# Instfy sales playbook

<p class="lead">How to sell the Instfy way: client profiles, opportunity signals, Discovery questions, sales stages, handoff to Instfy and answers to objections.</p>

This playbook is the partner's field guide. It shows who to look for, what to ask, how to run each stage and how to answer the most common objections honestly. Use it before every first conversation and come back to it whenever an opportunity stalls.

!image[Sales planning at the whiteboard](/assets/img/comercial/sales-playbook.webp)

## Before you start

- Have your partnership agreement signed and know the [commercial policies](#/commercial-policies).
- Register the opportunity before approaching the client.
- Read [How we think](#/how-we-think) and the [Instfy methodology](#/methodology): the way we sell comes from the way we think.

## The Instfy way of selling

**We do not sell services.** The first question is never "which service do you want to buy?". It is **"what do you want to build?"**.

- **Discovery first.** Every relationship starts with the Discovery, the first engagement, with fixed scope and price. The client does not need to know what to buy: figuring that out is part of the work.
- **Understand before proposing.** A sales problem may lie in the product. A marketing problem may lie in the positioning. Do not close the diagnosis in the first meeting.
- **Reality determines the solution.** Instfy products come in when they are the best answer, never as a mandatory bundle.
- **Honesty over the sale.** If Instfy is not the best option for that client, say so. That protects your reputation and ours.

:::note
Practical exception: when the client already knows what they need and the need is clear and specific, such as organizing finances with an ERP or putting an AI agent on the website, you can sell the product directly. See [Offers by product](#/product-offers).
:::

## Ideal client profiles

Use the 13 industries from the [assessments](#/assessments) to recognize the client and adapt the conversation.

| Industry | Opportunity signal | Offerings that usually make sense |
|---|---|---|
| [Company in formation](#/assessments#empresa-em-criacao) | Unvalidated idea, unsure what to do first | Discovery, Strategy, Products & Services |
| [Startup](#/assessments#startup) | Stalled traction, preparing to raise funds or scale | Discovery, Technology, Growth, AI |
| [Small and mid-sized business](#/assessments#pme) | Management in spreadsheets, tight margins, dependence on the owner | ERP Instfy, Discovery, Instfy AI |
| [Family business](#/assessments#empresa-familiar) | Succession, role conflicts, unprofessional management | Discovery, People & Organization |
| [Established company](#/assessments#empresa-consolidada) | Stalled growth, looking for new revenue | Discovery, Strategy, AI, Data |
| [Business group](#/assessments#grupo-empresarial) | Multiple companies without an integrated view | Discovery, Finance, Data |
| [Manufacturing](#/assessments#industria) | Dependence on few channels or clients | Discovery, Sales, Expansion, Carbon |
| [Retail](#/assessments#varejo) | Margin slipping away, customers who do not come back | ERP Instfy (POS and inventory), Marketing, Instfy AI |
| [Services](#/assessments#servicos) | Sells hours, delivery depends on a few people | Discovery, ERP Instfy (projects and hours), AI |
| [Franchise](#/assessments#franquia) | Network without standards, disorganized expansion | Discovery, Operations, Expansion |
| [Personal brand](#/assessments#marca-pessoal) | Audience without a revenue model | Discovery, Brand, Products |
| [Public institution](#/assessments#instituicao-publica) | Slow processes, friction with citizens | Discovery, Technology, Carbon |
| [Multinational](#/assessments#multinacional) | Entering the American or Brazilian market | Discovery, Expansion, US operations |

## Signs of a good opportunity

Instfy makes sense when there is **a meaningful gap between the current reality and what the client wants to build**. Listen for phrases like:

- "The company grew and management did not keep up."
- "I want to enter the United States, but I do not know where to start."
- "We are selling less and we do not know why."
- "Everything depends on me."
- "I want to use artificial intelligence, but I do not know where."
- "Our client is asking for a carbon neutral event."
- "We have scattered data and no reliable numbers."

Warning signs: the client only wants the lowest price for an isolated item, has no accessible decision maker, will not share information or expects guaranteed results without taking part in the process.

## Questions for the first conversation

Choose 5 to 8 questions depending on the client. The goal is to understand, not to sell.

| Area | Questions |
|---|---|
| Ambition | What do you want to build over the next few years? What would a good result look like 12 months from now? |
| Moment | What stage is the company at? What has changed recently? |
| Revenue and sales | How do you sell today? Where do your customers come from? What is holding back growth? |
| Operations | Which processes depend on just a few people? Where is the most time lost? |
| Management and numbers | How do you track revenue, margin and cash? Do you use a system or spreadsheets? |
| Technology and AI | What systems do you use? Where do you imagine AI could help? |
| Brand and marketing | How does the market see the company? What sets you apart? |
| People | Does the team have a clear structure and roles? Is there a succession issue? |
| Expansion | Are you considering new markets, channels or countries? Why that market? |
| Constraints | What are the budget, time and team limits? Who makes the decision? |

:::tip
Write down the answers in the client's own words. They are the best material for the handoff to Instfy and for the Discovery proposal.
:::

## Qualification criteria

Before moving forward, confirm these five points:

| Criterion | Check question |
|---|---|
| Need | Is there a clear gap between reality and ambition? |
| Decision maker | Are you talking to the person who decides or do you have access to them? |
| Timing | Is there urgency or a concrete trigger to act now? |
| Capacity | Is the client able to invest and take part in the process? |
| Fit | Are the client's principles and ambition compatible with Instfy's? |

Opportunities that meet all five criteria should go to Instfy as a priority. With three or fewer, keep nurturing the relationship.

