Lindqvarn Retail / BG-Demo – Negotiation
Callcompleted
Lindqvarn Retail · 23 Apr 2025 11:15
Lindqvarn's CFO accepts the value of the £129k deal but says it is above his e-commerce budget. He wants written numbers, a security review finished, and a phased rollout before he signs. Target close is 23 May 2025.
What was said
What this says
As at Fri 9 Oct 2026Lindqvarn's CFO accepts the value of the £129k deal but says it is above his e-commerce budget. He wants written numbers, a security review finished, and a phased rollout before he signs. Target close is 23 May 2025.
What happened: Owen Tallis put the total at £129k, implementation included, and offered to look at the first term only. Mats Eklund said it is above his e-commerce budget but that he accepts the value.
Customer view: Mats will not agree a price change on a call and wants figures in writing first. Karin Sjöberg asked that the price follow the rollout, so Lindqvarn does not pay for the store feedback phase before the stores use it.
Commercial: Owen said any discount applies to the first term, and the second year is at list rate with no implementation fee. Mats signs, after the security review and a check of the numbers.
Watch: Karin asked what happens to the commitment if the survey connector is hard to deliver. Tom Ashdown will have an engineer check it before it goes in the order form.
Themes
As at Fri 9 Oct 2026Theme
Price negotiation and sign-off
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- Tom Ashdown sends the revised order form with the first term separate and the phases visible.
- Tom has an engineer check the survey connector before it is written into the order form.
- Mats Eklund reviews the numbers against plan once the security review answers are back.
Risks
As at Fri 9 Oct 2026- The total is above the CFO's e-commerce budget for the year, and he will not agree a price change on a call.
- Signature depends on the customer's IT security review, which still had open questions.
- A survey connector written into the order form carries a live-within-days commitment that must be deliverable.
Opportunities
As at Fri 9 Oct 2026- The CFO accepts the value, supported by Karin's case and hours saved.
- A phased order form with the first term shown separately and the second year at list gives a clean renewal he can plan against.
Transcript
Tom AshdownMorning all. Give it a second, I think people are still joining. Karin, hello, how's the week treating you?
Karin SjöbergGood morning Tom. Busy, but good. Mats is here, and Annika from accounts payable is joining us today, as we discussed.
Annika LundHello, good morning. I hope it is fine that I listen in. I have a few practical questions about invoicing at the end.- Tom AshdownOf course, glad to have you. And I've brought Owen Tallis, our VP Sales, along. He looks at the commercial side of the bigger deals with me.
Owen TallisMorning, everyone. Good to meet you properly. Tom's told me a lot. Let me start where I always start. Where does the deal stand against the date? I have 23 May 2025 as the expected close.
Mats EklundThat is also my understanding. I have the agenda. Commercial terms, then payment, then next steps.- Owen TallisGood. Then let me be straightforward. The total for the deal is £129,000, implementation included. Mats, I think you had a question about that after the proposal.
- Mats EklundYes. The total is above what I planned in the e-commerce budget. I accept the value. Karin has shown me the case and the hours saved. But the number is high for this year. What can you do?
- Owen TallisUnderstood, and thanks for putting it plainly. I can look at the first term. Only the first term. Discounts here don't carry into later years, and I'd be doing you no favours if you thought they did. Let's not discount twice.
- Mats EklundAnd next year? What is the position then?
- Owen TallisNext year the subscription is at the list rate for the tier, no implementation fee, and the order form will say so in black and white. Nothing hidden, no step you find in the small print.
- Tom AshdownAnd that's the clean renewal you asked about last time, Mats. We'd write it so your team can plan against it.
- Mats EklundGood. But I will say clearly, I do not agree a change in price on a call. Send me the numbers first, in writing. Then I check them against the plan.
- Owen TallisCompletely fair. That's how it should work. Tom will send a revised order form with the first term shown separately. You'll see exactly what has moved and what hasn't.
- Karin SjöbergMay I add something, Owen? I would like us to think about the rollout together with the price, because the store feedback phase comes later. I would not want to pay for something the stores do not yet use.
- Tom AshdownThat's a reasonable point, Karin, and it's in the plan. The implementation is phased, customer service and e-commerce first, then the store feedback once the survey export is checked. I'll make the phases visible in the order form, so it's not just a lump.
- Owen TallisAgreed. Who signs on your side, Mats? I always ask.
- Mats EklundI sign. After the security review is complete and my team has the numbers.
- Owen TallisRight. And where is the security review today? What's the next dated step?
- Karin SjöbergOur IT security colleagues have received the documents. They have a few questions. I expect their answers before the end of next week.
- Tom AshdownAnd we've got an engineer on hand for those questions. I'll make sure they get a quick turnaround, no drama.
- Annika LundMay I ask my questions now? It is about how we will be invoiced. I need to know what to set up on our side.
- Owen TallisPlease, go ahead, Annika.
- Annika LundFirst, in which currency do you invoice? And is it annually, or is it divided?
- Tom AshdownPounds sterling, all customers, including the ones in Europe. The subscription is invoiced annually in advance. If you'd rather pay quarterly, we can do that on request, so it's a conversation to have with Mats. Terms are thirty days from invoice.
- Annika LundThirty days is fine. And the implementation, is it invoiced separately?
- Tom AshdownYes, it's a separate one-off line. I'll confirm in the order form exactly when it's invoiced, I don't want to say it from memory and get it wrong for you.
- Annika LundThank you. That is helpful. Then I will need the legal entity name and the reference you want on the invoice. Who should I send the supplier forms to?
- Owen TallisSend them to Tom and he'll route them to our finance team. Don't set up the supplier record until the order form is signed, though. No point doing it twice.
- Annika LundUnderstood. I can prepare the forms now and complete them when Mats signs.
- Mats EklundAnnika, please also check how the quarterly option fits with our payment calendar. I will decide after I see the numbers.
- Annika LundI will. I will write to you with the dates that work for us.
- Karin SjöbergBefore we finish, I would like to be sure about one thing. If the survey connector turns out to be difficult, what happens to the commitment?
- Owen TallisGood question. Where a connector is promised in the order form, it carries a commitment to be live within an agreed number of days. If we put the survey tool in there, we need to be sure we can deliver it. Tom, that goes through the engineer first.
- Tom AshdownLeave that with me. I'll get it checked this week and only write in what we can stand behind.
- Karin SjöbergThank you. That gives me confidence. Let us think about it together once we see the draft.
- Owen TallisSo to close. Tom sends the revised order form with the first term shown separately, the phases, and the second year at list. Mats reviews against the plan. Security review answers come back from your IT team. And we're still aiming at 23 May 2025. Have I got that right?
- Mats EklundYes. The aim is that date. I will confirm after I have the numbers and the review.
- Tom AshdownBrilliant. I'll get it over to you tomorrow, and we'll get something in the diary for after you've read it. Cheers all.
- Karin SjöbergThank you everyone. Vänliga hälsningar.
- Annika LundThank you. Goodbye.
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