Situation
MiiR has built its reputation on beautifully designed, customizable drinkware for companies, events, and promotions. But the very customization that made their products special also made the sales process cumbersome.
Every order required coordinating across five to six different systems, lengthy email exchanges, and manual mock-up creation. Sales reps were bogged down servicing small accounts and managing repetitive tasks instead of cultivating high-value relationships. This meant that the average sales cycle took 14 days, and team member time got spent on eliminating errors and inconsistencies, leaving them less energy for strategic selling and relationship building.
MiiR's CEO wanted a way to grow sales in a way that would enable their team members to build high value relationships with more customers.
Task
MiiR challenged us to reimagine their sales process. The goals were clear:
- Shorten cycle times and eliminate errors.
- Increase the conversion rate of MiiR's B2B sales segment.
- Free Customer Success Managers (CSMs) from repetitive sales ops tasks.
- Preserve MiiR's high-touch brand experience while creating a system that could scale.
Action
Substantial stepped in to reimagine the process, embedding an AI sales agent that could handle the transactional load: generating mock-ups instantly, unifying six systems into one, and moving sales forward 24/7.
Together we designed and deployed an AI-powered sales agent that could take the friction out of ordering while elevating the role of the sales team. We:
- Mapped workflows to identify where automation could unlock the most value.
- Built a conversational AI agent capable of handling end-to-end sales transactions, from inquiry to completed order.
- Automated design mock-ups, enabling instant, print-ready visuals for customers.
- Consolidated systems, reducing reliance from 5-6 tools to one unified flow.
- Piloted via alpha launch, integrating with MiiR's technical team and aligning resistant stakeholders by demonstrating value.
- Expanded into beta, ensuring the agent could seamlessly support both MiiR staff and their customers.
Result
The impact continues to compound:
- Average deal cycle: reduced from 14 days to just 5.2 days — a 63% faster close than before, and nearly 2x faster than the 9-day average achieved in the alpha phase.
- Error-free orders, eliminating inconsistencies across systems.
- Reps freed for strategic work: CSMs shifted from repetitive ops to outbound and creative selling.
- Scalable growth: MiiR can increase sales without adding proportional headcount.
- Better customer experience: seamless, "human-like" interactions with faster turnaround.
By taking on the transactional heavy lifting, the AI agent didn't replace MiiR's sales team. It freed them up to focus on building relationships and doing creative and strategic work.