The habit that got SARA to 9.52% cold-to-booking rate

Matthew Fawzy’s cold calls were running long.

Not because prospects were being unusually friendly. Because Matthew knew what to do when a call got hard. He’d repped it hundreds of times already: the pivot, the objection, the push through to a booked meeting. By the time he was on live calls, none of it was new.

That’s what six weeks of daily Chambr practice does.

The problem most reps never solve

SARA is an outsourced sales org based in San Francisco. Eric Klein, the founder and CEO, embeds trained reps into client businesses and owns the pipeline. No slow ramp excuses. Either the reps convert or they don’t.

When Eric brought Matthew on, both of them were learning a new product in a new vertical. Technically complex. Neither had sold it before. The natural instinct is to jump straight into live calls and figure it out. Eric took a different approach.

He’d seen what happens when reps learn by burning real prospects. The later stages of a call never get repped: the objection, the pivot, the close. You never reach them. You get good at getting hung up on and not much else.

You only know how to run from second to third base if you get to first base. Chambr gives you the opportunity to practice the entirety of the call.

Eric introduced Chambr before Matthew ever dialed a real prospect.

80/20

Matthew started at roughly 80% Chambr, 20% live calls.

Before a dial block, he’d warm up. After a call that didn’t land, he’d go back in, figure out what broke, and run the scenario again. Before a new campaign, he’d run the pitch until it felt clean. The ratio shifted as his skills developed. More live calls, less warm-up time needed. But Chambr never left the workflow.

Eric also built a coaching layer into it. He uploaded his own custom scorecard into the platform and gave it to Matthew to keep on his desk during every session. Opener. Apology for the interruption. Questions asked. Meeting confirmed. Matthew would check them off in real time. Eric would review the scores, identify the gaps, and send him back in.

Over time the checklist stopped being a checklist. It became instinct.

Then Eric ran his first live session against Jerry and got a yes on the first try. He held that over Matthew deliberately.

Matthew went home that night and ran session after session until he got one too. Eric woke up to a text: a screenshot of the yes. Matthew had made 20 calls to get there. Long calls. Five to ten minutes each.

It’s been such a delight to turn this into a game as opposed to just getting told no a bunch of times and doing it again tomorrow.

The competition between them never stopped.

What practice looks like when it sticks

Eric and Matthew play a game called Chasing the No. The goal is to collect 50 nos in a row. When you get a yes, you lose. Matthew texts Eric every time he books a call: ‘I just lost.’ Eric calls him a loser. They laugh. The point is to make rejection feel like progress. And when you know that statistically one out of ten prospects will book, you make the extra call because you want to. Not because you have to.

They ran the game on Chambr too. Matthew tracked his nos against different AI bots, broken down by opener, by tonality, different columns in a notebook Eric gave him. One day he sent Eric a picture: a circled Y surrounded by nos. ‘I lost. I finally lost.’

The game is a mindset tool. But it only works if you have somewhere to practice. Chambr was that place.

The numbers

Matthew’s cold call to booked meeting rate: 9.52%.

Industry average: 1.5%.

That’s 6x higher.

When Eric and Matthew looked at Matthew’s actual call data, something stood out: his calls were running much longer than expected. Because Matthew had practiced the later stages of a cold call so many times, he knew how to keep a prospect on the line when it got hard. Prospects stayed. Meetings got booked.

If it wasn’t for Chambr, I wouldn’t be able to do that right now. It honestly goes beyond cold calling. It goes into the discovery stage.

Matthew now uses Chambr to prep for discovery conversations, talk through ROI on the spot, explain product financials with confidence. Things that normally only get tested live, in front of a real prospect. For Matthew they were already familiar before he ever got there.

How SARA trains now

New hires start with Chambr before their first dial. Experienced reps use it every day. The warm-ups, the resets after rough calls, the prep before anything new. Practice is just how SARA operates.

When we bring on new team members, I’m going to have them run Chambr. It goes beyond just cold calling. It goes into the discovery stage.

Eric puts it simply: the reps who know what to fix after every call are the ones who compound. Chambr gives them that loop.