Trigger: a qualified prospect for BizOS (inbound, agency cross-sell, or targeted outbound). Owner: Jonny Allum. Policy anchor: POL-12, POL-03 §3. The worked example is docs/clients/southernbrook/.
1. Qualify (before building anything)
A prospect earns a tailored demo when they have: multiple sites/staff or a real compliance load, a named decision-maker, and pain the module map actually answers. Everyone else gets the self-serve trial link — the product's own onboarding is the demo (SOP-01 A).
2. The tailored-demo pattern (Southernbrook method)
- Research the business from public sources: branches, headcount, legal entities (Companies House), regulatory surface (gas/EICR/fire/ legionella/EPC for property; CQC for care; etc.).
- Write the client pack under
docs/clients/<name>/: business map, needs → module mapping table, why-they-fit, go-live steps, demo script. Public information only — no scraped personal data. - Provision the demo tenant (
bizos-provision→ JSON + idempotent SQL; register as a demo tenant; seed route with plausible fictional sample data). Their branding on it — the demo should feel like *their* system, not a template. - Walk them through their own operation in the product (WALKTHROUGH script adapted): their branches, their compliance calendar, their pipeline. Show JonnyAI answering questions about the seeded data. Show the confirm-step on an AI action — governance *is* a selling point to a multi-entity buyer.
- Leave the demo login live for a defined window (2 weeks default).
3. Pilot terms
Time-boxed (30–60 days), success criteria written down with the client ("week one must prove…"), real data only after the DPA is signed (SOP-01 B), a named price for what happens after — a pilot without a price attached is a free build.
4. Follow-up discipline
One follow-up per stage: after demo (next day), mid-window, at window end. Then a "closing the file" note that leaves the door open. Log every touch in the CRM. No answer after the third touch = closed-lost with a reason code; re-approach in 6 months, not 6 days.
5. Outbound
Cold approach only per POL-12 §1.4: named person, corporate address, specific and honest ("your 9 branches, 4 entities and the compliance load across 75 managed properties — this is what that looks like in one dashboard"), stops on first no.