How Salesfinity Helped a Construction BD Team Double Conversations Without Sacrificing Relationship Quality

Background: relationship-driven business development in construction

Maria Santana is a Director of Business Development working with general contractors across multiple construction verticals, from renovations to ground-up developments. Her role is less about transactional selling and more about initiating conversations, qualifying fit, and building long-term relationships with potential clients across industries like healthcare, restaurants, and multifamily housing.

“My role is a director of business development in construction… I work with general contractors… anything from renovations up to ground-up developments.”

“We build relationships with potential clients… they work in different industries… it just depends on the contractor that I’m calling for.”

Rather than pushing a one-size-fits-all pitch, Maria’s work sits closer to a consulting motion, aligning the right contractors with the right opportunities.

“Yes, I would say it’s consulting… we work with general contractors and find potential clients that align with what they do.”

The challenge: outbound volume without parallel dialing

Before adopting Salesfinity, Maria’s team relied primarily on Apollo for outbound. At the time, Apollo didn’t support parallel dialing, forcing reps to call prospects one by one. In an industry where consistent activity matters, that approach quickly became a bottleneck.

“We were using Apollo, and at that time they didn’t have a parallel dialer… you had to make call by call.”

“Within our industry, we’re looking at making at least 100 calls a week… if you’re doing it by a single dial, it doesn’t really work that well.”

Single dialing limited both efficiency and momentum, making it harder to sustain outreach volume while still keeping conversations thoughtful and relevant.

Why Salesfinity: enabling scale without losing the human touch

Salesfinity stood out because it allowed Maria to import lists and run parallel dialing sessions while still keeping conversations personal. Instead of spending energy on mechanics, she could stay focused on actual interactions.

“Salesfinity has something great going where you can import a list and call as many people as you want.”

“Since Salesfinity, I’m using it to do outreach to potential clients… we call multiple people in the construction field, we have interactions, and we build relationships with potential clients.”

The shift wasn’t just about speed — it was about staying in flow and maintaining consistency across outreach efforts.

Impact: more conversations, not just more dials

The most noticeable impact Maria experienced wasn’t simply higher call volume, but a significant increase in real conversations with potential clients. Parallel dialing allowed her to stay active without burning time on unanswered calls.

“The reason I doubled the amount of communication I was having with potential clients is the fact that I could call three at the same time or four… that’s what really exploded my results on my end.”

“It really impacted it in the format that I was able to have more conversations… rather than calling them one by one.”

By increasing conversation density, Maria was able to focus on relationship-building instead of chasing activity metrics.

Features that changed day-to-day workflow

Several product features stood out as meaningful improvements to Maria’s workflow. First, autonomy and flexibility — particularly the ability to manage calling numbers without external support.

“Something that really excited me is the fact that you can change your own number… before, you had to reach out to someone on your team.”

Second, the flexibility to switch between parallel dialing and single dials depending on the situation.

“If you want to do a single dial, you have that option… you don’t have to stick to calling a full list.”

And finally, conversation summarization, which reduced cognitive load and made follow-ups easier.

“I really do like the fact that you can summarize your conversation… I’ve explored other parallel dialers, but I haven’t seen that option done this way.”

Honest feedback: addressing call lag transparently

Maria was clear in sharing constructive feedback around a call lag issue she experienced during parallel dialing. In some cases, prospects would pick up but experience a short delay before hearing the rep.

“There are times when the person picks up and there’s like a 10-second gap, which makes it harder.”

“We have two or three accounts, and I’m seeing it with other reps as well.”

She also acknowledged that the issue was raised with the Salesfinity team and partially addressed.

“I did reach out… it seems like it was fixed to some extent.”

Despite this, Maria emphasized that resolving the lag would make the platform an easy long-term choice.

“If that lag was minimized, this would be an excellent platform to keep long-term.”

Overall assessment: time leverage and conversation density

At its core, Maria views Salesfinity as a way to reclaim time and reinvest it into higher-value work. The platform enabled her to focus on conversations rather than logistics.

“Ultimately, we’re trying to save time… if you can make 100 calls in an hour, why not make that investment?”

“I really think the biggest impact is being able to have more conversations with people.”

Who Salesfinity is for

Maria’s recommendation is straightforward: Salesfinity is built for teams that rely on outbound calling and care about efficiency without compromising quality.

“Anyone that’s cold calling, anyone that’s trying to hit their numbers… this is an excellent product.”

“If you’re trying to reach a certain goal when it comes to getting in touch with people, this is a great investment.”

In one sentence

Maria summed up Salesfinity as a centralized platform that simplifies outbound execution.

“A sales engagement tool that helps teams manage their calls, follow-ups, and outreach all in one place.”