESG and compliance invited the founder in, which became an RFQ for 81 pallets; a pharmaceutical company received an offer and a national grocery chain announced an RFQ.
8 min read
Selling compliance to the people who carry the compliance risk
Every clinic, pharma warehouse and consumer-goods producer has written-off stock or medical waste, and an inspector who wants the paperwork. Few of them think about their waste carrier until something goes wrong. Green Shield needed to reach the person who owns that risk, in their language and register.
Green Shield Logistics is a licensed carrier for medical, pharmaceutical, veterinary and written-off goods: collection, ADR transport and documented destruction, across Bulgaria. The founder does his own selling.
It had no outbound engine, and a buyer base split between thousands of small clinics with generic inboxes and a few hundred companies with named quality, ESG and procurement heads. Bulgarian corporate buyers expect a formal letter, not a growth-hacking email.
Sellinger deployed an agent writing as the founder, from the company’s own mailbox, with sourced lists in three waves, regulation-specific letters, and strict reply rules: no prices, qualify, offer a 15-minute call, and hand meetings and offers to the founder.
AI illustrationWhat
Licensed collection and destruction
Medical, pharmaceutical and written-off goods, with the paperwork inspectors and the tax authority ask for.
AI illustrationWho
The person who owns the compliance risk
Heads of quality, ESG, procurement and logistics at pharma companies, chains and producers.
AI illustrationHow
A formal letter, in Bulgarian
Built around each buyer’s regulation, ending with one question.
Anatomy of the letter: 120 to 180 words, classic Bulgarian business register
- Who we are. Licensed carrier, permit, ADR, national coverage, before any service talk.
- Your regulatory exposure. The ordinance, the inspection or the tax write-off that applies to this buyer.
- The three documents the buyer receives after every handover, in a numbered list.
- One question. “What time next week would suit you for a short call?”
A strong positive on this account means the prospect asked for a price or an offer, agreed to a meeting or call, or announced an RFQ. A referral means they forwarded the letter to the responsible colleague.
Three waves, three letters, and the named owner beats the inbox
Each wave got a letter built around its own regulation. Named heads of quality, ESG, procurement and logistics replied almost four times as often as clinic and lab office inboxes, and produced nearly all the positive replies.
The waves
| Wave | Who | Contacted | Hook |
|---|---|---|---|
| 1 | Dental group practices, vet clinics | 65 | The inspector asks for a carrier contract and an approved waste work sheet; we do both |
| 2 | Medical and diagnostic centres, labs, hospices | 120 | Medical-waste ordinance, ADR transport, the annual waste report |
| 3 | Pharma wholesalers, retail chains, producers | 353 | The expired-goods procedure and the destruction certificate that writes the batch off for tax |
Lists were built from public registries, websites and maps (waves 1 and 2) and person-level data for named contacts (wave 3).
Reply rate by type of contact
human replies, campaign threads
- Named owners (wave 3)8.2% (29/353)
- Clinic and lab inboxes2.2% (4/185)
positive replies came from named owners
replies said “I forwarded you to the responsible colleague”
Day 0
Regulation-led letter
Formal surname salutation in Cyrillic. Ends with one question.
+5 days
Follow-up that adds value
One concrete procedure detail, plus “who handles write-offs and quality?”
Price question
Qualify, then 15 minutes
Type, code, quantity, city, frequency. No price list.
Interest
Founder takes over
Meetings confirmed within the hour; offers in one to three working days.
33 human replies, 18 positive, 3 companies at a concrete next step
Every reply was read and classified by hand. Positive includes “I’ve forwarded you to the person responsible”, because in this market the letter travels internally and two of the strongest leads came from people we never emailed.
AI illustrationThe funnel
21 Sep to 9 Oct 2026
- Contacted546
- Human replies33 (6.0%)
- Positive or referral18 (3.3%)
- Strong positive7 (1.3%)
- Concrete next step3 companies
What the 35 replied threads said
hand-classified, campaign threads
- Strong positive (7)20%
- Referral (11)31%
- Not interested (11)31%
- Wrong person, neutral, auto (6)17%
What the next steps are
- A meeting at a large consumer-goods manufacturer’s office, which became an RFQ for 81 pallets of written-off stock and an offer the next working day.