## Sales stages

**Opportunity > Qualification > Discovery > Presentation > Project proposal > Signing > Execution > Evolution**

| Stage | What happens | Partner's role | Instfy's role |
|---|---|---|---|
| Opportunity | Contact identified and registered | Register before approaching | Confirm the registration |
| Qualification | First conversation with the questions above | Lead or join | Support when needed |
| Discovery | Discovery proposal and execution | Present the proposal together with Instfy | Issue the proposal and execute |
| Presentation | Snapshot of the business, problems and paths | Join, when agreed | Present the results |
| Project proposal | Objectives, scope, team, investment and indicators | Support the client's decision | Design and issue the proposal |
| Signing | Signature and kickoff | Follow along | Contract and run the kickoff |
| Execution | Build and activate the solution | Maintain the relationship and, if agreed, work on delivery | Coordinate and deliver |
| Evolution | Measure impact and define the next move | Identify new needs | Measure and propose next cycles |

For products sold directly, the sequence is shorter: **Opportunity > Qualification > Demo > Proposal or plan > Signing > Implementation**.

To organize your pipeline, use the [ERP Instfy CRM](#/crm) with these stages configured in *CRM > System Setup*.

## How to hand off the opportunity to Instfy

<ol class="steps">
<li>Confirm the opportunity is <strong>registered</strong> in your name according to the <a href="#/commercial-policies">commercial policies</a>.</li>
<li>Send to <strong>relationship@instfy.com</strong> (or to the point of contact named in your agreement) a summary with: company, industry, contact and job title, current situation, ambition, urgency signals, constraints and the next step agreed with the client.</li>
<li>For opportunities involving a specific product, copy the product channel, such as <strong>erp@instfy.com</strong>, <strong>ai@instfy.com</strong> or <strong>carbon@instfy.com</strong>. For US operations, use <strong>usa@instfy.com</strong>.</li>
<li>Agree with the Instfy team on who will lead the next meeting and on what date.</li>
<li>Let the client know who will be contacting them. A good introduction greatly increases trust.</li>
</ol>

Email and post-meeting summary templates are in [Tools and materials](#/sales-tools).

## How to answer objections

| Objection | Honest answer |
|---|---|
| "It is too expensive." | The Discovery has a fixed scope and price precisely so the client can decide with confidence, before a larger investment. Ask how much it costs to keep living with the current problem. Pricing and terms are presented by Instfy in the proposal. |
| "I already have a vendor." | Great. The Discovery can be the end of it, and the client can use what was discovered with their own team or with other partners. Instfy does not need to replace anyone to create value. |
| "I do not have time right now." | Understand what is taking up the client's time. Often it is exactly the problem worth solving. If now is not the right moment, agree on a date to pick it back up. |
| "I do not know what I need." | That is the best starting point. Instfy does not ask the client to arrive with the solution: figuring out what needs to happen is the first stage of the work. |
| "AI is just a fad." | Agree that AI without purpose is useless. Instfy's criterion is always "what value does this create?". If AI does not create value in that business, it does not go into the project. |
| "I tried consulting before and it did not work." | Instfy does not just deliver recommendations: it structures and coordinates execution and measures impact with indicators defined from the start. |
| "I prefer a system I already know." | Respect the choice. Show what ERP Instfy brings together in one place and offer the client a chance to get to know the system before deciding. |
| "Will my data be exposed?" | Information is used only for the contracted work and handled confidentially. Requests about personal data go to dpo@instfy.com. |
| "Do you guarantee results?" | We do not promise results that depend on factors outside our control. What we guarantee is method, transparency and measurement: we record the baseline indicators and track progress. |

## Do and don't

| Do | Don't |
|---|---|
| Register the opportunity before approaching the client | Approach a client already registered by another partner |
| Start by asking what the client wants to build | Open the conversation with a list of services |
| Use Instfy Docs pages as your source | Promise features that do not exist or are on the roadmap |
| Route pricing and discounts to Instfy | Quote prices, discounts or timelines without Instfy's approval |
| Say "I will confirm with the team" when you do not know | Make up answers, numbers or other clients' results |
| Ask for authorization before sharing client data | Send personal data or lists without a legal basis and without consent |
| Keep the client informed about next steps | Disappear after the presentation |

:::warn
Never mention clients, results, case numbers or certifications that have not been published by Instfy. When in doubt, request approved material at relationship@instfy.com.
:::

## Frequently asked questions

### Should I always start with the Discovery?

In most cases, yes, because it shows what really needs to happen. When the need is clear and specific, such as adopting an ERP or an AI agent for the website, you can sell the product directly.

### Can I present the proposal on my own?

Proposals are issued by Instfy. You can present them together with the Instfy team, as agreed for each opportunity and as your agreement provides.

### What do I do if the client asks for a price in the first conversation?

Explain that the investment depends on the scope, that the Discovery has a fixed price and that the proposal is sent by Instfy. For ERP Instfy, the public plans can be viewed at erp.instfy.com/pricing.

### How do I know if the opportunity is qualified?

Check the five criteria: need, decision maker, timing, capacity and fit. When all are met, send it to Instfy as a priority.

### Where do I register my opportunities?

Official registration follows the process defined in your agreement and in the commercial policies. To organize your own pipeline, you can use the ERP Instfy CRM.

## Next steps

Dig deeper into the arguments for each offering and grab the message templates.

:::related
product-offers, sales-tools, commercial-policies, assessments
:::