Nov, 2025
How XPay Reduced Its Sales Cycle by 20% Using Ginni AI
XPay is a fast-growing B2B fintech company that provides digital payment and collection solutions to businesses across the region. With a small, high-performing sales team (under 10 reps), every call counts, and so does every improvement.
Their sales process involves complex discovery calls and virtual demos, often requiring strong communication, trust-building, and precise handling of technical objections.
By January 2025, the team started using Ginni AI to gain visibility into their calls and turn feedback into action.
The Challenge
Before Ginni, XPay’s team had a black box problem.
They were doing dozens of sales calls each week, but no one had a clear view of what was working and what wasn’t.
Was the issue at the top of the funnel (the lead quality)?
Or was it at the bottom, on the call itself?
As their CEO put it:
“We were closing deals, but we didn’t know exactly why. There was a gap between our effort and our outcomes. I wanted to understand, are we losing deals because of how we’re handling calls, or is it something else?”
The leadership team needed clarity, not more data, but actionable insights that could help every rep get better, call by call.
The Solution
Ginni automatically tracked and scored every customer conversation over the phone or virtual demos to ensure that every customer interaction was tracked, analyzed, and learned from.
Ginni unlocked real-time visibility into how each rep performed across key sales skills such as engagement, objection handling, discovery, and closing.
Each rep began receiving personalized feedback and improvement tips, while managers could finally see where deals were stalling, and why.
“Having Ginni solved this part for us. It gave us visibility into what’s working and what’s not. Most of the team now reads the Ginni feedback, and suggestions every day. They started changing their behavior on calls, what they say and how they say it, and it’s made a real difference.”
But the benefits went beyond coaching.
Using Ginni’s Insights, XPay began identifying recurring topics and objections mentioned on calls, from pricing and security to technical features, helping both sales and product teams align better.
“The Insights section is great for us. It doesn’t just help the sales team; it helps us build a better product. We now use these insights to guide our development roadmap, both technically and commercially.”
The Impact
XPay reduced its average sales cycle by 20% and the team is closing deals faster and more efficiently than ever before.
Across all reps, average skill performance increased by more than 30%, with some areas showing over 60% growth.
The biggest jumps came in:
Understanding Needs: +65%
Engagement & Rapport: +59%
Handling Objections: +43%
Understanding Buying Process: +34%
Sales calls became more structured, more focused on the customer, and reps became noticeably more confident.
Agents improvement over time across different skills
Favorite Features
When asked about what they love most, XPay’s team didn’t hesitate:
Team Dashboard: A clear, high-level view of each rep’s performance and progress over time.
Interactions Dashboard: The ability to see who’s talking most during calls, and whether reps are giving customers enough space to speak.
Insights Tab: A goldmine of patterns and objections that now guide not only sales coaching but also product, pricing, and strategy decisions.
“The Interactions Dashboard changed the game for us. It helped us realize how often we were talking versus listening. That simple awareness improved our customer conversations instantly.”
