TitanStudio · internal · do not forward
You are not selling software. You are selling a wholesaler his evening back, and the difference between those two sentences is the whole job.
Section 1
You have sold before, so the hard part is already behind you. What is new is the product. Read this section once and the rest of the document will make sense.
A wholesaler runs his business on a set of habits. A customer rings at nine at night and reads out an order. Someone writes it on a pad. In the morning someone types that pad into a spreadsheet, works out what to buy at the market, drives and buys it, splits it between customers, loads the vans, decides who goes where, and that evening types the same order again into an invoice. Then on Friday someone goes through the bank statement working out who has not paid.
Software is a system that does those steps instead of the people. The order that comes in at nine at night becomes the buy list, the pick list, the van route and the invoice without anybody typing it a second time.
Ignore everything you have read about AI. In this product it means exactly one thing: the system can read a message a human wrote and understand what was ordered.
A customer sends a WhatsApp voice note saying "morning mate, usual please but double the toms and skip the spinach". A person has to listen to that, know what "the usual" is for that customer, know "toms" means tomatoes, and write it down. That is the bit AI does. It turns the message into order lines. That is all. It is not a robot and it does not make decisions on its own.
Everything we sell is the same idea: the information a wholesaler already has, typed in once instead of five times, and moved from step to step automatically. If you understand that, you can sell this.
These are not technology buyers. Most of the people you ring left school and went into the trade. They are not going to interrogate you about the architecture. They will ask you three things: does it actually work, who else uses it, and how much. Sections 4, 6 and 8 tell you exactly how to answer all three.
Section 2
Two things, and they are sold together. Do not lead with the second one.
An operations system built specifically for food wholesalers. It takes an order in at one end and carries it through to a paid invoice at the other, and each step feeds the next without anyone re-typing.
| Step of their day | What Market Run does with it |
|---|---|
| Orders arrive by phone, WhatsApp, email or a rep | Turns the message into order lines, including voice notes and a photo of a handwritten list |
| Cut-off time | Builds the buy list for the market from everything ordered |
| Buying | Raises purchase orders against the traders they actually buy from |
| Picking | Produces the pick lists and records what was actually picked |
| Loading and delivery | Plans the round, assigns drivers and vans, tracks the run |
| Delivery | Captures proof of delivery on the driver's phone |
| Invoicing | Invoices on the weight actually delivered, not the weight ordered |
| Getting paid | Shows what is owed and what has gone past terms, every morning |
This is the real differentiator and it is the thing our competitors cannot match. Every wholesaler works differently. One prices by customer band, one does deals on the phone, one runs sale-or-return with three cafes and nobody else. The big systems tell them to change how they work. We change the system to match how they already work.
"It is yours to shape around your contracts, your warehouse and your process, rather than the other way round."
That includes building things that do not exist yet. If a customer says "the only thing I really need is X", the answer is not "we do not do that". The answer is "tell me exactly how you do it now, and I will get that in front of Pramit today". We build custom AI agents and automation for exactly this reason.
Section 3
Know this and you will sound like someone who has been in a warehouse. Get it wrong and they will know within ten seconds.
| Time | What is happening | Where it hurts |
|---|---|---|
| 17:00-23:00 | Orders come in from restaurants closing up. Phone, WhatsApp, text, email, all at once | Someone is on the phone all evening writing on a pad |
| 21:00-24:00 | Cut-off. Orders totted up into a buy list | Done by hand, late, tired. This is where the mistakes are made |
| 01:00-05:00 | The market run itself. New Covent Garden, Smithfield, Billingsgate | Buying against a list that may already be wrong |
| 04:00-07:00 | Back to the yard. Split the load, pick each customer's order | Picking against paper. Substitutions not recorded |
| 05:00-11:00 | Vans out. Deliveries across town | Routes decided by whoever has been there longest |
| 10:00-16:00 | Invoicing. Typing the same orders in a second time | Invoiced on ordered weight, not delivered weight, so credit notes follow |
| Fridays | Chasing money | Nobody is quite sure who owes what |
"Who builds your buy list, and what time of night are they doing it?"
Every wholesaler has a person who does this. Usually the owner. Usually at eleven at night. The moment he tells you, he has told you his problem and you have not had to pitch anything.
Section 4
Read this twice. Overpromising on a first call is the one mistake that cannot be recovered from, because they will find out on the demo.
These parts are built and tested but have not yet run a live day with a real van and a real driver. Say "built, and going live with our first customer now", never "in use every day".
That last sentence is not a hedge. For this buyer it is the strongest thing you can say, because the reason they have not bought one of the big systems is that those systems will not bend for them.
Do not name the reference client on a first call. Say "a London fruit and veg wholesaler supplying over 250 restaurants". If they want to speak to them, that is a brilliant sign. Take it to Pramit, do not offer it yourself.
