Sales process
Overview of the sales process
This is a high-level overview of our default sales process:
From a “who’s involved?” perspective it looks like this:
The “philosophy” throughout the whole process is based on this: https://awellhealth.atlassian.net/wiki/spaces/AWELL/pages/3490742364. The different steps are laid out below
Recent experimentation with the sales process
Recently, we've seen leads coming into our funnel that went straight from intro to trial, without live demo (Swing Therapeutics) or even straight from intro to contract signed (Harmonic). This is invariably because these leads have been talking to existing customers (in the case of Harmonic, Gabe Strauss had even shown what he had built) or by self-educating on Youtube and our Dev docs.
This means we have an opportunity to skip stages in the sales process. Note that the below is often ambiguous and will need to be called during the intro call based on the information at hand.
As a rule, when you feel the urgency is not so big on their side, let them come after showing the intro deck.
If they say "we'll take this back internally" then don't push for demo but go into nurturing. They'll surface automatically if relevant.
If they ask "can we see a demo", in the past we always scheduled a demo but I'm inclined to do:
For the really small ones, send video's on Youtube (the Wellinks + Healthie use case is probably the best) and tell them if they're interested after seeing the videos they can do a free trial
For the bigger ones, I would still do a demo but make sure you have decision makers in there (like Vivid yesterday: ideal is Product + ClinOps + Engineers + Top decision maker). NEVER do a demo with just one role in there; at least 2 different roles should be represented
If they ask "can we trial the software", in the past we would first schedule a demo but I'm inclined to do:
For the really small ones, we need to decide on best next actions (in the V1C Value stream definition, work will be done on making them self-serve)
For the bigger ones, indeed skip demo, explain trial + use case call
Update Oct 4, 2023
Since September I’ve been sending our “business cases” instead of recap emails. The rationale behind this is that previously a lot of data was fragmented between different emails and by creating one document there is a single source of truth. I’m aware that drafting such business cases is time-consuming, so I only do that for strategic accounts (+$50k ACV).
More context here:
You can access the business cases we have here.
Steps of the sales process
Introduction
Attendees: | Depends on a) who requested a dem on our website or b) who replied to your cold email. |
|---|---|
Duration: | 30 minutes |
Goal of the meeting | Better understand their problems and get them “warm” to move to the demo phase. |
How to prepare | Fill out the COMPANY_NAME template. It’s crucial that you understand the company’s offering and which profile is joining the call. |
Resources used | We use our intro deck |
Recap email | Good afternoon NAME, Thank you for making time today. You can find a recap of our conversation (LINK TO BUSINESS CASE), including some useful links such as demo videos, customer cases, etc. Feel free to add comments or modify where you see fit. The next step is a demo, which is scheduled on XXX. Best, NAME |
Explanation of how we run through our intro deck:
Demo + technical Q&A
Attendees: | Their side: Ideally, you have someone from clinical, product & engineering. |
|---|---|
Duration: | 60 minutes |
Goal of the meeting | Give them an understanding of our product offering. |
How to prepare | Look at your COMPANY_NAME template (section demo) and make sure the demo deck is ready. |
Resources used | We use our demo deck |
Recap email | Hi all, Thank you for your time today. Our demo session Quick recap - we ran through the following in the session:
What I hope the session showed you is how the above could accelerate Patina Health's operational capability by offering your whole team (engineers and non-engineers) the toolset to rapidly build, deploy and optimize care flows that are fit for a wide array of use cases. Next steps A free trial of the platform. During this trial, you get access to your own tenant + API keys and we set up a dedicated Slack channel inc. customer success and solution architect resources to help you evaluate in a short period of time. To start a trial, there is one intermediate step left which is confirming the use case you would like to validate during the trial. Generally, customers have a flow in a doc or a Miro board or similar which they share so we can have a look at it and make sure the use case is a good fit. Aligning on the use case will be done over a quick 30 min call together with our customer success manager. Resources
Let me know if, and when, you’d like to start the free trial. |
Discuss use case
Attendees: | Their side: Our champion / person who will lead the trial. |
|---|---|
Duration: | 30 minutes |
Goal of the meeting | Better understand their JTBDs. |
How to prepare | The CSM will prepare (they will go over these questions). |
Resources used | / |
Free, no-risk, trial
Once the CSM confirmed the use case is a fit for the Awell platform, it’s your job to create a sales handover. Once that’s done the CSM will grant access to the prospect and schedules a kick-off call.
From here, the salesperson has the following responsibilities:
Get an agreement on pricing with the lead
Send contractual documents for review (so when the trial is successful the legal stuff is already cleared out)
Create a business case / ROI model together with the CSM
Support the CSM with stakeholder management (aka getting buy-in from everyone internally to make the sale)
It’s both the CSM and the AE’s role to make the free trial a success.
Engagement start
If the free trial is a success, the lead will sign a contract and will become a customer. Once the money is on the account, the CSM is responsible for retention and upsell.