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Internal Resource

Sales Playbook

Scripts, qualification criteria, objection handling, and demo flows

Last updated: February 2026 | For internal team use only

Lead Qualification Criteria

Ideal Prospect Profile
  • 10-250 employees (sweet spot: 25-100)
  • Operations-heavy business (construction, logistics, home services, distribution, manufacturing)
  • Currently using spreadsheets or disconnected systems
  • Manual processes costing 10+ hours/week
  • Decision-maker accessible (owner, ops manager, CFO)
  • Budget authority or can influence budget ($15K-$50K range)
Red Flags / Disqualifiers
  • Under 5 employees (too small)
  • Enterprise with complex procurement (slow sales cycle)
  • Already invested heavily in recent software (change fatigue)
  • No clear pain point or just 'exploring'
  • Looking for free consultation without budget

Strategy Session Question Bank

Use these to uncover pain, validate fit, and understand decision process

Current State
  • "Walk me through how you currently handle [workflow] from start to finish."
  • "What tools or systems are you using today?"
  • "How many hours per week does your team spend on [manual task]?"
  • "What's the biggest frustration with your current process?"
Pain & Impact
  • "How is this costing you money? (lost time, delayed invoices, errors, cash flow)"
  • "What happens when this process breaks down?"
  • "Have you tried to solve this before? What happened?"
  • "If nothing changes, what does this look like in 6 months?"
Decision Process
  • "Who else needs to be involved in this decision?"
  • "What's driving the timeline? (busy season, cash flow issue, growth goal)"
  • "What's your budget range for solving this?"
  • "How do you typically evaluate software investments?"
Qualification
  • "If we can demonstrate ROI within 6 months, would you move forward?"
  • "What would make this a no-brainer yes?"
  • "What would make you walk away?"

Common Objections & Responses

"We're too busy right now."
That's exactly why the pilot exists. Implementation happens around your schedule—we don't disrupt operations. What if we start with a $3K pilot scoped so it takes a few hours of your time total?
"We're not sure we can afford custom software."
Fair question, and the honest answer is that I can't tell you the payback without your numbers. That's what the $3K pilot is for—it proves the math on your actual data before you commit to a full build, and the fee is credited if you go ahead. Would you be open to a 15-minute call to see whether the math works?
"We tried custom software before and it didn't work out."
I hear that a lot. What went wrong? [Listen]. We're different: you own the code, we document everything, and we focus on measurable ROI—not feature bloat. Would it help to see a case study from [their industry]?
"Can't we just use [SaaS tool]?"
Maybe! Off-the-shelf works great for standard workflows. The reason clients choose custom is when their workflow IS their competitive advantage, or when subscription costs exceed custom build costs within 2-3 years. Does [SaaS tool] handle [specific pain point]?
"We need to think about it."
Absolutely. What specific concerns are you thinking through? [Uncover real objection]. Would it help if I sent over a case study and we reconvene in a week?
"We need approval from [stakeholder]."
Makes sense. What information does [stakeholder] need to feel confident? Would it help if I join a brief call with them, or should I send materials you can forward?

Standard Demo Flow (20 min)

Walk prospects through vertical template → case study → pilot option

1. Set Context (2 min)
  • Confirm pain points from Strategy Session
  • State goal: 'Show you what we'd build and how it solves [pain]'
  • Set expectation: 'This is a template—we'd customize it for your workflow'
2. Show Relevant Template (5 min)
  • Navigate to vertical template page (construction/logistics/home-services)
  • Walk through key features that match their pain points
  • Show before/after workflow comparison
  • Highlight expected ROI metrics from similar clients
3. Show Case Study (3 min)
  • Pull up relevant case study
  • Focus on measurable outcomes (time saved, revenue improved, errors reduced)
  • Read client testimonial
  • Emphasize timeline and investment
4. Discuss Customization (5 min)
  • Ask: 'What would you change or add?'
  • Confirm integrations (QuickBooks, Salesforce, etc.)
  • Discuss optional add-ons (AI features, mobile app, etc.)
  • Ballpark timeline and investment range
5. Pilot Option (3 min)
  • If hesitant: 'Let's start with a $3K pilot—ONE workflow, 4 weeks, measurable ROI'
  • Show pilot page and explain what's included
  • Emphasize: pilot cost credited toward full build if they proceed
6. Next Steps (2 min)
  • Ask: 'Does this feel like the right approach?'
  • If yes: 'I'll send a proposal by {date}. Sound good?'
  • If maybe: 'What questions or concerns do you have?'
  • If no: 'What would need to change for this to be a fit?'
  • Book follow-up call before leaving the meeting

Email Templates

cold Outreach
Subject: Saw your [specific trigger] — question about operations

Hi {First Name},

I noticed {specific observation: website, job posting, industry pain point} and had a quick question.

Most {industry} companies we work with spend 15-20 hours/week on manual {workflow}—tracking in spreadsheets, chasing updates, generating reports.

I build custom dashboards that replace that reporting cycle with a live view. Rather than quote you someone else's numbers, the $3K pilot runs the math on your own data first.

Worth a 15-minute call to see if there's a fit?

Best,
David

P.S. Here's a short case study: [link]
follow Up1
Subject: Re: Operations automation

{First Name},

Following up on my note from {date}. 

If manual {workflow} isn't a pain point right now, no worries—just wanted to make sure this landed.

If it is, happy to share a quick case study and explore whether a small pilot makes sense.

Best,
David
follow Up2
Subject: One question before I close the loop

{First Name},

Last note from me—didn't want to be annoying.

Quick question: Is this a "not now" or a "not the right solution"?

Either way, I'll close the loop. But if it's timing, I'm happy to reconnect in {Q2/Q3/6 months}.

Best,
David
post Discovery
Subject: Recap & next steps

{First Name},

Great talking today. Here's what we discussed:

Current pain points:
- {pain point 1}
- {pain point 2}
- {pain point 3}

What we'd build:
- {feature 1}
- {feature 2}
- {feature 3}

Estimated investment: {range}
Timeline: {weeks}
Expected ROI: {metric} within {timeframe}

Next steps:
1. {action item for client}
2. {action item for us}
3. Reconvene on {date}

Related case study: {link}

Let me know if I missed anything!

Best,
David

Quick Reference Links

Construction Template
Business Metrics