Pragma β Sales Talk Track & Demo Guide
Internal document for Pragma sales and partner sales. Not for distribution to customers.
1. Elevator Pitch (30 seconds)β
"Pragma is the CRM for EU B2B teams with a complex channel mix. Teams, WhatsApp, WeCom and Email land in one shared inbox β with AI scoring, pipeline and follow-up automation. No other CRM does that. And for teams with China business, we're the only one with native WeCom integration. Setup takes under 3 minutes. Self-hosted for EUR 49 one-time or EU cloud from EUR 99/month."
When to use: Cold outreach, trade shows, LinkedIn pitch, first 30 seconds of a demo call.
2. Discovery Questionsβ
Ask these before sharing your screen:
| # | Question | Goal |
|---|---|---|
| 1 | "Which channels does your sales team use to communicate with customers today?" | Surface the channel mix (Teams, WhatsApp, Email, WeCom) |
| 2 | "How many tools are your reps switching between for customer communication?" | Expose tool chaos = pain |
| 3 | "How do your reps currently decide which lead to call today?" | Set up the AI score USP |
| 4 | "Do you have data privacy or compliance requirements for customer data?" | Open the self-hosted / GDPR angle |
| 5 | "What did your last CRM not do well?" | Identify competitor weaknesses |
| 6 | (only if relevant) "Do you have customers or contacts in China?" | Set up the WeCom USP |
3. Demo Flow (20 Minutes)β
Step 1 β Dashboard & Hero KPIs (2 min.)β
- Show the dashboard with live KPIs: leads this week, hot leads, avg AI score
- Emphasise: "This is what the sales manager sees every morning β in 10 seconds they know how the team is doing."
- Show the week-on-week trend arrows (β²βΌ) on the hero blocks
Step 2 β Lead Pipeline & AI Score (5 min.)β
- Open the lead list, filter on "High Score" (β₯ 80)
- Click a lead, show the AI score + "?" tooltip
- Walk through the 5 factors: Pipeline stage, channel activity, contact recency, company fit, follow-up compliance
- Key message: "Reps no longer spend time deciding who to call. The score does that."
Step 3 β Multi-Channel Inbox (5 min.)β
- Open the inbox, show messages from different channels (Teams, WhatsApp, Email)
- Show that all channels are consolidated in one view
- Key message: "No more tab-switching. Teams message, WhatsApp, Email β all here."
- (If prospect has China contacts): Show WeCom channel + auto-translation
- WeCom differentiator: "No other CRM does this. HubSpot and Salesforce have zero native WeCom integration."
Step 4 β Rep Leaderboard & Team View (3 min.)β
- Show the leaderboard widget on the dashboard
- Key message: "No more rep chaos when someone leaves. All contacts stay in the system, ownership is transferable in one click."
Step 5 β Self-hosted / GDPR (2 min.)β
- Show the
/trustpage or explain self-hosting briefly - Key message: "You can run Pragma on your own server for EUR 49 one-time. Your customer data never leaves your data centre."
Step 6 β Next Steps (3 min.)β
- Start a trial (7 days, no credit card)
- Show
/planspage with pricing - Call-to-action: "Want me to walk you through the setup now? It takes 2 minutes."
4. Objection Handlingβ
"We already have HubSpot / Salesforce"β
"HubSpot and Salesforce are great general-purpose CRMs. But they force your reps to switch between multiple apps β Teams here, WhatsApp there, Email somewhere else. Pragma consolidates all channels into one inbox with AI prioritisation. Many of our customers use Pragma alongside HubSpot as a channel layer and sync back via our API."
"Why not Zoho or Pipedrive?"β
"Zoho and Pipedrive are cheaper, but they have no real multi-channel inbox and no AI lead scoring from real signals. Pragma is specialised β not the cheapest for everything, but the best for EU B2B teams with a complex channel mix."
"The price is too high"β
"At EUR 99/month (Starter, 3 users) you get the only multi-channel inbox with AI scoring. If a rep closes even one deal faster thanks to better prioritisation, Pragma has paid for itself for the year. Alternatively: self-hosted for EUR 49 one-time β zero ongoing cost."
"We have data privacy concerns"β
"We understand completely. Pragma runs either on your own servers (self-hosted, EUR 49 one-time) or in our EU cloud (Frankfurt), certified under GDPR. No US cloud, no third-country transfer. That's something HubSpot and Salesforce cannot offer in this form."
"How does it scale with our team?"β
"Pragma has no seat limits on most plans. The rep leaderboard and team view give managers instant visibility into each rep's performance. Lead ownership is transferable in one click β no data loss when employees change."
"We need to get internal approval first"β
"Of course. I'll send you our trust page with all certifications and a link to the 7-day trial. No credit card, no risk. What information do you need for the approval process?"
5. Competitive Positioning β Quick Referenceβ
| Feature | Pragma | HubSpot | Salesforce | Pipedrive |
|---|---|---|---|---|
| Multi-Channel Inbox (Teams+WA+WeCom+Mail) | Yes | No | No | No |
| WeCom integration | Native | No | No | No |
| AI lead scoring | Yes (signals) | Partial | Partial | No |
| Self-hosted option | Yes (EUR 49) | No | No | No |
| EU/GDPR hosting | Yes | Partial | Partial | Yes |
| Setup time | ~2h | ~20β80h | ~80h+ | ~8h |
| Price (3 users/month) | from EUR 99 | ~EUR 300 | ~EUR 600 | ~EUR 120 |
6. AI Score Explanation (for technical questions)β
The AI score (0β100) is derived from:
- Pipeline stage (30%) β Contacts in later stages receive higher scores
- Channel activity (25%) β Frequency and recency of recent messages (all channels)
- Contact recency (20%) β How recently was the last interaction?
- Company fit (15%) β Company size, industry, geographic relevance
- Follow-up compliance (10%) β Has the rep followed up consistently?
For the "how validated?" objection: Pragma's score is configurable and can be calibrated against the customer's historical conversion data. This is an onboarding service we offer.
7. Pre-Demo Checklistβ
- Demo workspace loaded with sample leads
- Inbox populated with test messages across multiple channels
- Browser zoom at 100%, dark background disabled
- Plans page (
/plans) open in a tab - Trust page (
/trust) open in a tab - (optional) WeCom test messages ready for prospects with China business
8. Qualification Questions (BANT)β
| Criterion | Questions |
|---|---|
| Budget | "Do you have a CRM budget for next quarter?" / "What are you currently spending on CRM tools?" |
| Authority | "Who makes software decisions at your company?" / "Is IT involved?" |
| Need | "How many channels does your team use?" / "How many leads fall through the cracks because they get lost in one tool?" |
| Timeline | "When do you want to go live?" / "Do you have a project deadline?" |