From 70% to 100% attention on the customer, without ever writing in a notebook again
Driv.in is a technology company. But in its most important process — the conversation with the customer — the go-to tool was a notebook. Handwritten notes, memory that fails by the third meeting in a row, and a CRM that depended on someone remembering to update it. This is the story of how the Colombia team dropped the paper and gave the customer 100% of its attention back.
Two concrete challenges on the table: shorten a sales cycle measured in months and raise the close rate.
"We had the most advanced piece of technology available at the time: we all took notes in a notebook."
With digitalization, a rep can have three or four meetings in a single morning. Taking notes was the go-to tool, and the system broke down exactly where it hurt most: "If you didn't write something down, it was going to live in your memory. But after three meetings in a row, it was bound to fail."
The moment of truth, with no technology
Driv.in Colombia's problem wasn't a lack of tools — it was where they were. The CRM ran the process, but the conversation with the customer, the moment where the deal is won or lost, ran on paper and memory. Notes in a notebook, notes straight into the CRM if the rep remembered, and a mix of "a lot of room for error in the sales process," as Juan Ángel sums it up.
The traditional path to getting better didn't scale either: reviewing calls from peers in other countries, getting someone to sit in on your session. "But when do they have the time? That process was going to take forever." The decision came from the top: "Let's take a chance on a tool that lets us do more than digitize — one that improves the process."
The first wow: 100% of the attention on the customer
Juan Ángel doesn't dodge what the team felt at first: "Are they going to monitor my meeting? The first few sessions feel strange, like there's someone in the room with me." The discomfort lasted until the real trade-off showed up: "As you find your way with Samu, you find it hands you the perfect recap. You don't have to worry about taking notes. Paper is no longer part of the process: you give the customer 100%, not 70% because the other 30% is on the page. For me that's the first wow moment: all my attention is on you."
It's the core argument in its simplest form: the technology didn't come to replace the rep, it came to take away the task that was stealing a third of their attention at the moment that matters most.
Summaries built around your methodology, and a call you can question
After three or four meetings in a morning, looking back no longer means watching entire videos. "I can go in and see summaries that come ready-made depending on the sales methodology you use," he explains. "Every company can work with Sandler or any other model out there: your summary already matches your methodology." It isn't a generic transcript — it's a diagnosis against your own method.
And the second wow was chatting with the call: "Like it was a person, you can ask the call questions and pull out the information that matters for the process, then put it into a proposal or a flow you want to walk the customer through. We speak to the customer much more in their own language."
The three myths, from someone who believed them
Juan Ángel runs through the objections he had himself — and how they ended.
The first: "They're going to grade my meeting, and I'll do badly, like back in school." The opposite happened, he says: the score became an engine. "You start to obsess — it happened to people on the team, myself included — over how to run better meetings, over not letting anything slip. Like a good soccer player watching himself play: how do I look, what did I miss, how do I start getting better?" And the analytics turn comparison into learning: everyone can look at their scores over the last 90 days against their peers', find the teammate who nails a given stage, and copy them. "It pulls measurement out of the negative; it's measurement toward the positive and the constructive."
The second: that the customer doesn't want a bot in the room. "If you're upfront with the customer and tell them what it's for — you even share the recording with them afterward so they have it — more than 95% of customers say it's no problem at all."
The third: whether it would work in Spanish. "You come across a lot of tools that summarize calls: they hand you generic summaries that are useless, or they hand you a wall of text that's just as useless. And then there are the ones that don't get your words right." The difference, he says, shows up when the summary stops being text and starts being process: "Used well, it makes an enormous difference in the sales process."
"Don't wait to make the decision"
His advice covers both ends: small consultative sales teams that need to understand a lot from every conversation, and large teams with faster processes. In both cases, the leader gains the same thing: "They can quickly see what's happening with their teams and their meetings without having to be with them all the time. They understand them through the numbers — but they can also go in and see what happened, how objections were handled."
"Go for it with Samu, don't wait to make the decision. We tend to overthink things. This is a tool that's proven: from Driv.in, we can say it works. Technology is always anchored in good processes and good people — and this will add incredible value."
— Juan Ángel, Country Manager, Driv.in Colombia and Venezuela
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