Congruently × Lamar
What if your training went with new employees on calls?
The Problem
0
new hires every year
XX hrs
of training
0
gone within twelve months
Case Study
Meet Jake
He's three weeks out of training.
He has two meetings this morning.
Here's how they go down with Congruently:
01 · Cold Call
He walks in the door already prepared.
Here's his prep:
9:41
5G
DISCOVERY
Chen Realty GroupScanning sources…
in
LinkedInDavid Chen · Owner
✓
G
Google15 agents · 2 Tuscaloosa offices
✓
▤
Lamar CRMNo prior contract history
✓
◆
Behavioral modelDISC profile: High C
✓
HIGH C
Detail-oriented. Wants proof, not promises.
HOW TO PLAY IT
Lead with data, not relationship.
Bring Skyland Blvd traffic counts and the McFarland case study.
02 · Back in the Car
Back in the car.
The debrief grades his performance and gives him his next steps:
10:24
5G
DEBRIEF · CHEN
0
/ 100
Meeting ScoreHigh C
WINS
Opened with data. Right call for a High C.
Pulled the comparable at the right moment.
MISSED
Gave the same digital-rotation answer twice.
SUBTEXT
He asked about digital rotation twice. That wasn't curiosity - he's comparing you to a competitor who already pitched him digital.
FOLLOW-UP
Traffic data for both Chen Realty locations
Four-week vs. twelve-week, side by side
Include the downtown corridor case study
Send by Thursday.High Cs don't like waiting.
03 · The CRM
The data enters itself:
10:31
5G
UPLOAD TO CRM
FROM TRANSCRIPT
ContactDavid Chen
✓AccountChen Realty Group
✓Meeting typeDiscovery
✓PersonalityHigh C · Detail-oriented
✓SummaryOwner-led shop. Wants proof before commitment. Skeptical on digital.
✓Next stepsSend Skyland Blvd traffic + comparable. Follow up Friday.
✓Duration20 min
✓Decision MakerYes, owner
✓Objections RaisedDigital skepticism, pricing
✓Competitors MentionedNone detected
✓Products DiscussedSkyland Blvd digital, static inventory
✓Buying SignalsAsked for proof, requested follow-up
✓Budget DiscussedNo
✓SentimentCautious but engaged
✓UPLOAD TO CRM →
Jake did not type a word.
04 · Meeting #2 of the day
The app picks him up where he left off last.
See his follow-up prep:
11:02
5G
MEETING PREP
Gonzalez Family Dental
Follow-up call · Maria Gonzalez
HIGH I
Warm, relationship-driven. Talks first, decides later.
LAST TIME · AUG 12
Great rapport. You never reached pricing.
TODAY
Lead with the Patterson story.
Get to pricing - you did not last time.
Let her talk. Then ask.
05 · On the Call
For phone calls, he gets coached in real-time, on his screen:
11:09
5G
MG
Maria Gonzalez
Gonzalez Family Dental · mobile
02:12
LISTENING
Live Transcript
MARIA
"Yeah, the Facebook ads have just gotten so expensive lately..."
COACH · LIVE
Costs rising. Tie billboard CPM to her social spend.
MARIA
"I don't know if billboards even work for a dental practice."
COACH · LIVE
Objection. Lead with Patterson - same industry, real results.
MARIA
"My husband and I would want to talk it over first."
COACH · LIVE
Decision-maker. Offer to include him in the next call.
MARIA
"If there is a simple test, I would look at it."
COACH · LIVE
Buying signal. Offer a four-week Highway 82 test.
MUTE
END
SPEAKER
06 · Live Data
Coach can answer customer questions in real time, too:
11:14
5G
LIVE · GONZALEZ DENTAL
"What would Highway 82 give us that Facebook is not giving us?"
Coach · Live
Pulling that up in...
5
4
3
2
1
Lamar data surfaced
53,000
daily impressions · Highway 82 corridor
Gonzalez Dental sits 1.1 mi from two commuter boards.
Comparable: Patterson Dental · $6.40 CPM · renewed Q2.
07 · Debrief
Jake is getting better at this.
And closing deals.
11:28
5G
DEBRIEF · GONZALEZ
0
/ 100
Meeting ScoreHigh I · ↑ 16
WINS
Let her talk. A High I needs that.
The Patterson story landed. CPM tied to her social costs.
MISSED
Could've asked about budget directly. She was open.
CLOSE NEXT TIME
She's ready. Offer the four-week trial - but give her the weekend, don't push.
08 · The steps to close
The next steps, already written.
11:36
5G
TO-DOSChen proposal - traffic data, 4-wk vs 12-wkSend Thursday
Gonzalez proposal - Patterson story, CPM, 4-wk trialSend tomorrow
Follow-up call · Chen RealtyFriday
Follow-up call · Gonzalez - give her the weekendTuesday
Three weeks in. He just ran two meetings like a five-year veteran.
The Flywheel
Every call trains the next one.
PREP
COACH
SCORE
FILL CRM
DEBRIEF
›
›
›
›
›
Every interaction makes the next one smarter.
The Math
Keep turnover 5 points lower.
Give reps back 250K hours.
$5–6M
in estimated annual savings.
Assumptions
~1,000 reps × 5 percentage points = 50 more reps retained
50 reps × $15K-$25K = $750K-$1.25M saved
~250K admin hours × $20/hr = ~$5M recovered
Conservative range: $5-6M/year
Bonus 01 · The Leads Machine
Every morning, the office wakes up to new business.
Here's what the overnight scan found:
6:45
5G
LEADS · TUSCALOOSA
✓
Overnight scan complete2:00–6:00 AM · 47 PUBLIC SOURCES
0FOUND
0QUALIFIED
0ON TODAY'S ROUTE
NEW BUSINESS · PERMIT + HIRING
Riverside Family Dental
Permit approved · 6 jobs posted · opening October
BEST FIT: DIGITAL 14A · 0.7 MI · OPEN SEPT 2
92
SCORE
PREP READY
AD SPEND ELSEWHERE
Hale County Roofing
Running Facebook and radio · invisible on the road
OOH ANGLE: COMMUTERS WITHIN 5 MILES · HWY 69
87
SCORE
EXPANSION
Northport Fitness Co.
Second location · lease signed on McFarland Blvd
BEST FIT: BULLETIN 2280 · 1.2 MI · OPEN NOW
84
SCORE
TODAY'S LOOP5 STOPS · 38 MILES
1
2
3
4
5
Clustered around Board 4471. Prep is already written for stop one.
Jake starts the day with the right doors to knock on.
Bonus 02 · The Manager View
See what the CRM never hears.
Here's Monday morning for a sales manager:
8:05
5G
MANAGER · TUSCALOOSA
Monday Coaching Brief
WEEK OF AUG 10 · 6 REPS · 41 CALLS
0
OFFICE
COACH THIS WEEK
Jake TurnerDiscovery questions landing. Push him on next steps.
▲ 18
Dana ReyesBest call of the week: the Facebook rebuttal, Tuesday.
▶ 2:14
Marcus LeePricing talk slipping since week 6. Ride-along flagged.
▼ 9
OBJECTION RADAR
"Facebook is cheaper"
Heard in 14 calls this month, up from 6. Dana's rebuttal is the new playbook.
COMMITMENTS
0MADE ON CALLS
0IN THE CRM
0NEED ATTENTION
Know where to coach before Monday's meeting.
The Ask
Who needs
to see this?
to see this?
We can demo it live.
