Case study
How a commercial flooring company rebuilt sales outreach with AI
A commercial flooring company implemented Squirrels.ai to automate prospect outreach, reconnect with past customers, and create a scalable sales process without adding additional sales resources.
After experiencing a significant decline in revenue, the company was focused on rebuilding growth by expanding beyond referrals and creating a more proactive approach to customer engagement. By introducing AI-powered sales outreach, the company gradually improved lead generation, appointment scheduling, and customer follow-ups while maintaining control over complex commercial conversations.
Multi-channel outreach
automated calls, emails, and texts for prospects
More qualified opportunities
AI identifies and schedules commercial prospects
Scalable sales growth
expand outreach without adding sales staff
Overview
A commercial and industrial flooring company specializing in resinous floor systems wanted to rebuild its sales pipeline after a significant revenue decline.
The company served businesses across industries including manufacturing facilities, food and beverage operations, healthcare facilities, industrial plants, and commercial buildings. Its projects required technical expertise, on-site inspections, and detailed proposals, making customer relationships and industry knowledge critical to the sales process.
Historically, the company relied heavily on referrals and repeat customers. While this approach supported growth in the past, it limited the ability to proactively reconnect with previous clients, reach new commercial prospects, and create predictable sales opportunities.
The company had reduced its marketing activities significantly and lacked a structured outbound engagement process. Managing prospect lists, following up with potential customers, and staying connected with past accounts required manual effort that was difficult to scale.
The company partnered with Squirrels.ai to introduce an AI-powered sales outreach solution. The AI agent helped automate prospect communication through calls, emails, and text messages while gathering lead information, qualifying opportunities, and scheduling site visits.
The implementation followed a phased approach, allowing the company to train the AI with industry-specific information, review early conversations, and refine workflows before expanding automation.
Client at a glance
Industry
Commercial and industrial flooring services
Primary challenge
Building a scalable sales pipeline beyond referrals
Business model
B2B flooring installation and site inspection services
Target market
Manufacturing, healthcare, food and beverage, and industrial facilities
AI solution implemented
AI-powered sales outreach and appointment scheduling automation
The challenge
Heavy reliance on referrals
The company historically generated most of its business through referrals and existing customer relationships.
While referrals remained valuable, relying only on inbound opportunities created limitations. The company was not actively reaching out to previous customers, commercial facilities, or potential new accounts that could require flooring upgrades or maintenance.
Without a structured outreach process, valuable opportunities remained untapped.
Limited marketing infrastructure
After experiencing a major revenue decline, the company had scaled back its marketing activities significantly.
There were no consistent email campaigns, customer reactivation programs, or outbound sales workflows in place. The company needed a cost-effective way to rebuild market visibility without immediately expanding its internal team.
Manual prospecting challenges
Commercial flooring sales requires identifying the right decision-makers, understanding facility needs, and determining project timelines.
Manually researching prospects and initiating conversations required significant time. With multiple industries requiring different messaging and technical terminology, creating consistent outreach at scale was challenging.
Complex B2B sales process
Unlike residential flooring, the company focused exclusively on commercial and industrial projects.
Each opportunity required understanding factors such as:
- Facility type
- Flooring requirements
- Industry-specific needs
- Replacement timelines
- Inspection requirements
The sales process depended on meaningful conversations before scheduling site surveys and preparing proposals.
The company needed AI that could understand its niche market rather than provide generic responses.
Need for accurate AI communication
The company worked with high-value commercial accounts where incorrect information could damage relationships.
The team wanted confidence that AI conversations would accurately represent the business, understand commercial requirements, and properly filter out residential inquiries.
A controlled rollout with review capabilities was important before expanding automation
The solution
Squirrels.ai implemented an AI SDR agent designed to support commercial prospecting, customer engagement, and appointment scheduling.
The solution focused on increasing outreach capacity while maintaining the expertise and personal approach required in complex B2B sales.
AI-powered outbound prospecting
The AI agent automated outreach across multiple channels, including phone calls, emails, and SMS.
Instead of manually contacting every potential customer, the AI engaged prospects, gathered information, and identified businesses that may require flooring services.
This allowed the company to expand outreach beyond existing referrals and reconnect with potential opportunities.
Commercial lead qualification
The AI agent was trained to understand the company’s ideal customer profile.
It could identify and prioritize commercial opportunities while filtering out residential inquiries that did not match the company’s services.
This helped ensure sales efforts focused on relevant prospects.
Industry-specific knowledge training
The AI was customized using company documentation, previous scripts, and business information.
This training helped the AI understand:
- Commercial flooring services
- Industry terminology
- Common customer questions
- Inspection requirements
- Qualification criteria
The company could continue updating knowledge resources as services and messaging evolved.
Automated appointment scheduling
When prospects showed interest, the AI could help schedule site visits and inspections based on availability.
This reduced delays between initial outreach and sales conversations while ensuring potential opportunities moved forward efficiently.
Human-reviewed rollout
The company adopted a phased implementation approach.
Initially, AI conversations and emails were reviewed to ensure messaging accuracy and identify opportunities for improvement.
This allowed the company to refine AI behavior before expanding automation further.
Flexible contact management
The company could upload prospect lists through spreadsheets and organize different outreach campaigns based on specific goals.
Separate campaigns could be created for:
- Past customer reactivation
- New commercial prospects
- Industry-specific outreach
- Follow-up campaigns
This flexibility allowed the company to adapt outreach based on changing business priorities.
Results and impact
The implementation of Squirrels.ai created progressive improvements in sales outreach, customer engagement, and operational efficiency.
The company gradually expanded AI usage as messaging was refined and confidence in the system increased.
Increased outreach capacity
The AI agent enabled the company to contact more prospects consistently without increasing internal sales workload.
Instead of relying only on referrals, the company developed a repeatable outreach process for reaching new commercial opportunities.
Improved customer re-engagement
AI-powered follow-ups helped the company reconnect with previous customers and commercial contacts.
This created opportunities to stay top-of-mind for future flooring needs, facility upgrades, and replacement projects.
Reduced manual prospecting workload
Sales teams spent less time performing repetitive outreach activities such as initial contact attempts and follow-ups.
This allowed employees to focus more on qualified opportunities, customer conversations, and site evaluations.
Faster lead response and scheduling
Automated communication improved the speed at which prospects received responses.
Interested prospects could move toward scheduling inspections faster, reducing delays that could cause opportunities to be lost.
Better sales process visibility
AI-generated conversation records provided greater visibility into prospect interactions.
The company could review responses, identify interested leads, and understand customer needs before moving into the next stage of the sales process.
Scalable growth foundation
By creating an AI-supported sales workflow, the company built a foundation for future growth.
The solution allowed the business to increase outreach activity while maintaining control over customer experience and technical accuracy.
TESTIMONIAL
Why organizations choose Squirrels.ai
Squirrels.ai helps B2B companies automate sales outreach while maintaining personalized communication and human control.
Organizations use Squirrels.ai to:
- Automate calls, emails, and SMS outreach
- Reconnect with past customers
- Qualify prospects automatically
- Schedule meetings and appointments
- Build industry-specific AI workflows
- Reduce repetitive sales tasks
- Improve lead response times
- Scale outreach without adding sales staff
- Maintain control through phased AI adoption
Rebuild your sales pipeline, reach more commercial prospects, and grow with AI-powered outreach.