The sales laboratory

When we say Ventrics Labs is a sales laboratory, it is not a brand metaphor. It is a description of how the work gets done, and it can be checked in any meeting: ask for the data.

Three ways to hire help to sell more

• An agency delivers pieces: campaigns, posts, a website, a video. It is measured by what it produces. If the pieces do not sell, the conversation is about the pieces.
• A consultancy delivers reports: a diagnostic, a strategy, a plan. It is measured by the quality of the document. Execution is yours, and with it the result.
• A laboratory delivers a system that works, with the data that it works. It is measured by the result the system produces, because whoever designed it operates it and measures it.

All three are legitimate. But only the third takes responsibility for the sale.

The laboratory’s method: hypothesis, change, measurement, decision

An experiment has four parts, and so does a well-run sales system:

1. Hypothesis. Before spending a peso there is a question that peso will answer. “If we answer the WhatsApp in under ten minutes, we close more of the leads that today go cold.” “If on Saturday the market is at 70% and we are at 50%, it is not a demand problem but a choice problem.”
2. Change. One intervention, not ten at once. The contact center is installed; crawling is opened to AI assistants; an OTA’s listings are rewritten. If you change everything together, you never know what worked.
3. Measurement. Before and after, with the same tool. A GEO score, a response time, an estimated compset occupancy, a cost per attributed booking. Without a baseline there is no result; there is an opinion.
4. Decision. What worked is scaled; what did not is switched off. And it starts again with the next hypothesis.

This is what makes the method a method and not luck: the result can be repeated because you know what produced it.

What the laboratory does that others do not

It measures the ones next door. Almost every agency works with the data the client gives it. A laboratory builds instruments: an own tool that estimates a hotel’s competitors’ occupancy daily from their public availability, or that tracks a product’s competitors’ prices on marketplaces. It is engineering work, and it is what turns “I think the neighbor is filling up” into “the neighbor is at 81% for Saturday”.

It operates what it designs. It answers the WhatsApp, moves the rate, buys the ads, replies to reviews. A system someone else has to execute is not a system: it is a to-do list.

It publishes no figure without a source. What a laboratory says about its results has a dashboard behind it that can be opened. When on this site you read “from 62 to 80” or “among the five properties in Guatapé with the most nights sold”, there is a tool and a panel that show it. What does not have one, is not published.

What hiring one means

That the first meeting is not a sales pitch but a diagnostic; that the first invoice pays for an installation and a baseline, not a campaign; that every month you get a dashboard with what was measured and a decision, not a report of what was done. And that the promise you are made can be written with a number or a deadline. If it cannot, it is not a promise.

Our laboratory is called Ventrics Labs. The diagnostic is the first hypothesis, and it is free. The next lessons explain the method: what is a 360 digital ecosystem and complete vs. traditional revenue management.