MergeRocks: 60% increase in ARR after transforming sales performance

Summary

Merge Rocks approached Sales Label Consulting with a performance challenge: their client introduction calls were converting at only 30%, severely limiting their growth potential. Through our comprehensive 90-day sales consulting program, we completely refactored their sales process and offer presentation, achieving remarkable results that exceeded all expectations.

Quick Feedback from CEO Pavel Tseluyko:

“Before working with guys, I spent 50% of my time in sales and marketing: reviewing outreach campaigns, joining every Intro call, refining all lead proposals, pitching all proposals, and following up with clients. Now (August 2025), I’m joining only deals with a budget of 100K+ in revenue, and my involvement is only 4 hours a week.”

Key Results:

• ARR increased up to 25%: from 700K (2024) to 865K (2025 – July 2025)
• Net Profit increased up to 60%: from 117K (2024) to 185K (2025 – July 2025)
• Client intro call success rate increased to 40% (33% improvement)
• Closed Won rate doubled (2x increase) from SQL status leads
• Complete sales process and presentation overhaul delivered in 90 days
• Intro Calls framework implementation for continued success
• Client Expectation Management Framework: Upsale structure gives an additional 10% of ARR

The Challenge

When Merge Rocks contacted Sales Label Consulting, they were facing obstacles in their sales performance:

Primary Sales Process Issues:

• Low priority: weak process of qualification occupied all the pre-sale departments with no relevant leads, and the cost of sales increased 200%
• Low conversion rates: Only 5% of client introduction calls were successful
• Inefficient sales process: Their existing intro calls approach wasn’t suitable for their target audience
• Upsale issue: most of the clients have a big potential to advance the project and scale, but the sales and accounting team does not spend much time creating more value for the current client
• Presentation problems: Their offer presentation wasn’t resonating with prospects
• Inconsistent results: Lack of a structured framework was creating unpredictable outcomes
• Growth limitations: Poor conversion rates were bottlenecking company growth on US/EU markets

The leadership team recognized that a fundamental transformation was needed, not just minor adjustments to their existing approach.

Example of a Call Review from the Sales team

Our Approach

Sales Label Consulting implemented a comprehensive 90-day sales transformation training program designed to address every aspect of Merge Rocks’ sales challenges.

Phase 1: Discovery and Analysis (Days 1-30)

• Deep-dive assessment of current sales processes and sales process
• Call recording analysis to identify conversation patterns and failure points
• Market positioning evaluation to understand the competitive landscape
• Team capability assessment to identify training needs for sales team
• Customer journey mapping to optimize touchpoints in sales pipeline

Phase 2: Framework Development (Days 31-60)

• Custom sales framework creation tailored to Merge Rocks’ Specific need – Intro calls covertion
• Offer presentation redesign with a focus on value proposition clarity
• Sales Pitch development and optimization for different stages of the sales process
• Objection handling protocols based on common prospect concerns
• Score Card System intro calls performance

Phase 3: Implementation and Optimization (Days 61-90)

• Intensive training sessions with the sales team to improve the conversion rate
• Live call coaching and real-time feedback based on call recordings
• Framework refinement based on 1st stage results
• Process documentation for scalability after the consulting phase
• Performance monitoring and continuous improvement

The Transformation Process

Teaching and Knowledge Transfer

Our team conducted comprehensive training sessions covering:

• Advanced sales psychology and buyer behavior understanding during intro calls
• Consultative selling techniques specific to Merge Rocks’ expertise
• Presentation skills and storytelling for maximum impact
• Closing techniques that feel natural and consultative
• Follow-up strategies for nurturing prospects

Detailed Call Reviews

Every client introduction call was meticulously analyzed through:

• Recording analysis to identify improvement opportunities
• Performance feedback sessions with sales team members
• Best practice identification and sharing across sales team
• Continuous refinement of approaches based on results
• Success pattern recognition for replication

One more Example of a Call Review from the Sales team

Framework Implementation

We developed a proprietary framework that included:

• Pre-call preparation protocols for maximum readiness before the call
• Structured conversation flows that guide prospects naturally
• Value demonstration techniques that resonate with decision-makers during intros
• Risk reversal strategies to overcome purchase hesitation
• Close sequencing that feels consultative rather than pushy

Results Achieved

The transformation delivered great results that exceeded initial expectations:

Primary Improvements

• Client intro call success rate: 5% → 40% (800% increase)
• Close Won rate from SQLs: 2x improvement
• Sales cycle reduction through more effective initial conversations
• Pipeline quality improvement with better-qualified prospects
• Revenue growth acceleration through higher conversion rates

Secondary Benefits

• Increased team confidence in sales conversations
• Improved customer experience through better-structured interactions
• Scalable processes that support future growth with frameworks
• Enhanced market positioning through clearer value communication

Conclusion

The Merge Rocks case study demonstrates the power of comprehensive sales transformation when executed with expertise and dedication. By addressing fundamental process issues and implementing a custom sales framework, Sales Label Consulting helped achieve a 1,000% improvement in client intro call success rates and doubled the Close Won rate from MQLs.

This transformation showcases how strategic sales consulting with sales professionals can unlock performance improvements, creating sustainable competitive advantages that drive long-term business growth.