Client need
A prominent health and wellness company was experiencing inconsistent conversion rates across its sales teams. Despite their recent investment in a new, robust sales playbook, the rollout fell short of expectations. Many sales reps struggled to adhere to the playbook’s best practices, resulting in missed opportunities and an overall decline in conversions. With an upcoming large-scale marketing campaign, the organization expected a surge in new leads. However, they knew that without alignment to the playbook, sales reps would continue to miss key conversion opportunities, effectively wasting precious leads.
The company recognized the importance of having a clear, consistent sales approach to convert leads into loyal customers, especially with the anticipated spike in lead flow. This meant they needed a solution to overcome three key challenges:
- Playbook adherence: Sales reps needed to follow the playbook consistently, but they were often missing steps or struggling to integrate the new approach into their conversations.
- Actionable feedback: To improve, reps needed immediate, actionable insights into their performance. Without clear feedback, adherence to the playbook remained low, as reps lacked a structured way to course-correct.
- Managerial support: Sales managers were stretched thin, spending hours each week manually reviewing calls and trying to coach reps on playbook adherence. They needed a way to identify team members who required the most help and offer them targeted coaching based on real data.
With these needs identified, the company sought a partner who could not only provide a technical solution but also understood the nuances of sales behavior. That’s when they turned to BTS.
Solution
BTS introduced Verity, an AI-driven sales coaching tool, designed to enhance the company’s sales processes by driving playbook adherence and offering real-time, data-backed insights. Verity was customized to align seamlessly with the company’s unique sales goals and processes, effectively bridging the gap between strategy and execution.
Here’s how Verity transformed the company’s approach to sales:* Integrated sales playbook: Verity didn’t just digitize the playbook; it embedded its core principles into every sales interaction. By doing so, Verity reinforced the intended sales behaviors, turning each sales call into a training opportunity that helped reps internalize the playbook’s methodology over time.
- Automated call scoring with Zoom integration: With Verity integrated directly into Zoom, every sales call was automatically recorded and analyzed. Verity scored each call objectively based on adherence to the playbook’s guidelines. By removing human bias, Verity provided the company with a clear, consistent picture of who was following the playbook and who wasn’t, allowing leaders to track adherence at a glance.
- Real-time, actionable feedback: After each call, Verity offered immediate feedback tailored to the rep’s performance. This feedback included specific examples of what went well and highlighted areas for improvement, making it easier for reps to correct their approach on the next call. This real-time coaching helped sales reps adopt best practices faster than they would have through traditional methods.
- Customized weekly coaching reports for managers: Rather than spending hours manually reviewing calls, sales managers received Verity’s weekly coaching reports, which provided a detailed breakdown of each rep’s strengths and areas for improvement. With this data, managers could spend their time more effectively, focusing on the reps who needed the most help and delivering highly targeted coaching that addressed specific skills gaps. By tailoring coaching based on data-driven insights, managers were able to drive performance improvements across their teams.
- Leadership dashboards for strategic oversight: Verity’s leadership dashboards provided a comprehensive view of the entire sales team’s performance, allowing senior leaders to monitor adherence trends over time, identify potential roadblocks, and allocate resources to support teams where needed. With these insights, leaders could ensure that sales practices were consistently aligned with the company’s overall growth strategy, setting the stage for sustainable success.
Results
After just 90 days, the impact of BTS Verity was clear. The company saw a transformation in both sales rep behavior and conversion outcomes:
- 39% increase in playbook adherence: Sales reps were consistently following the playbook, leading to a more uniform sales approach and improved customer experiences.
- 7% increase in conversion rates: With better adherence, the company saw a meaningful uptick in conversions. More leads were moving through the funnel, ultimately converting to paying customers, capturing previously missed opportunities.
- 26 hours saved per manager per month: By automating call scoring and providing data-driven coaching reports, Verity saved managers time, allowing them to focus on higher-value activities, such as strategic coaching and team development.
With Verity, the company’s sales teams gained the support they needed to consistently execute the sales playbook, ensuring that every sales call adhered to the proven strategies that drive results. This structured approach not only improved sales performance but also enhanced the company’s readiness for future marketing campaigns, as leaders could now be confident that the increased lead flow would be handled with precision and consistency.
Conclusion
The implementation of BTS Verity marked a pivotal moment for the company. By embedding AI-driven coaching into the sales process, BTS empowered sales reps and managers alike to deliver a consistent, high-quality sales experience. With measurable results—such as increased conversions and time savings—BTS Verity proved to be a vital tool in transforming the company’s approach to sales and setting the foundation for long-term growth. Moving forward, the company is well-equipped to leverage its newfound sales efficiency and capitalize on future growth opportunities.
