Lindqvarn Retail / BG-Demo – Negotiation
Callcompleted
Lindqvarn Retail · 30 Jan 2026 15:15
Negotiation on 30 Jan 2026 for an Enterprise expansion for regional store teams. The CFO wants the value case and a written price before he answers. Target close is 9 Feb 2026, not yet confirmed by him.
What was said
What this says
As at Fri 9 Oct 2026Negotiation on 30 Jan 2026 for an Enterprise expansion for regional store teams. The CFO wants the value case and a written price before he answers. Target close is 9 Feb 2026, not yet confirmed by him.
What happened: Tom Ashdown and Owen Tallis negotiated an expansion on top of the Enterprise contract, which runs to 31 May 2026. Karin Sjöberg wants regional store teams added, with a couple of extra connectors later.
Customer view: Mats Eklund, the CFO, asked what the return is and whether the time saved is real. He will not agree a price on a call and wants the document first.
Commercial: Owen proposed a separate order form that co-terminates, priced pro rata, with no second discount. Annika Lund needs the order form reference before she can raise a purchase order.
Watch: Mats asked about headroom in the licensed seats and wants no surprise at renewal. The evidence does not show whether the expansion closed.
Themes
As at Fri 9 Oct 2026Theme
Expansion pricing and value
Importance
upsell
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 draft order form for the expansion on Monday, aiming to close on 9 Feb 2026.
- Karin Sjöberg sends Mats Eklund the value note on Monday.
- Tom confirms in writing the order form reference and invoice mechanics for Annika Lund.
Risks
As at Fri 9 Oct 2026- The CFO questions whether the time saved is real and wants the numbers before he answers.
- Licensed seats exceed current use, so the CFO may read the expansion as paying for unused users.
- He wants no surprise at renewal and the renewal price was not given on the call.
Opportunities
As at Fri 9 Oct 2026- Regional store teams want the same view, which adds users on the Enterprise subscription.
- A couple of extra connectors are likely later, for the store feedback tool and one more source.
Transcript
Tom AshdownHello, hello. Can everyone hear me alright? I've got a bit of an echo on my side.
Karin SjöbergYes, we can hear you well. Good afternoon, Tom. How is everyone today?- Tom AshdownNot bad at all, Karin, it's Friday so I'm not complaining. How's your week been? Stores keeping you busy?
- Karin SjöbergBusy, yes. The January sales are over, so now the store managers have many questions about what customers said. Which is good for us, I think.
- Tom AshdownHa, that's the best kind of busy. Right, I've got Owen with me, our VP Sales. Owen, you're on mute. There you go.
Owen TallisSorry, thanks. Afternoon all. Good to meet you properly, Mats, Annika. Tom's told me a lot about the account.
Mats EklundGood afternoon. I have the agenda that Tom sent. Expansion scope, commercial terms, then the order form process. Is that still correct?- Tom AshdownThat's it exactly, Mats. No drama, we'll go in that order. Owen, shall I set the scene, and you tell me where I've got it wrong?
- Owen TallisGo on. Where does the deal stand against the date, that's what I'd like us to leave with. Everything else I'm happy to be flexible on.
- Tom AshdownSo, Lindqvarn went live on Enterprise back in June last year, one hundred and fifty users, ninety-nine thousand a year. That's the contracted figure and it's what's been invoiced, so there's nothing odd there. The contract runs to 31 May 2026. And what we've been talking about since the autumn is an expansion on top of that, bringing more of the e-commerce and store teams in.
- Karin SjöbergYes. Let us anchor this in what we actually want. The first year, we joined customer service, e-commerce and store feedback. Now the store managers ask if they can have the same view for their own region. We should not leave them out.
- Mats EklundWhat is the return? I have read Karin's note. I would like to understand it in terms of the store-investment plan.
- Karin SjöbergOf course. So, the clearest thing is that before, three people spent days putting reports together every month. Now they ask the brain. The stores see complaints and praise in one place, by segment.
- Mats EklundDays of whose time? And is that time saved, or time spent on something else now?