- An offer to a pharmaceutical company after its responsible pharmacist asked for prices.
- An RFQ announced by the head of procurement of a national grocery chain.
- Two more prospects agreed to a call (a life-sciences warehouse and an importer).
median from our email to the prospect’s reply
replies arrived within an hour of our email
A meeting, two offers and an announced RFQ in two and a half weeks.
For regulated buyers, the first letter wins and follow-ups must earn their place
The first follow-up got more replies per email than the intro, but more of them were refusals: of its 15 replies, 5 were referrals and 9 negative. Every strong positive came from the intro or the first follow-up, and later touches drew mostly refusals and opt-outs.
Human replies by touch
replies of any kind / emails sent at that touch
- Intro2.2% (12/538)
- Follow-up 16.0% (15/250)
- Follow-up 24.5% (4/88)
What each touch produced
| Touch | Strong positive | Other positive or referral | Negative | of which opt-outs |
|---|---|---|---|---|
| Intro | 5 | 4 | 2 | 0 |
| Follow-up 1 | 2 | 4 | 9 | 0 |
| Follow-up 2 and later | 0 | 1 | 3 | 3 |
Hand-classified, campaign threads only. The follow-ups that worked added value: the exact drug-agency procedure, a 4-step “how we work”, a referral ask.
The follow-up that worked
It asked: “If this isn’t your area, who on your team is responsible for write-offs and quality?”
5 of the 15 replies to the first follow-up were referrals.
The follow-ups that didn’t
They were reminders. Small regulated markets remember who mailed them three times.
3 of the 4 replies to the second follow-up were opt-outs.
The client’s call
After prospects complained, Green Shield asked for a single email.
Intro to first follow-up was a median 5 days.
strong positives replied to the first letter alone
of all human replies needed a follow-up
strong positives after the second follow-up
For this audience, one excellent letter plus at most one follow-up that adds something new is the right shape.
Inside the conversations
Three real threads, condensed. All were in Bulgarian and are translated; prospects are described by role and sector only.
AI illustration“Colleagues from the business unit [...] are interested. We suggest meeting, in person at our office or online.”
Head of ESG and Compliance, consumer-goods manufacturer
Head of ESG and Compliance, large consumer-goods manufacturer
One letter, an invitation to the office the next day, an RFQ for 81 pallets
- Founder (agent)Day 0My name is [founder] and I'm writing on behalf of Green Shield Logistics, a licensed waste carrier, ADR transport, national coverage. We take on the whole procedure for destroying written-off and unfit stock [...] A pallet of written-off stock is almost never one waste: we classify every component with its exact code and prepare the documents. You receive: 1. a protocol and identification document for every batch; 2. a weighbridge ticket [...]; 3. a destruction certificate. What time next week would suit you for a short call?Един палет бракувана стока почти никога не е един отпадък
Speaks the compliance owner’s language: codes, protocol, the write-off document. One question at the end.
- Head of ESG and ComplianceDay 1Thank you for the email and the information about your services! Colleagues from the business unit [...] are interested. We suggest meeting, in person at our office or online, whichever suits you best. [Three time slots offered.]
She sells it internally and brings her business unit with three slots.
- Founder+44 minThank you for the invitation! [Day 6] at 13:00 at your office works for us. Looking forward to the meeting!
The agent drafted a reply; the founder confirmed himself within the hour.
- FounderDay 6[Meeting held at the prospect's office]
- Head of ESG and ComplianceDay 12Thank you for the meeting last week. I hope we find room to work together. As discussed: 1. Real current cases: for destruction we have [81 pallets of written-off stock]. Please send an offer and details of the process [...] 2. Codes for possible future cooperation [recurring waste streams].
A concrete RFQ, plus a list of recurring streams.
- FounderDay 13Following our conversation, attached is our offer for collection, transport and destruction of the written-off products. [...]
Offer the next working day.
- Head of ESG and ComplianceDay 14Thank you for the offer! We'll discuss it and come back to you.
Under review at the time of writing.
Why it worked: The letter reached the person who owns the risk and gave her the exact words to sell it internally. The agent opened the door; the founder kept the momentum: 44 minutes to confirm, one working day to send the offer.
