JK Moving Services is the largest independent moving company in North America, providing local, long-distance and global relocation services to commercial and residential clients. Its Consumer Sales team is an inside sales group focused solely on consumers, responding to residential move inquiries over the phone, by email and through other virtual and digital channels. A separate Business Development unit pursues partnership opportunities with companies and supports the sales team by identifying new tools.

JK Moving's professional consultants reported that, despite the company being one of the most loved and trusted brands in the moving space, they were losing certain prospects to competitors on pricing and other factors. Consumer sales are handled over the phone, by email and through digital channels, so consultants have to build rapport without ever meeting the customer.

When the company investigated, it found that where buyer-seller rapport was strong, premium pricing did not stop customers from booking, even when other providers had given a competitive quote. The takeaway was that, in the moving industry, trust and comfort play a critical role in every customer's decision to choose a provider.

The objective became solving a problem that faces inside sales teams globally: building better rapport between buyers and sellers who communicate through virtual channels. JK's own data added a constraint. Opportunities that do not close within the first 48 hours are much less likely to close at all, so reps are taught to be aggressive from the first contact, whether or not that suits the buyer.

To improve rapport, the team zeroed in on social selling practices and AI solutions designed to support them. Humantic AI's Buyer Intelligence platform fit the requirement almost perfectly: it provides actionable insights about a buyer's likes, dislikes and motivations. Using Humantic AI's Personality AI Assistant, the Consumer Sales team began adapting its sales approach to each buyer's specific needs, and the Business Development team used the same insights to engage and build new partnerships more effectively.

Two improvements followed. The first was tone and style of communication. Consultant John Puleo, whose natural style is direct, formal and to the point, stepped out of his comfort zone to sound 'super friendly and excited' with a high-energy prospect and won them over. Albert Rodriguez took an objective, informational approach with a prospect who had a keen eye for information and sent resources matched to that personality. Each buyer profile gave the rep a set of do's and don'ts for that person.

The second was the speed and size of deals. Following Humantic AI's insight on a driven, objective prospect's preferred pace, Rodriguez secured a deposit on the first call, a step that typically takes multiple touch-points. Brandi Nicholson took the opposite route with a different prospect, proceeding slowly and informally as the insights suggested, and closed a deal at twice her typical ticket size. JK's reps are trained to push early because late-closing opportunities rarely close; Humantic AI's insights showed them when holding back was the better course of action.

• At least 7 deals closed in the first month that reps believe they would not have won with their standard approach
• Deals closed at up to 2x the average deal size, lifting overall win rate by 15 to 18%
• Individual reps increased overall sales numbers by 25% in the initial rollout
• One consultant closed an $18,000 deal against a typical $6,000 to $12,000 range
• Leadership plans a broader rollout to marketing, account management and ICP analysis of existing customers