Fulford Ings Software / BG-Demo – Negotiation
Callcompleted
Fulford Ings Software · 5 Sep 2025 16:45
On 5 Sep 2025 Fulford Ings Software's chief executive and finance manager reviewed the Starter proposal. They were broadly content with the structure, asked about ROI, support response and lock-in, and agreed to review the order form.
What was said
What this says
As at Fri 9 Oct 2026On 5 Sep 2025 Fulford Ings Software's chief executive and finance manager reviewed the Starter proposal. They were broadly content with the structure, asked about ROI, support response and lock-in, and agreed to review the order form.
What happened: On 5 Sep 2025 Sophie Ling and Owen Tallis took William Coultas and Maureen Ellis through the Starter proposal. Year one is the £20k subscription plus £6,000 implementation, and later years are the subscription alone.
Customer view: William asked about the four-business-hour response and about being locked in for the year. His main question was the return, and Owen answered with time saved and usage reviewed at check-ins.
Commercial: Maureen wants to review the contract language but said the structure makes sense. The order form and MSA were to go out that day, and the customer aimed to respond by the end of the following week.
Watch: No success measure was agreed, so the value case rests on the check-ins. The call does not show a signed order form.
Themes
As at Fri 9 Oct 2026Theme
Starter proposal negotiation
Importance
neutral
Sentiment
mixed
Voice
decision-maker
Who was there
BG-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
As at Fri 9 Oct 2026- Sophie Ling sends the order form and MSA on 5 Sep 2025.
- Maureen Ellis reviews the contract language and replies by the end of the following week.
- Owen Tallis handles any contract questions by email.
Risks
As at Fri 9 Oct 2026- The ROI case is undefined, so William's main question rests on usage reviews at check-ins.
- The four-business-hour Starter response worried William, and faster support would be a paid add-on.
- Check-ins were described as quarterly, which is more than the Starter tier's six-monthly check-in; confirm against the order form.
Opportunities
As at Fri 9 Oct 2026- Premium support was raised as an option for faster response.
- Extra users and connectors can be quoted separately as the team grows.
Transcript
Owen TallisHi William, Maureen, can you both hear me? Owen here, VP Sales.
William CoultasYes, I can hear you.
Maureen EllisMe too.- Owen TallisGreat. Sophie you know. I oversee our pricing and deal structure, so I'm here to make sure everything lands right for you commercially.
- Maureen EllisThanks for joining. Sophie sent over a proposal. Let me ask, what's included in the twenty-five thousand five hundred you're quoting?
Sophie LingThat's the annual subscription, nineteen thousand five hundred, plus implementation, six thousand. All-in for year one, twenty-five thousand five hundred.- Maureen EllisAnd year two onwards?
- Sophie LingJust the subscription. Nineteen thousand five hundred. Implementation doesn't repeat.
- Owen TallisSo your first year cost is higher because of implementation, but then it normalizes to the subscription. We can discuss add-ons, extra users, extra connectors, but those are separately quoted.
- Maureen EllisPayment terms?
- Owen TallisAnnual in advance. You'd pay the full twenty-five thousand five hundred upfront, then at renewal you'd pay nineteen thousand five hundred for that year.
- Maureen EllisCurrency?
- Owen TallisGBP, all invoiced in GBP.
- Maureen EllisRight. And the contract, what are we signing?
- Owen TallisStandard MSA plus an order form. We'll send the template. Nothing unusual, but if you want legal to review it, that's fine.
- William CoultasWhat about support? And what happens if this doesn't work for us?
- Sophie LingWith Starter you get standard support, four-business-hour response time if you hit an issue. And quarterly check-ins with our customer success team to review how it's going, what's working, where you're seeing value.
- William CoultasFour business hours, so if something breaks at three in the afternoon, we might not hear back until the next morning?
- Owen TallisPotentially. There is premium support if you need faster response times, but most Starter customers don't need it.
- William CoultasOK. And the commitment, annual, you said. What if after a few months we decide it's not working?
- Owen TallisYou're locked in for the year. That's standard, we need the commitment to justify the implementation cost. But we're checking in quarterly, so if there's an issue, we'd know early.
- William CoultasAnd at the end of the year?
- Owen TallisAt renewal, it's your choice. We'll send a 30-day notice, and if you don't want to continue, that's fine. No questions.
- Maureen EllisImplementation, you said four weeks. What's that actually include?
- Sophie LingOur implementation consultant, Laura, would work with you to set up the four connectors. Your IT person provides API credentials. We validate the data, make sure it's flowing correctly, and we do training with your team.
- Maureen EllisIs any of that on-site?
- Sophie LingNo, all remote. Video calls and Slack.
- Maureen EllisGood. William, does that work for you?
- William CoultasI think so. My main question is, what's the ROI? Eleanor's convinced this solves a problem, but what's the actual business case?
- Owen TallisThe main return is time. Your team's currently reconciling ticket data with CRM data manually. That's hours per week. The brain automates that, so you either save time or do more analysis with the same time. In the quarterly check-ins we'd look at actual usage, how many questions your team is asking, and we'd work with you to define success.
- William CoultasFair enough. Maureen, are you happy with the commercial side?
- Maureen EllisI think so. I'd want to review the contract language, but the structure makes sense.
- Owen TallisGood. So what's the next dated step? If you're happy in principle, we can send over the order form and MSA. You review, and once signed, we kick off implementation.
- William CoultasIf we signed next week, could you start the week after?
- Owen TallisWe typically start about a week after signature, so yes.
- William CoultasOK. Send over the docs and we'll get back to you.
- Sophie LingWill do, today.
- Owen TallisMaureen, if you hit any questions while you're reviewing, just email me. Let's not discount twice, let's keep this moving. I'll sort any issues. What's your end date to get back to us?
- Maureen EllisWe can probably do end of next week.
- Owen TallisPerfect. Once we have a signed order form, we'll kick off implementation. Thanks, William. Speak soon.
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