Commercial team of an electricity, gas, and telephony comparison site: how to organize and scale it

How is the sales team of an electricity, gas, and telephony comparison site organized? With a unique process that decides which lead each agent calls and when, an automatic distribution of leads, fixed follow-up cadences, and supervision that looks at process compliance, not just sales. This is how you can go from 40 to 60 agents without losing control, just as QuéComparo did.

Updated: October 2026 · Written by Alex Sánchez, co-founder of Vixiees.

If you search for how to organize the sales team of an electricity, gas, and telephony comparison site, Google returns job offers. Nobody explains how it works from the inside: who calls whom, how leads are distributed, or what to have ready before hiring the next agent.

It is a high-volume, low-ticket model with little margin for a lead to go uncontacted. Here we explain it step by step, with the real case of QuéComparo.

How does the sales team of an electricity, gas, and telephony comparison site work?

The sales team of a comparison site converts comparisons into contracts. The user leaves their details when comparing rates, a telephone advisor calls them, confirms their consumption or current line, presents the offer that best fits, and manages the switch of company if the customer accepts.

In practice, a team of this type has four pieces:

• Sales advisors: first call, follow-ups, and closing.

• Supervisors: they distribute the work, listen to calls, and correct.

• Processing: reviews the documentation and registers the contract.

• Quality: checks that the sale was made with the correct information.

The bottleneck is usually between when the lead enters and the advisor calls: who is called first, how many times to insist, and what happens to unanswered WhatsApps.

Why is control lost when going from 20 to 60 advisors?

It is lost because the process lives in each advisor and not in a system. With 15 people, a supervisor can manually check who has called whom. With 40 or 60, each advisor decides their call order, their follow-ups, and their exceptions, and the supervisor spends the day auditing instead of helping to sell.

The symptoms are usually these:

1. Uncompleted follow-ups. The lead who did not answer the first time does not receive the second attempt.

2. Unanswered WhatsApps. The customer writes and no one sees it until the next day.

3. Supervision hours dedicated to auditing spreadsheets instead of listening to calls and correcting.

4. New advisors taking weeks to sell like veterans because they learn the process by imitation.

And in this sector, speed matters. In a study published in the Harvard Business Review (2011) on 1.25 million leads from US companies, those that attempted contact within the first hour were nearly seven times more likely to qualify the lead than those that waited another hour.

Real case: how QuéComparo went from 40 to 60 advisors without losing control

QuéComparo is a Spanish tariff comparison site for energy, telephony, and alarms. According to their success story, their sales team grew from 40 to 60 advisors. Before Vixiees, they managed follow-ups in Excel and ActiveCampaign, and each advisor decided whom to call and when.

"It was common to see unanswered messages or calls left behind." Rafa Loza, CEO of QuéComparo

They implemented Vixiees as an execution layer, not as another CRM. The system decides which task belongs to each advisor and does not allow choosing another. The deployment was done in phases: a pilot team of 4 or 5 advisors adapted in 1 to 2 weeks, and the rest of the team was operational in 1 to 2 days. SharePoint remained their central database, connected via API.

"What we liked most was that the system decides who to call and there is no other option." Rafa Loza, CEO of QuéComparo

The case study also notes the goal of doubling revenue in 2025 after growing 40-50% annually: a forecast, not a closed result.

Data declared by QuéComparo; the case study does not specify the average sales period. See the full QuéComparo case study.

How to organize the sales team of a comparison site, step by step

To organize the sales team of a comparison site, seven things must be set in this order: a single process, lead distribution, cadence, channels, supervision, advisor onboarding, and incentives. If one fails, hiring more people multiplies the problem.

1. Write a single process, from the new lead to the processed sale

Define the phases (new, contacted, offer presented, pending documentation, processed, dismissed) and what task needs to be done in each, identical for everyone. It is measured by: percentage of leads with the next task defined (must be 100%).

2. Distribute leads automatically

No manual distribution in the morning. Choose a rule (round-robin among available advisors or first available) and set a daily limit of new leads per advisor. Each lead has only one owner, as we explain in the one lead, one owner rule. It is measured by: time elapsed from when the lead enters to the first call.

