Penvarra Digital / BG-Demo – Negotiation
Callcompleted
Penvarra Digital · 17 Nov 2023 13:30
Penvarra Digital negotiated a Starter deal on 17 Nov 2023. Managing Director Fiona Ingham asked for a quick-signing discount; Owen Tallis offered one if signed by Friday, with an order form to follow that afternoon.
What was said
What this says
As at Fri 9 Oct 2026Penvarra Digital negotiated a Starter deal on 17 Nov 2023. Managing Director Fiona Ingham asked for a quick-signing discount; Owen Tallis offered one if signed by Friday, with an order form to follow that afternoon.
What happened: Tom Ashdown quoted Starter at £26k for the first year, setup and subscription combined. Owen Tallis offered a discount if the order form was signed by Friday.
Customer view: Toby Lister liked the demo and said it would make life easier for the team. Fiona Ingham focused on investment and commitment, and said cash flow matters for a growing agency.
Commercial: Tom said he would send an order form with Owen's numbers that afternoon, signed by Fiona alone. Kickoff was to follow the Monday after signature, with go-live inside the four-week implementation. The transcript gives no discounted figure.
Watch: the call shows a plan, not a signature. Executed paper would settle the contracted price and terms. The discount was offered under time pressure and the first-term discount cap applies.
Themes
As at Fri 9 Oct 2026Who was there
BG-Demo
Them
Follow-up
Next steps
As at Fri 9 Oct 2026- Tom Ashdown sends the order form with Owen Tallis's discounted numbers the same afternoon.
- Owen Tallis chases Fiona Ingham for the signed form on the Friday morning.
- Toby Lister arranges the IT access needed for kickoff.
Risks
As at Fri 9 Oct 2026- Discount conceded under a sign-by-Friday deadline may set a price expectation at the first renewal.
- Cash flow is a stated concern for the customer, so price sensitivity is likely to return.
Opportunities
As at Fri 9 Oct 2026- Close a Starter order form quickly and start the four-week implementation.
- A growing agency may later need more users or connectors than Starter includes.
Transcript
Tom AshdownFiona, Toby, thanks for taking the call. So we've walked through the demo. How are you both feeling?
Toby ListerIt looks solid. I can see how this would make life easier for the team. But Fiona's got questions on the commercial side.
Fiona InghamI want to understand the investment and the commitment.- Tom AshdownFair. So for Starter: which is what Toby was looking at: it's £25,500 for the first year, all-in.
Owen TallisOwen here, VP Sales. That's your setup and your first year subscription combined. Year two onwards, you renew at the subscription rate. Annual contract, thirty-day exit clause.- Fiona InghamIs there flexibility on price?
- Owen TallisThere's some room on first term. What's your thinking?
- Fiona InghamWe're a growing agency. Cash flow is important. Is there a discount if we sign quickly?
- Owen TallisHow quickly?
- Fiona InghamThis week?
- Owen TallisThis week is ambitious but doable. I can move the price a bit if you sign by Friday. Not a huge amount, we're disciplined on discounts, but something meaningful.
- Toby ListerWhat does implementation look like?
- Tom AshdownFour weeks from signature to go-live. We need your IT team for system access. Otherwise we run the heavy lifting.
- Fiona InghamWhen would we go live?
- Tom AshdownIf you sign Friday, we kick off the following Monday. So live by end of the month.
- Fiona InghamThat's tight but doable.
- Owen TallisOK. So if I send you an order form this afternoon with a discount, can you turn it around by Friday?
- Fiona InghamWho needs to sign it?
- Tom AshdownJust you, I reckon. And we'll need Toby's IT contact for the access side.
- Toby ListerThat's me, pretty much. I can get you what you need.
- Tom AshdownBrilliant. So Fiona, I'll send you an order form with Owen's numbers this afternoon. It's straightforward, what you're buying, the price, the dates.
- Owen TallisAnd I'll chase you Friday morning to make sure we've got it.
- Fiona InghamWhat about support once we're live?
- Tom AshdownEmail and chat, four-hour response on critical issues. We check in every six months.
- Toby ListerAnd if we hit issues during implementation?
- Tom AshdownYou reach out to our solutions team. They're supporting you through those four weeks.
- Fiona InghamOK. So order form this afternoon, we sign Friday, you kick off Monday.
- Owen TallisThat's the plan.
- Fiona InghamAlright. Cheers, both.
- Tom AshdownCheers, Fiona. Speak soon.