Southwest Exteriors Boosts Close Rates 8.54% with Siro

Learn how this San Antonio home exterior company turned every in-home visit into a coaching opportunity, boosting close rates and turning low-value leads into big deals.

• $1,000 project expanded into a $90,000 deal
• 25+ hours saved weekly on rep coaching
• 8.54% increase in close rates

About

Southwest Exteriors provides window, siding, and door replacement for homeowners across San Antonio and surrounding communities. Founded in 1989, the company has over three decades of experience delivering projects on time, on budget, and with excellent craftsmanship.

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Challenge

Coaching field reps without visibility into sales conversations

Southwest Exteriors runs on a simple philosophy: client relationships are relational, not transactional. 

CEO Ryan Shutt has spent a decade at Southwest Exteriors, the last three years in his executive role, after seven years of leadership in Marketing. His focus: ensuring the company’s philosophy holds true at every step of the customer journey. 

A recent leadership transition on the sales team gave Ryan the opportunity to take a closer look at how reps were executing in the field. What he found was a gap between the company's on-paper sales process and what was actually happening in the home.

Without consistent coaching and visibility into appointments, even well-trained reps naturally drift from the prescribed sales process over time. They followed the “by the book” approach during ride-alongs, but a manager can only be present for a fraction of sales conversations. There was no way for leadership to scale coaching to every appointment.

The gap meant that the experience Southwest Exteriors promised on their website didn't always match what homeowners encountered. “From the time someone goes on the website, to pitching them in the home, to meeting with them in person, or actually doing the job—transparency and communication drive everything that we do,” Ryan says.

Ryan knew recording field sales could help. Southwest Exteriors already did this for their call center, and that accountability had worked.

At an industry conference, Ryan connected with the Siro team. He'd evaluated other conversation intelligence platforms, including Rilla, but Siro's approach stood out. 

Ryan wanted to buy from people who sell the way his company sells: an educational approach, focused on partnering with the homeowner. Siro’s methodology aligned perfectly with how Southwest Exteriors works with their own customers.

“When somebody is sitting next to you in the car or in the home, you're getting the best version of that representative's pitch. To hear what's going on the rest of the time is more important. That's where the real coaching opportunities are.”

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Solution

Turning every homeowner visit into a coaching opportunity

Southwest Exteriors rolled out Siro through their integration with ServiceTitan, the company's CRM. The platform was configured to match Southwest Exteriors' sales motion and coaching style. The feedback reps receive reflects the company's own education-first methodology, not a generic script. 

Implementation was smooth. The sales team walked out of training knowing how to use the tool and adopted it quickly. Now, once a rep arrives at a job site, Siro's mobile app starts recording automatically. No extra steps needed, no friction. Southwest Exteriors finally holds their field sales team to the same standard as their call center.

The team frames the recording as an extension of Southwest Exteriors' transparency promise. Texas is a one-party consent state, so disclosure isn't required, but the team informs homeowners they’re being recorded every time. Reps explain that the recording ensures alignment: whatever is said or promised in the meeting will be honored. 

If a homeowner ever wants a copy of the conversation, they can request it. Out of more than a hundred appointments since launch, only one homeowner has declined to be recorded.

With every conversation captured, Siro's AI analyzes each one, detecting key moments, objections, and selling behaviors, then tagging them for easy review. Managers jump to key moments in each conversation, so providing feedback on an appointment is fast and easy. They can pull up AI-selected clips and curated playlists to coach more conversations in less time.

Sales Manager Chris McKaye recognized the impact immediately. 

”Two weeks after going live, Chris came into my office amped up. I'd never seen this side of him before. He said, 'Siro will be the most transformative tool this company's ever implemented.'  Months later, he still strongly believes that.”  

Chris now grounds his one-on-ones with each rep in real conversation data rather than secondhand observations. Siro gives him instant playback and structured notes on every visit, so he can pinpoint exactly where a rep excelled or where there's room to improve. When a coachable moment surfaces, he shares the recording with the entire team.

For example, one rep was headed to a small appointment: just one window, worth maybe $1,000. These jobs don't always get the same attention as larger projects. However, after a brief coaching call with Chris about approaching it differently, the rep ultimately turned what should have been a $1,000 job into a $90,000 whole-home project. 

Siro captured the conversation, so Chris shared the recording, letting the entire team hear exactly how the rep reframed the opportunity and expanded the deal. "We can say, 'Here's a one-window job that turned into a $90,000 project.' For the team going out on calls, that’s a game changer for mindset," Ryan reflects. 

That same rep, initially uncertain about being recorded, became one of Siro’s biggest advocates. He now reviews every recording and shares clips with teammates when he finds an approach that works. By November, he'd achieved the strongest performance improvement on the team.

His transformation reflects a broader shift across the sales team. Reps now review their own calls and share successful approaches, creating a self-coaching culture that extends beyond manager-led sessions. By making every conversation visible and actionable, Siro enabled managers to coach more effectively, reps to learn from each other, and teams to self-improve—lifting close rates by 8.54% in just 4 months.

"Siro has dramatically changed my sales manager's one-on-ones with his team. We have several guys that listen to their sales conversations after every appointment so they can do better."