Scaling Assistive Technology for Independent Living

How Ethical Sales helped Service Robotics secure £250K in closed sales and build an £800K pipeline.

Client: Service Robotics Ltd | Industry: Assistive Technology & Healthcare (hardware)

Services Provided: Scale – Outsourced Business Development

Key highlights:

  • Secured £250K in closed sales with local authorities and healthcare providers.
  • Built a sales pipeline worth over £800K across multiple UK regions.
  • Established key relationships with decision-makers in public sector health and social care.

The Challenge

Service Robotics Ltd, creators of the GenieConnect® companion robot, faced challenges accessing the public sector and securing product demos with key budget holders. The company’s sales objectives included:

  • Identifying and engaging local authorities and care providers interested in assistive technology.
  • Navigating the complex and slow-moving public sector procurement process.
  • Demonstrating the value of GenieConnect® in supporting independent living for older adults.

The Solution

Ethical Sales partnered with Service Robotics over a period of 20 months to deliver a structured business development approach:

  • Targeted Outreach: Identified and engaged key decision-makers across local authorities and care providers.
  • Product Demonstrations: Secured meetings and product demonstrations with multiple high-level stakeholders, ensuring the right people were in the room from the first meeting.
  • Strategic Positioning: Positioned GenieConnect® as a critical solution for reablement programmes and independent living support.

Implementation

Our approach included:

  • Data-Driven Sales Strategy: Created and refined a prospect list, expanding outreach to previously untapped regions across the UK.
  • Multi-Channel Engagement: Leveraged phone, LinkedIn and email outreach to secure high-impact meetings.
  • Stakeholder Relationship Building: Focused on nurturing relationships with key budget holders to drive long-term adoption.

Results

Ethical Sales delivered measurable impact:

  • Closed Sales: The team set up opportunities that secured £250K in confirmed contracts across multiple local authorities.
  • Sales Pipeline Growth: Outbound prospecting activities led to an £800K deal pipeline with high-potential prospects across the UK requesting a proposal after product demos.
  • Public Sector Engagement: Established strong relationships with decision-makers, securing invitations to key regional tech forums and NHS-funded initiatives.

Looking Ahead

As a result of our work with Service Robotics, the company is well-positioned to further expand its footprint in public sector healthcare. With continued engagement in local authorities and NHS initiatives, GenieConnect® is set to play a key role in the future of assistive technology for independent living.

Do you want results like these? Book a meeting with us to discuss your business development needs.

Starting with an agreed target list of customers, Ethical Sales has taken the public sector from being unaware of our solution to creating excitement and booking demonstrations. Their professionalism and relationship-building skills have been instrumental in our success. We are very happy with our partnership and the growth they have driven for Service Robotics.
Sales Director, Service Robotics