Fiacon: The sales pipeline that qualifies itself with Attio, JustCall and AI

Fiacon Facility Services has been looking after commercial properties since 1993: cleaning, grounds and building trades for around 120 businesses across 270 sites nationally. The next chapter was growth, and they had just added an outbound sales function to drive it.

The challenge

A new outbound function needs a lot on day one: a CRM, a dialler, a steady supply of leads worth calling, and a way to capture what happens in every conversation without turning call time into admin time. Fiacon had none of it in place yet, and no interest in an enterprise platform that takes a year to implement.

Leads were the most immediate gap. Fiacon wins cleaning contracts from particular kinds of businesses in particular areas, so generic purchased lists were never going to cut it. They needed targeted call lists, cheap enough to generate fresh ones every week.

Qualification sat just behind it. Fiacon books appointments against five go/no-go criteria, covering the prospect's current cleaning arrangement, how happy they are with it, service frequency, after hours access and minimum spend. Every prospecting call covers that ground, but if the answers only live in the rep's notepad, the closer walks into appointments cold.

What we did

We ran a quick workshop, produced a solution design document, and got to work. Two and a half weeks later the whole engine was live.

The foundation is an Attio workspace modelled around cleaning contract sales: companies, people, deals and lead lists, with the qualification criteria built in as structured fields on every record.

Lead data comes from Outscraper, which draws on the business data behind Google Maps. Pick a business category and a location, childcare centres in one suburb, logistics operators in another, and it returns every match with phone numbers and addresses for a few dollars per thousand records. We cleaned and loaded the first lists, built views that serve up each day's calls, and trained the team to run their own scrapes and imports, so a fresh, targeted call list now costs a few minutes and a few dollars.

JustCall is the dialler, connected to Attio so every outbound call is captured automatically: a record of the call, the details of the conversation and a link to the AI summary, all against the right company. We also arranged Fiacon's Attio licences at partner pricing and set up Microsoft 365 email sync with their IT provider.

Then the AI layer, the part that changed how Fiacon sells. After a prospecting call, the rep drops the JustCall transcript into a ChatGPT project built around a qualification prompt we designed together. It scores the prospect against all five appointment criteria, marking each one YES, NO or NOT CONFIRMED with evidence from the call, and writes the closer's brief: pain points with the current cleaner, buying signals, decision makers, contract and notice period intel, agreed next steps and the gaps still to qualify.

Because the project is connected to Attio, it then does the admin on its own. It saves the brief as a note on the right company, finds the person by the phone number in the transcript and completes their details, sets the qualification fields on the record, and links every related call. The closer does not need access to any of it: Attio sends the brief to them by email ahead of the appointment.

One design decision mattered more than the rest. Early on, qualification logic lived in two places: the AI prompt and an Attio workflow. We consolidated it into the single prompt that updates Attio's fields directly, so the brief the closer reads and the data on the record can never disagree.

The outcome

Fiacon's outbound engine went from nothing to live in two and a half weeks. Targeted lead lists arrive for a few dollars, every conversation is captured against the right record, and qualification, data entry and closer handovers run on their own. The rep spends call time calling, and the closer walks into every appointment briefed.

Just as importantly, Fiacon owns the system. The team runs their own scrapes, imports and prompts, and the whole stack costs a fraction of a traditional CRM setup.

"We engaged Ben and Krystyll at Crawl Walk Run to help set up our Attio CRM and data scraping processes, and they've been fantastic to work with. Ben is knowledgeable, responsive and took the time to understand exactly what we needed. He made the whole setup process straightforward and helped us build a system that works for our business. Would highly recommend Ben and Crawl Walk Run to anyone looking for help with CRM setup, automation or data."

Matt Burns, Fiacon Facility Services