How The Sussex Sign Company Cut Call Interruptions and Freed Up Their Sales Team
(With Help from the Best AI Phone Answering in South East England)
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How The Sussex Sign Company Cut Call Interruptions and Freed Up Their Sales Team
With Help from the Best AI Phone Answering in South East England
Key Results
Key Takeaways
Eliminated Call Interruptions
Sales team and technicians no longer interrupted by routine calls
Better Lead Quality
AI filters calls, ensuring team focuses on serious prospects
24/7 Coverage
Never miss enquiries, even outside business hours
No Additional Staff
Achieved better call handling without hiring a receptionist
About The Sussex Sign Company
For over three decades, The Sussex Sign Company has been a trusted name across South East England. Known for expertly crafted vehicle graphics, shopfront signage, and branding installations, the business has grown steadily, building a reputation for reliability, creativity, and craftsmanship. From Brighton to Hastings, their vans are a familiar sight - delivering signs, fitting graphics, and transforming business premises with visual impact.
But with that success came a challenge that many small-to-medium service businesses in the region face: the phone wouldn't stop ringing.
On an average day, the company receives anywhere from 30 to 50+ calls. While some are from valuable prospects or loyal clients, many are less useful - wrong numbers, repeat enquiries about basic information already available on the website, cold sales calls or calls chasing updates. Every ring meant a member of the sales team or an experienced technician had to stop what they were doing and pick up the phone. Over time, it became a drain on productivity.
The Challenge
The managing director, Norman, had seen it escalate. "We've always prided ourselves on being responsive," he said. "But as the business grew, the calls started to get in the way of actually doing the work. Our best people were being pulled away from high-value jobs to answer routine questions or take messages."
Hiring a full-time receptionist seemed like one solution, but it came with cost and complexity. Norman wanted something more innovative - something that would give the team back their time without compromising on the customer experience.
High Call Volume
30-50+ calls daily interrupting productive work
Productivity Drain
Sales team and technicians constantly pulled away from high-value jobs
Mixed Call Quality
Many calls were wrong numbers, repeat enquiries, or cold sales calls
Time Wastage
Valuable staff time spent on routine questions instead of skilled work
"We've always prided ourselves on being responsive, but as the business grew, the calls started to get in the way of actually doing the work. Our best people were being pulled away from high-value jobs to answer routine questions or take messages."
The Solution
That's when The Sussex Sign Company turned to ARROW.
ARROW is a leader in AI Phone Answering solutions in South East England. We deployed our AI Receptionist solution - an AI-powered system designed to handle inbound calls with the precision, tone, and professionalism of a real person. Importantly, the system doesn't just answer calls - it understands the business.
Working closely with The Sussex Sign Company, ARROW trained the AI receptionist on the company's services, terminology, tone of voice, and preferred greetings. The system was designed to mirror the brand's approachable but professional style, and to respond intelligently to common questions, divert urgent queries, and capture essential information from every caller.
Meet Jess, The Sussex Sign Company's AI Receptionist
The transformation was immediate.
Instead of interrupting their day to answer every single call, the team could now rely on their AI Receptionist "Jess" to handle the bulk of their inbound traffic - especially during peak hours. The system filtered out low-value calls, captured accurate details from serious enquiries, and routed only the most urgent or high-priority calls directly to a human.
The Results
"Within the first week, we noticed the difference. The workshop was quieter. The phones weren't ringing off the hook. Our designers and installers could actually focus. And when we received email notifications from the AI Receptionist, it was clear, concise, and included everything we needed to follow up quickly."— Norman, Managing Director
Jess the AI Receptionist - available 24/7 - also meant The Sussex Sign Company never missed a call, even outside of regular business hours. Enquiries made in the evening or over the weekend were logged with full contact details and the reason for the call, ready for the team to follow up the next working day.
Critically, the system wasn't just about fielding calls - it was about converting them. By capturing the right information and filtering out the noise, the sales team was able to focus on the jobs that mattered. They spent less time chasing dead ends and more time closing deals and managing high-value projects.
"We're speaking to more serious prospects and spending far less time on the phone with salespeople or other time-wasting calls. It's been a shift in how we handle incoming leads."— Norman
The Sussex Sign Company's experience is a textbook example of how service-based businesses can benefit from AI Phone Answering Services. In a sector where time is money and skilled staff are best used on the tools, not the telephone, ARROW provided a solution that was both intelligent and cost-effective.
Now, with an AI Receptionist fully embedded into their operations, The Sussex Sign Company has reclaimed their time, improved their customer response, and positioned the business for further growth - without hiring additional admin staff or sacrificing their reputation for excellent service.
"We're doing more of what we're good at, signwriting, and less of what was slowing us down. ARROW didn't just give us a clever bit of software. They gave us a way to run the business better."— Norman
The Bottom Line
In a region where businesses thrive on responsiveness and reputation, ARROW has proven to be the best choice for AI Phone Answering in South East England - delivering not just technology, but transformation.
And here's the kicker:
You get your own 24/7 AI Receptionist that answers every call, set up for you in days, for less than your phone bill.
No contracts. No hidden fees.
Most trades spend £10K+ a year trying to solve this with admin staff or answering services.
⚡Guaranteed Results
Book four real jobs in 60 days using our tools - or get your money back.
No stress. No risk. Just leads, sorted.
Talk to Arrow now, and hear for yourself how we capture leads and handle a real potential customer enquiry.