Responsible pharmacist, pharmaceutical company; the letter was forwarded to her
A follow-up that found the right person
- Founder (agent)Day 7Allow me to come back to my letter. I'll only add that for expired medicines and supplements, the procedure goes through a drug-agency order within up to two months and a destruction protocol. We run the whole procedure [...] If this isn't your area, who on your team is responsible for write-offs and quality?
Follow-up adds a concrete procedure and a referral ask.
- Responsible pharmacistDay 10Regarding your introduction, could you send prices for medicines and food supplements?
She was never emailed: a colleague forwarded the letter.
- Founder+3 hTo give you an accurate, complete offer we need: approximate quantities; the waste codes (if available); collection frequency; site location.
Qualification, as the playbook prescribes.
- Responsible pharmacistDay 11We have codes for medicines and food supplements. [...] Please send a price offer.
- FounderDay 14Attached you will find our offer for collecting, transporting and destroying written-off medicines and food supplements. The prices include all costs of collection, transport and subsequent destruction.
Offer sent one working day later.
Logistics, quality and procurement heads, national grocery chain
Three people, three replies, one RFQ
- Logistics operations managerDay 6What I can do to help is send your introduction [...] to Procurement, which handles contracts and partners for non-merchandise services. The colleague is on leave right now.
- Founder (agent)+3 minThank you very much for the quick reply and for forwarding the information to Procurement. I understand your colleague is on leave. I'll get back in about two weeks so as not to trouble him unnecessarily.
Backs off courteously instead of pushing.
- Head of qualityDay 9I immediately forwarded your letter to our Procurement colleagues [...] I'm also keeping your contact in case an opportunity comes up.
A second internal forward.
- Head of procurementDay 9Thank you for the email. My colleague will send you a request for an offer on the controlled-destruction topics you listed. One question: do you offer collection of category 3 animal by-products?
RFQ announced, replying to his own day-0 letter.
- Founder (agent)+15 minThank you for letting me know an inquiry is coming. On category 3 animal by-products: we provide certified temperature-controlled transport and take full responsibility for the safe destruction of food waste [...] Would a short call next week suit you?
A direct answer from the client’s published services.
What compliance, procurement and pharmacy buyers wrote back
“Colleagues from the business unit [...] are interested. We suggest meeting, in person at our office or online, whichever suits you best.”
“My colleague will send you a request for an offer on the controlled-destruction topics you listed.”
“We have codes for medicines and food supplements. [...] Please send a price offer.”
“Can we get your prices so we can compare them with our current ones?”
strong leads came from people we never emailed: the letter was forwarded
for the founder to confirm the first meeting
What made it work
- 1
Write to the person who owns the risk, by name. Named heads of quality, ESG and procurement replied at 8.2%, generic inboxes at 2.2%.
- 2
Lead with their regulation, not your service. The ordinance, the inspection and the three documents they need did the persuading.
- 3
Match the register. A formal Bulgarian business letter with a surname salutation reads like a real company writing, because it is one.
- 4
Never invent a price. Turn “send all your prices” into a few qualifying questions and a short call, then send a real offer.
- 5
One letter, at most one value-adding follow-up. Later reminders produced opt-outs, not deals.
- 6
The founder closes. The agent opened doors; the founder confirmed the meeting within the hour and sent offers one to three working days after the requirements arrived.
How we measured this
- Source: Sellinger production data for the Green Shield Logistics workspace, read-only, snapshot 9 October 2026, 13:40 Sofia. 2.5 weeks of outbound.
- Every thread with an inbound message was read and classified by hand. The company’s own pre-existing client threads, auto-replies and drafts are excluded from the counts.
- Strong positive = asked for a price or offer, agreed to a meeting or call, or announced an RFQ. Referral = forwarded the letter to the responsible colleague.
- Agent response time = prospect message to the agent’s next email in campaign threads. Meetings and offers were handled by the founder and are not counted as agent replies.
- All conversations were in Bulgarian and are translated. Prospects are described by role and sector only; one prospect was promised confidentiality and is generalized further.
- Early results: offers are under review and no revenue is claimed.
- Images are AI illustrations, not photos of Green Shield Logistics.
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