Section 5
You get a spreadsheet. Every row was researched before it reached you. Here is what each column is for.
| Column | What it is | How you use it |
|---|---|---|
| company | Registered name at Companies House | Never read this out. Use their trading name from the website |
| phone | The number published on their own site | What you dial |
| supplies | What they actually sell, from their filed trade codes | Say it back to them in the opener. "You are fruit and veg, is that right?" |
| size | Size band from their filed accounts | "Small, RKB band" is the sweet spot. That is a real business the owner still runs himself |
| years_trading | Years since incorporation | Long-established means habits are deep. Use it as respect, not as a weapon |
| manual_signs | Evidence from their own website that they work by hand | The reason this row is on your sheet. Read it before you dial |
| has_system | Whether they already have online ordering | If this is filled in, they are a harder call. Lead on custom work, not on ordering |
| customers | A customer count they publish themselves | Gold. "You say you supply 300 restaurants, is that still about right?" |
| why_call | The one-line summary of all of the above | Read this in the four seconds while it rings |
| status | Whether we have emailed them before | If emailed, see the script in section 6 |
A row that says takes orders on WhatsApp or orders by phone, with has_system: none found, and a size band of small, RKB band. That is a wholesaler doing exactly what our reference client was doing before we built this. Call those first.
Not early morning. They are at the market or on a van. Not late afternoon, they are taking orders. Best window is 10:00 to 14:00, when the vans are back and before the evening orders start.
The owner, or whoever is called the general manager or operations manager. If a receptionist asks who is calling, the answer is not "sales". See section 6.
Section 6
Do not read this out word for word. Learn the shape of it, then talk like yourself. The goal of call one is a twenty-minute screen share, nothing else.
Never say "I am calling from a software company", never say "sales", never say "marketing". You will be blocked on all three. You are calling about their orders, which is true.
You have named the trade, named a real customer at a real scale, been honest that you are ringing round, given him an exit, and then asked about the one job in his week he hates. Nine times out of ten he will answer, and the answer is your entire pitch.
Give two options, never "when suits". Book it there and then. Send the calendar invite while you are still on the phone and say so out loud, so he knows it is real.
Never say "you did not reply to my email". It puts them on the back foot and it makes the call about you rather than about them.
Section 7
The answer is never a defence. It is a question that gets him talking again.
You never quote a price. Not a range, not a "from", not a "probably around". Pramit prices every deal after the demo. If you are pushed three times, say "I genuinely am not the person who prices it, and I would rather not guess at your money."
This is a polite no. Do not accept it flat.
Then send it, and ring back in four working days. Half of these become demos.
Answer exactly as section 4 says. A London fruit and veg wholesaler supplying over 250 restaurants, who moved to us off one of the big named platforms. Do not name them.
Section 8
Everything else in this document is guidance. This section is not.
Say: "That is a good question and I would rather get you the right answer than a guess. Let me check with the person who built it and come back to you today." Then actually come back the same day. This wins more deals than knowing the answer would have.
Section 9
| Outcome | What you do | When |
|---|---|---|
| Demo booked | Calendar invite immediately. Confirm by text the morning of | Same minute |
| "Send information" | Send the one-pager, then ring back | Ring back in 4 working days |
| Interested, no date | Ring back. Do not email instead, it is weaker | 3 working days |
| Gatekeeper blocked you | Try again at a different hour, then try the mobile if the sheet has one | Next day, different time |
| No answer | Try twice more at different times of day, then park it | Day 2 and day 5 |
| Flat no | Ask one question: "is it the timing or the idea?" Log the answer | Log same day |
The reason a wholesaler says no is the most valuable thing you collect all week. If ten people say the same thing, we change the product or the pitch. Write down their words, not your summary of them.
Pramit runs it. You stay on the call. Your job on the demo is to have briefed him beforehand on exactly what the wholesaler told you: how orders come in, who types them, how they invoice, how many drops. He builds the demo around those answers. That briefing is why your notes matter.
Commission structure and targets are set separately by Pramit and are not in this document. Ask him directly and get it in writing before you start.
Section 10
Every word you might hear on a call or from us, in plain English.
| Word | What it actually means |
|---|---|
| Buy list | The shopping list for the market, worked out from everything customers ordered |
| Cut-off | The time after which tonight's order goes on tomorrow's van instead |
| Catch weight | Goods sold by weight that varies. You order a box of beef, what arrives is 4.7kg not 5kg. Invoicing on the 4.7 is the honest way and most systems cannot do it |
| Pick list | The sheet telling the warehouse what to put in each customer's order |
| Round / route | The sequence of drops one van does in one morning |
| POD | Proof of delivery. A signature or photo showing it arrived |
| Terms | How long a customer has to pay. "30 days" means the invoice is not late until day 31 |
| Past terms | Money that is now genuinely late |
| Order pad | The list of things a particular customer normally buys |
| Standing order | The same order repeating every week without being asked for |
| Price band | Different customers paying different prices for the same product |
| Cost to serve | What a customer actually costs you once you count the driving. Some customers lose money and nobody knows which |
| Integration | Two systems talking to each other, usually theirs and their accountant's |
| Onboarding | Getting their customers, products and prices into the system so they can start |
| Migration | Moving off their old system onto ours without losing history |
| SaaS | Software you pay for monthly instead of buying once. Do not use this word on a call |
| Automation | A step that used to need a person now happening on its own |
| AI agent | A piece of the system that reads a human message and acts on it, like turning a voice note into an order |