It found out it was still selling the product it had three years ago
UBITS sells training and development to companies across Latin America. Its enablement team had an uncomfortable suspicion: the pitch they were selling with had gone stale. They couldn't prove it — it was all hypothesis. This is the story of how they went from "more questions than answers" to measured answers: an updated pitch and a team that learned to listen.
Juan Sebastián Jiménez — Juanse — is Head of Sales Enablement at UBITS, the all-in-one corporate learning and development platform: HR software with training, performance and assessment modules that lifts the operational load off people teams and makes them more strategic. His job is to give the sales force — more than 30 people across Chile, Central America, Colombia and Mexico — the tools to sell more, and with better arguments.
He describes the starting point without euphemisms: "We were in the dark." They had the big question of how their product narrative was being told to customers and prospects, plus an unsettling hypothesis: that the sales pitch was still the one for the product they'd built years earlier. "We were literally in the dark, with more questions than answers."
The problem wasn't a shortage of opinions — there were plenty. It was the shortage of evidence to know which opinion was right.
"We were selling the product we had three years ago"
The first hard answer Samu delivered was the most uncomfortable — and the most valuable. Analyzing the team's real conversations, the hypothesis was confirmed: the sales pitch had been frozen in time. "We discovered we were selling the product we had three years ago," Juanse says. "We'd been frozen in time, reciting our benefits."
With that evidence, they reworked the pitch. The result isn't just an updated argument: it's a change of register. "Today it's a more consultative pitch, one that builds a lot more rapport — and you can see it on people's faces." For an enablement team, that's the real work: making sure what gets said in every meeting reflects the product that exists today, not the one from the last training session.
Talk ratio: the improvement that wasn't in the plan
The second finding wasn't in the original project. Measuring the conversations surfaced a variable the team had no awareness of: talk ratio. Reps were talking about 80% of the time in every meeting. "That's a lot," Juanse admits.
The fix wasn't a memo — it was daily discipline. In one-on-ones and in training, they started working on what the conversations showed: pause, listen, ask. Today the team is close to 61%, the SaaS sales benchmark. "Our team listens more now." A team that listens more discovers more — and sells more consultatively.
The first filter: full coverage, focused coaching
Before Samu, coaching the sales team was manual, and calendars ran the show: you audited whatever the schedule allowed. Today the logic is inverted. Samu works as the first filter — it diagnoses every conversation — and human coaching steps in where the data points.
"We don't want to give up sitting in on meetings ourselves," Juanse clarifies, "but this gives us much broader coverage and a more complete diagnosis of each rep." It's the enablement model that scales: the machine covers 100% of the ground, and people go where they have the most impact.
The objection that flipped
When they were evaluating the purchase, the argument for "no" was how young Samu was: an emerging company — would it build the product fast enough? The answer came from the opposite direction. "It's one of the things I've liked most: how fast they ship new features and how stable the platform is. They've built things very quickly that surprise us every day." The initial objection ended up being the reason they stay: today he calls it "an indispensable tool."
How the relationship started mattered too: "The sales process was very close, very consultative." The tool that promises consultative selling sold itself that way.
"It's a resource for your teams"
His message to other enablement leaders and sales managers splits the benefit into two levels: the strategic one for the leader, and the operational one for the rep doing the work every day.
"Try it. Give this resource to your teams even more than to yourselves: they'll get time back and get the operational load of filling in the CRM off their plate. And you, as sales leaders or enablement teams, will operate far more strategically, with healthier numbers on whichever variables you want to turn around — conversion, or how consultative the pitch is. For the sales force in the trenches, it's a development and growth tool." — Juan Sebastián Jiménez, Head of Sales Enablement, UBITS
Ready to make decisions from real data?
90-day guarantee
Personalized onboarding
90-day guarantee
Personalized onboarding
90-day guarantee
Personalized onboarding
90-day guarantee
Personalized onboarding