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Detailed Sales Process (Step by Step)

This document describes the real sales process at Apertia, from acquiring a lead to contract signature. The process is based on actual data (November 2025) and tools used in AutoCRM.

Process Overview (Mermaid)

sequenceDiagram
    participant C as Client (Web/Email)
    participant S as Sales Rep (Barbora)
    participant CRM as AutoCRM (Leads/Opportunities)
    participant V as VideoRecording (Meeting)
    participant D as Documentation (Contracts)

    C->>CRM: Lead created (Web Form / Email)
    Note over CRM: Source: Web Site / Email

    loop Qualification
        S->>CRM: Lead analysis
        S->>C: Email "Link to meeting"
        C->>S: Meeting confirmation
        S->>CRM: Log Stream (meeting confirmed)
    end

    S->>V: Online meeting (Presentation)
    Note over V: Recording + Transcription
    V-->>S: Meeting summary (AI)

    S->>CRM: Convert to Opportunity
    Note over CRM: Stage: Qualification

    loop Negotiation
        S->>C: Send quote
        S->>D: Prepare contract (Signi / Google Docs)
        C->>S: Contract comments
    end

    S->>CRM: Close deal (Won)

1. Lead Generation

Leads enter the system automatically from two main sources:

  1. Web Site: Forms on the website (e.g., AutoERP request).
  2. Email: Incoming email to base@... or direct outreach.

Example from practice:

  • Lead: "J Dvořáková"
  • Source: Web Site
  • Action: Sales rep (Bára) responds immediately by creating an activity "AutoERP – requirements discovery and system presentation".

2. Qualification and Communication

The sales rep contacts the client to arrange a meeting. All communication is tracked in the Stream entity (notes).

Key activities in this phase

  • EmailSent: Sending the invite ("Link to meeting").
  • CreateRelated: Creating the Call/Meeting record.
  • Relate: Linking to a specific date ("meeting Friday at 11").

Tip: Stream is the interaction timeline. If it is not in the Stream, the system treats the activity as if it did not happen.

3. Sales Meeting (VideoRecording)

The key tool for qualification and selling is an online meeting that is recorded.

Meeting analysis "Sales" (25 Nov 2025):

  • Tools: Video-conferencing system integrated with CRM.
  • Transcription: Calls are automatically transcribed.
  • AI Summary: The system generates a structured note:
    • Introduction and small talk (relationship building)
    • Logistics (resolving meeting conflicts)
    • New opportunities (e.g., mention of "Brain Market" – cold email success)
    • Prep for next client (e.g., AVH – racking systems)

4. Opportunity Management

If the Lead is qualified, it is converted to an Opportunity.

Example Opportunities:

  • Name: "Pulling orders and invoices"
  • Name: "CRM system"
  • Stage: Qualification (default for most new opportunities)
  • Amount: Often starts at 100,000 CZK (estimate)

In this phase we handle:

  • Requirements (e.g., Signi integration, Google Docs)
  • Contract documentation (contract redlines)
  • Closing ("You must catch buying signals")

Tools in Use

  1. AutoCRM Stream: Daily operations and communication history.
  2. VideoRecording: Playback and agreement capture.
  3. Signi: Digital signature for contracts.
  4. Google Docs: Collaboration on documents.

This document is living and should be updated when the sales strategy changes.