A sales process where there was none
The founder was selling alone, from memory — no CRM, no method, leads dying in inboxes. A complete sales setup took the company to a four-person team on one system: active deals tripled, the close rate doubled.
The company
A company placing native English-speaking teachers with schools and language courses in Poland — taking the whole administrative burden off the schools: contracts, legislation, visas, vetting, certifications. Behind it, a community of 500+ teachers from 37 countries. Young company, growing fast — and at that point, the founder was doing the selling himself.
The problem
Early-stage sales in the most literal sense: the founder sold alone, without a sales background, between running everything else. Not for lack of talent — for lack of a system nobody had built yet.
- No CRM habits, no calling routine, no method for finding leads — whom to call, when, and what to say was improvised every time.
- Deals lived in inboxes and memory — the company couldn't reliably say what was in its own pipeline.
- No systematic follow-up: a school that didn't answer the first message often never heard a second one. Leads were simply lost.
- And no way to properly track any of it between calls and on-site meetings at schools.
Nothing was broken, because nothing was built yet. The company didn't need optimization — it needed the first, foundational layer of a sales operation.
What we did
Airtable, chosen deliberately: cheap, simple, and live in days — the right call for a tiny team that needed a working system immediately, not a heavy CRM it would fight with. We designed how a lead moves through it, who owns what, and where every interaction gets recorded. The whole pipeline became visible for the first time. The stack would look different today — the method wouldn't: start with the process, pick the tool the team will actually use.
Funnels defining when and how often a potential client gets contacted, how new leads are found and approached, and what happens at every stage — workable from the road, between school visits. Selling stopped depending on anyone's memory or mood.
Working scripts for the conversations that matter: introducing the service, handling objections, closing. Then training for the people selling — so the scripts run in real conversations, not just in a document. As the team grew, new reps stepped into a defined system instead of a mystery.
What changed
Not every company needs its sales machine optimized — some need it built. The discipline is matching the setup to the moment: a tool the team runs on day one, processes sized for a small company, scripts that sell a genuinely good service. The stack would look different today; the method wouldn't. Foundations first — sophistication when the foundations earn it. That's the layer we built.
Selling from memory and losing leads in inboxes?
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