How a metal manufacturer cut deal-closing time by 44%

A Sellizer rollout across three sales departments in a 200+ employee company

44% shorter deal-closing time. 33% less time on calls after sending a proposal. Fewer deals hanging in the pipeline with no real prospect. That's what sales looks like at a metal manufacturer (200+ employees, customers in Automotive, HVAC, and AgTech) that has been working with Sellizer for over a year.

What actually changed

Four specific shifts in how the sales team works, and four numbers behind them. We're showing each one on its own - how it looked before Sellizer and how it looks now. The numbers are given as ranges, because results differ depending on whether the departments are measured together or separately.

47% faster on deals that end in a sale

Before: The proposal went out to the client and waiting mode kicked in. The rep would call to find out if the client had seen the proposal and what they thought - because there was no other way to check. Opportunities that could have closed sooner dragged on for weeks. Not because the client was hesitating, but because there was no way to tell when to take the next step.

After: Every interaction the client has with the proposal is visible - when they opened it, how long they spent, when they came back. The team knows when a deal is "hot" and acts then, not three days later. Same deals, same team - shorter path to close.

~33% less time on calls after sending a proposal

Before: Every call started with the same opener - "I'm just calling to check whether you've had a chance to look at the proposal." Before picking up the phone, the rep had to reconstruct what they'd actually sent, when, and what was attached. The first five minutes of every call went to figuring out where things stood.

After: An SMS notification arrives the moment the client opens the proposal. The rep calls right then - the client is in context, remembers the details, is ready to talk. On top of that, the rep doesn't have to review the client's history beforehand and remind themselves what was sent - it's all in the dashboard. Instead of five "have you seen it" calls, one conversation moves the deal forward and sets concrete next steps.

29% less time on clients who were never going to buy

Before: A client who didn't reply to emails could mean two things - either they're busy and will come back, or the deal is dead and not worth chasing. Without data, the team usually assumed the first one and kept going: a call, a follow-up, another email. It often turned out to be wasted time, but the realization came too late.

After: When the proposal isn't being opened, or engagement clearly drops, the team sees it directly. The decision to keep pushing or to let go is made on signals from the client, not on hope. Time that used to go into dead-end deals comes back to the reps and goes into real opportunities.

31% shorter average time to close an opportunity (won or lost)

Before: The pipeline was full of deals nobody knew would ever go anywhere. They sat in middle stages for months, because closing them as "lost" required a certainty no one had. Sales numbers were noisy because of deals that should have been out of the pipeline long ago.

After: The pipeline clears up. Deals that will close, close faster. Deals that won't, also move faster to where they belong - and stop muddying the picture. The team knows earlier what they can realistically count on and where to put their attention.

What Sellizer surfaced on top of that

Along the way, Sellizer revealed things the team hadn't had a chance to see before - things that genuinely changed how they work with materials and clients.

The proposal is opened by more than one person on the client side. Sellizer shows how many people, when, and in what order. A decision the team had treated as one-person turned out to be a process involving several stakeholders - and the way conversations were run got adjusted to match.

Every segment reads the same proposal differently. Sellizer's data showed that clients from different industries linger on completely different parts of the same document. One is after technical specs and compatibility, another wants warranty and service, a third looks for lead times. Dedicated sales materials were built for each segment.

Every change to the proposal is measurable. The team started treating the proposal as a living document - a new section, a different layout, an extra attachment. Sellizer shows whether the change lifted engagement or not. An analysis of over sixty sends revealed, for example, that the standard presentation loses the client's attention right in the middle - so the strongest content was moved to the front.

"We used to call blind. Now we go into the conversation knowing what the client has already seen and what made them stop." - Head of Sales

What worked best in practice

SMS notifications when a proposal is opened - the moment the client is actually looking at the proposal is the best moment to reach out.

Email notifications with a link to the statistics - the rep walks into the dashboard with full context, not searching for information.

A clean view of multiple attachments inside a single proposal - the client doesn't get lost in an email with ten files, and the team can see which ones were opened.

Who this scenario fits

Companies that:

sell to clients across many different segments and need to tailor proposal materials accordingly;

operate in long or complex buying processes with a decision-making committee on the client side;

want to make sales decisions based on data, not intuition;

are looking to shorten the sales cycle without growing the sales team;

treat the proposal as a document to iterate on.