411 Locals cuts training time by 90% and boosts sales with real-time support

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Helping sales teams stay on message

Digital marketing company 411 Locals helps small businesses grow by driving leads through online advertising and search engine optimization services. To bring in new business, the company relies on sales agents to deliver the right message to customers. But without live support during calls, they often struggled to stay on message and stick to the most effective scripts.

“The main challenge that we have in sales is that the agents don’t know what to say on the phone,” explains Roumen Todorov, Head of the Explore Division at 411 Locals. “They think they know, but sometimes that changes. And when they find something that works, they don’t consistently use it.”

To add to this challenge, managers didn’t have visibility into which messaging strategies worked and lacked an effective way to coach agents at scale.

Delivering consistency and speed to sales

411 Locals found a solution in Observe.AI’s Real-time Agent Assist. The platform guides agents during calls to keep them on script while capturing full transcripts for deeper analysis and targeted coaching.

“This allows us to display scripts in front of the agent and have them read the script,” explains Todorov. “We have script adherence KPIs that we track, along with all the necessary rebuttals.”

Displaying scripts in real-time ensures that agents stick to key messaging—supporting brand consistency, regulatory compliance, and a uniform customer experience across every interaction. By guiding agents line-by-line, the team reduces variability, improves quality, and ensures the right message is delivered at the right moment.

But it isn’t just set-and-forget. With 100% call transcription and real-time AI-driven analysis, Observe.AI automatically processes every conversation—surfacing the phrases that resonate, identifying objections, and highlighting what top-performing agents do differently. These insights are delivered through intuitive dashboards and automated reports, feeding directly into Auto QA and coaching workflows. As a result, sales and QA teams can quickly iterate on scripts, fine-tune prompts, and scale what works—all within a single platform, driving faster improvements and better business outcomes.“We analyze what works—what phrases the agents are using that resonate with customers, what the customers are saying back, and what kinds of objections they raise.”

Based on those insights, the teams update their scripts and rebuttals daily, which is nearly impossible in a traditional call center.

“If you put a new script on a regular sales floor, it takes about two weeks for the agents to start using it consistently,” according to Todorov. “With us, it’s just a one-day process. We run training in the morning, see how they go with it, and then they just read it off the screen.”

Dramatically reducing training time

The impact on onboarding agents has been impressive. In the past, training a lead generation specialist took about a month—two weeks in the classroom and another two weeks for onboarding and “nesting,” where agents prepare to interact with customers on their own.

“We managed to squeeze that into two days of training,” shares Todorov. “They’re performing at the level of average KPIs in about three to five days after that. It’s just like a miracle.”

Reaching full productivity—or achieving consistent performance across key metrics such as conversion rate—used to take three to six months. Now, it takes just days.

“We did a training that was four days,” adds Todorov. “Within seven days of putting a small test group of agents on the phone, everybody closed a deal. Everybody’s performing at a higher level. I think it’s amazing.” By replicating top-performing agent behaviors through real-time guidance and script adherence, even new hires are able to hit the ground running—closing deals and delivering results in record time.

Scaling Observe.AI across the business

After seeing strong results within just six months of implementation, the company is now preparing to scale its use of Observe.AI. It plans to roll out the solution to other teams, including closers, retention, collections, and even recruitment.

“Once we’ve optimized the process for our main product, we have five other proven offerings lined up to scale the same way. With this approach, the sky’s the limit.”

For Todorov, the gratification of seeing results with Observe.AI feels personal.

“I have a kind of huge relief because we’ve been facing an uphill battle with sales operations,” he says. “When I see the results and I’m able to show the rest of the company how this is performing, every jaw drops. What can be better than that?”