3. Set the follow-up cadence

Decide how many attempts are made, in which time slots, and through which channel before giving up on a lead. When discarded, ensure it is with a closed reason: you have the list in reasons for discarding leads. It is measured by: overdue tasks per advisor per day.

4. Unify calls and WhatsApp in one place

If each advisor uses their own mobile phone, the customer's WhatsApp is lost when they change shifts. It is measured by: unanswered incoming messages at the end of the day (must be zero).

5. Supervise process compliance, not just sales

Look daily at overdue tasks, leads without a first contact, and calls that went poorly, and dedicate supervision to listening and correcting. There are ways to detect sales calls that went poorly without listening to all of them. It is measured by: supervision hours dedicated to auditing versus hours dedicated to training.

6. Onboard new advisors into the process

A new advisor should not decide whom to call in their first week. If the system sets the next task, they learn the process by doing it. To speed up the curve, see how to clone your best salesperson. It is measured by: weeks until a new advisor reaches the team's sales average.

7. Tie incentives to the process and verify each sale

If commissions only reward closed sales, the advisor prioritizes the easy leads in their portfolio and abandons follow-ups. Pay also for meeting cadence and for sales that pass quality. And verify each registration with a call or recording confirmation before processing it: it prevents cancellations and claims. It is measured by: sales cancelled after verification.

Before hiring more advisors: The Advisor 41 Test

Before adding advisors, check that the process holds up without depending on anyone. We call it the Advisor 41 Test: if a new advisor starts tomorrow, could they work with the same process as the other 40 without the supervisor explaining who to call? If the answer is no, hiring only adds chaos.

The test has five questions. If two or more fail, fix the process before opening another job listing:

In the words of Rafa Loza, CEO of QuéComparo, in his success story: "Scaling is not about hiring more people, but about turning your process into a method that no one can bypass."

What changes with the 400 prefix for commercial calls?

Starting October 17, 2026, sales calls in Spain must originate from numbers starting with 400. The Resolution of April 14, 2026 (BOE-A-2026-8409), published on April 16 and in force since the following day, grants a six-month period, after which "commercial calls may only be made through the range NXY = 400". The range is exclusively outbound: the customer cannot return the call to that number.

For a comparison site, this affects team organization, not just telephony:

• Separate numbers by purpose. The 400 numbers cannot be used for customer service, according to the same resolution. If the team also handles queries from already acquired customers, it needs another set of numbers for that.

• More weight on the first contact and WhatsApp. If the customer cannot return the call to the 400 number, it is advisable to notify them by message who is calling, if the customer authorized it when comparing, and leave them a response channel.

• Consent still matters. The General Telecommunications Law 11/2022 (Article 66) recognizes the right not to receive unwanted commercial calls unless there is prior consent or another legal basis under the GDPR. The 400 prefix does not replace that obligation.

We explain this in more detail, including how to request numbering, in the help article about 400 numbering for commercial calls in Spain.

How to generate trust in phone sales of electricity, gas, and telephony?

With an honest and verifiable script: stating who is calling and why, explaining the actual duration of any discount, and providing the terms in writing.

The OCU advises against phone contracting of gas and electricity at the initiative of the supplier (October 2025) due to the "recurrent use of deception by many telephone sales agents." If everyone follows the same script and process, what the brand promises is fulfilled in every call.

Common mistakes when scaling a team of advisors

Mistakes when scaling a team of advisors usually stem from growing in staff before growing in process. These are the four most common:

• Hiring to cover uncontacted leads. If there are uncalled leads with 40 advisors, with 60 there will be more, unless the distribution changes.

• Measuring only sales. Also measure overdue tasks and time elapsed to the first call.

• Changing CRM to fix execution. QuéComparo kept SharePoint; execution can live in a layer on top of the CRM you already have.

• Deploying to the entire team on the same day. Better a small pilot, like QuéComparo with 4 or 5 advisors, and then the rest. We tell you about it in how to implement a change in the sales process.

Do you want to scale your team of advisors without losing control?

Vixiees is mounted on top of the CRM or database you already use, distributes leads with rules, unifies calls and WhatsApp, and decides the next task for each advisor, whether there are 20 or 60.

Find out how Vixiees works →