Sales Playbook

Your complete guide to positioning, qualifying, and closing Clover ERA deals

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Ideal Client Profile

Company size: Mid-market organisations with 50-500 employees — large enough to have real retention challenges, small enough that losing one key person is felt across the business.

Industries: Professional services, manufacturing, financial services, technology, and healthcare — sectors where your HR consulting clients typically operate.

Signals they're ready:

  • Turnover above 15% annually (or rising)
  • Recently lost a critical hire within 12 months
  • Running annual surveys but struggling to act on results
  • Managers complaining about "people problems" without data
  • HR team stretched thin and reactive rather than strategic

As an HR consultant, you already know which of your clients are experiencing these pain points. Clover ERA gives you a technology-enabled solution to address them — and a recurring revenue stream for doing so.

Buyer Personas

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CEO / CFO

Cares about: Cost containment, ROI, risk mitigation, and competitive advantage.

Language: Numbers, business impact, bottom-line outcomes.

Key concern: "Is this another HR cost or does it actually save money?"

Door-opener: "Your turnover costs 4x what you think. We can prove it with your own numbers in 15 minutes."

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CHRO / HR Director

Cares about: People strategy, better tools, team credibility with the board, and data-driven decisions.

Language: Engagement, culture, retention metrics, employee experience.

Key concern: "Will this make my team more strategic or just add another dashboard?"

Door-opener: "From sentiment surveys to retention intelligence — what if your HR team could predict resignations 60 days before they happen?"

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Manager / Team Lead

Cares about: Time, simplicity, keeping their best people, and not being blindsided by resignations.

Language: Practical, actionable, low-effort, immediate value.

Key concern: "I barely have time for my current workload — don't add another thing."

Door-opener: "5 minutes a day to prevent your best people from leaving — that's less time than writing a job ad for their replacement."

Discovery Call Structure

A structured 30-minute conversation to qualify prospects and build urgency.

1. Opening & Context (3 min) +

Thank them for their time. Share a brief context: "We work with HR consulting firms and their clients to solve the retention problem using neuroscience — not more surveys." Ask what prompted them to take the call. Listen carefully for pain signals.

2. Pain Discovery (8 min) +

Key questions:

  • "What does turnover look like across your organisation right now?"
  • "When was the last time you lost someone you didn't expect to lose?"
  • "How do you currently measure how your people are feeling?"
  • "What happens between the annual survey results and the next survey?"
  • "If a manager had a team member at risk of leaving today, how would they know?"
3. Impact Quantification (5 min) +

Use the ROI calculator to build their specific business case in real time. Input their employee count, average salary, and current turnover rate. Show them the 4x hidden cost multiplier. Key line: "So your real annual cost of turnover is closer to [amount] — and most of that is invisible on your P&L."

4. Solution Mapping (8 min) +

Walk through the CLOVER framework briefly — connect each dimension to a pain point they mentioned. Show the daily rhythm: "Your employees spend 15 seconds a day, your managers get a 5-minute dashboard, and you get real-time intelligence instead of annual guesswork." Demonstrate how it maps to their specific situation.

5. Pilot Proposal & Close (6 min) +

Propose a 90-day pilot with 2-3 teams. Frame it as low-risk: "We start with your most critical teams, measure baseline, and within 2 weeks you'll have retention intelligence you've never had before. No IT integration, operational in 1 week." End with a clear next step: "Can we schedule a 45-minute session next week to plan the pilot with your HR team?"

Door-Opener Strategy

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The Turnover Intelligence Report

Offer prospects a free, no-obligation Turnover Intelligence Report. This 15-minute exercise uses their basic data (headcount, average salary, turnover rate) to produce a custom analysis showing:

True Cost of Turnover — The 4x multiplier applied to their specific numbers, broken down by direct costs, productivity loss, knowledge drain, and team morale impact.

Clover ERA ROI Projection — What preventing just 2-3 departures would save them annually, compared to the investment in Clover ERA for their team count.

Why it works: Most leaders dramatically underestimate their turnover costs. The report creates a "moment of truth" that builds urgency without any hard sell. As an HR consultant, you can position this as part of your advisory value.

Qualification Guide

When to recommend each partner model.

Referral Partner (10%)

10% Lifetime Commission

Best when:

  • The client has an internal HR team that will manage Clover ERA
  • You want to earn commission without ongoing management
  • The client prefers to work directly with Clover ERA for onboarding
  • You're introducing Clover ERA to clients outside your active retainer

Managed Partner (25%)

25% Lifetime Commission

Best when:

  • You're already on retainer with the client for HR consulting
  • You want to own the relationship and deliver monthly reviews
  • The client's HR team is small and needs external support
  • You see Clover ERA as a core part of your service offering

Pipeline Stages

1
Intro

Share Turnover Intelligence Report offer or Executive Brief

2
Discovery

30-min discovery call using the structure above

3
Demo

Live platform walkthrough with ROI calculator

4
Pilot

90-day pilot with 2-3 teams, measure and prove

5
Close

Full rollout based on pilot results and ROI proof