B2B Commercial Services
Feb 20, 2025
Commercial Door Systems is a supplier of industrial and commercial doors serving restaurants, warehouses, offices, and large facilities with strict safety, fire, and compliance requirements. While the company receives consistent inbound traffic and inquiries, their sales team struggled with two persistent issues: unqualified leads and prospective customers who were unsure whether Commercial Door Systems was the right fit for their needs. As a result, potential customers either dropped off or contacted competitors, while sales representatives spent valuable time on discovery calls that rarely converted. I was brought in to address this challenge by improving how customers were engaged at the earliest stage of the sales journey, expanding their sales funnel without overhauling the existing website or disrupting established sales workflows.
Rather than relying on static contact forms or traditional lead capture, we aligned on designing a guided chatbot experience that could qualify prospects in real time. Drawing directly on my background in SaaS and consultative sales, I approached the chatbot as a structured conversation rather than a simple decision tree. The flow was designed to encourage users to share meaningful context, such as their business type, door location, use case, and urgency, while gently guiding unqualified inquiries away from unnecessary sales contact. This approach allowed customers to feel supported and understood, while providing the sales team with actionable information before any follow-up occurred. In user testing, this conversational framing proved especially effective at reducing friction and helping users articulate their needs more clearly than traditional forms or phone calls.
Following implementation, the chatbot became a reliable entry point into the sales funnel, generating over 150 qualified leads and contributing to a measurable improvement in conversion efficiency. Over the course of a year, Commercial Door Systems reported an estimated 11% year-over-year revenue increase influenced by chatbot-driven inquiries, alongside cutting lead-qualification time by roughly 75%, from up to a full day down to as little as 5 minutes in most cases Sales representatives were able to start conversations further along in the buying process, focusing on solutions rather than basic fact-finding. This project demonstrated how thoughtful UX strategy, applied to sales enablement rather than surface-level UI changes, can directly improve operational efficiency, customer confidence, and revenue outcomes.