- Karin SjöbergHmm. Partly saved. Partly spent on better questions, I would say. I can write this more precisely for you, Mats.
- Mats EklundPlease. Send me the numbers first. Then I can compare with the e-commerce budget.
- Owen TallisThat's fair. Can I ask, so I know what we're pricing, what's the shape of the expansion? More users, more connectors, or both?
- Karin SjöbergMore users first, the regional store teams. And probably a couple of extra connectors later, for the store feedback tool and one more source. But the first part is people.
- Tom AshdownAnd just so we're clear on where you are today, Karin, you've got the hundred and fifty seats and I think there's headroom in there. Marcus has the usage numbers, he looks after your account day to day, so I'll get him to send you the picture rather than quote it from memory.
- Mats EklundHeadroom. This means we pay for users who do not use it?
- Owen TallisIt means you're licensed for more than you use today, yes. I won't dress that up. Which is why I'd rather we sized the expansion on the teams you actually plan to onboard, not on a round number.
- Mats EklundGood. I prefer that.
Annika LundSorry, may I ask something from my side? When the expansion is added, is it a new invoice or does the existing one change?- Tom AshdownGood question, Annika. It would be a separate order form under your existing agreement, so a separate invoice for the expansion, and your current one carries on as it is. I'll confirm the exact mechanics in writing so you're not relying on me waffling.
- Annika LundYes, please. We need the order form reference before we can raise the purchase order. Otherwise the invoice waits in our system.
- Tom AshdownUnderstood. Leave that with me. We'll get you the order form first and the invoice follows on the usual thirty-day terms.
- Annika LundThirty days from invoice date, that is fine. Is it paid in advance for the whole year?
- Owen TallisAnnual in advance is the standard. Quarterly is possible if you ask for it, but I'd want that written into the order form, not agreed on a call.
- Mats EklundAnd the expansion. Does it end with the main contract, or does it have its own date?
- Owen TallisGood one. My preference is it co-terminates, so it ends on 31 May 2026 with everything else and you have one renewal conversation, not two. Tom, that's how you'd see it?
- Tom AshdownAye, that's the tidy way. One renewal date, 1 Jun 2026 the new term starts. Means Karin and Mats look at the whole picture once.
- Mats EklundThen the expansion is for a part of a year only. So the price would be pro rata?
- Owen TallisPro rata to the end of the term, yes. I'll have Tom put the exact figure on paper. I'd rather not say a number to you on a call and have it differ by the time it's written down.
- Mats EklundGood. I do not agree a price on a call. I will look at the document, compare it with the plan, and then I will answer.
- Karin SjöbergMats, if I may, perhaps we also ask whether there is some consideration for being an early customer. Let us think about it together before we ask.
- Owen TallisI'll be straight with you, Karin. Any discount belongs to the first term and the expansion sits within that, so there's a little room, but I won't discount twice. I'd rather you hear that now than at renewal.
- Karin SjöbergYes, that is clear. Thank you. It is good to know.
- Mats EklundAnd next year? When the renewal comes, what happens to the cost?
- Owen TallisFair to ask. Your renewal is handled by Marcus and Tom together, and the terms come from the list that applies at that point. I'd prefer Marcus gave you the proper renewal picture in good time, rather than me guessing today.
- Mats EklundThen I will ask Marcus. I want no surprise.
- Tom AshdownFair enough, and he'll be glad you did. Right then, next steps. I'll send the draft order form for the expansion, Annika gets the reference, Karin sends Mats the value note, and we aim to close for 9 Feb 2026. Does that date work, Mats?
- Mats EklundIt is possible. If I have the numbers early next week. I will not promise before I see the document.
- Owen TallisWhat's the next dated step, then? Draft with you by Tuesday, Mats?
- Tom AshdownTuesday works. I'll get it over on Monday to be safe.
- Karin SjöbergAnd I will send the note on Monday also. Thank you all, this was useful. Have a good weekend.
- Annika LundThank you. Goodbye.
- Mats EklundThank you. Goodbye.
- Tom AshdownCheers all, have a good one. Speak soon.
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