The Challenge
Gorilla Surfaces was generating leads, but the sales process could not always move at the same pace. Every delay between an enquiry and the first response reduced the chance of reaching the prospect while their intent was still high. Follow-up then depended on someone finding the time to write the next message and send it at the right moment.
The administrative work continued after the conversation. Lead details had to be entered into the CRM by hand, and proposals were drafted from sales notes one at a time. Those tasks consumed hours that the team could have spent speaking with prospects, managing active opportunities or working on the business.
Our Approach
We mapped the sales journey from the moment an enquiry arrived through to follow-up, CRM administration and proposal preparation. Rather than introducing a separate platform, we integrated AI into the systems Gorilla Surfaces already used so information could move through the process without creating another tool for the team to manage.
The workflow was designed to handle the repeatable work around the sale while keeping commercial judgement with the team. AI could respond quickly, prepare records and draft material from real conversations; the team remained responsible for the relationship, the offer and the final proposal.
- 01
Immediate lead response
New enquiries trigger an immediate first contact, helping the team reach prospects while the need is current instead of waiting for someone to return to the inbox.
- 02
Tailored prospect follow-up
Follow-up messages are written around the prospect and the stage of the conversation, then sent on schedule so active opportunities do not disappear when the team gets busy.
- 03
Automatic CRM updates
Lead details and relevant context are transferred into the CRM automatically, removing repetitive data entry and giving the team a cleaner record of each opportunity.
- 04
Proposal generation from sales conversations
The system turns the details captured during a sales conversation into a tailored proposal draft. The team can review and refine it instead of starting from a blank page after every call.
Outcomes & Impact
contact when a new enquiry arrives
follow-up for every active prospect
each day from CRM and proposal admin
New leads can now receive immediate contact, with tailored follow-up continuing after the first exchange. That gives Gorilla Surfaces more opportunities to reach prospects while intent is high and close a larger share of the enquiries already coming in.
CRM records are populated without the usual manual entry, and proposal drafts are produced from the context of each sales conversation. Together, those changes return hours to the team each day for higher-value sales work, customer conversations and delivery.
Why This Matters
The value of AI in this project is not a standalone chatbot or a new interface. It is the connection between the enquiry, the conversation, the CRM, the follow-up and the proposal. Each step starts with the information created by the one before it.
For the team, that means a faster sales process without generic communication or less human judgement. AI handles the timing, transfer and first draft; people focus on understanding the prospect and winning the work.