⚡ Internal · sales rep + sales lead only
Rep Quick Reference
v1.0 · 2026-05-11 · do not share with customers
Rep Quick Reference — eJourney Sales
The four numbers + four moves you must keep in pocket. Pairs with the 9-grid playbook. Print landscape.
1Pricing — sticker + discount floors
🌱 ESSENTIALS
Rp 250Kper user / bulan
min 500 user · Rp 1,5 M/yr
🌳 GROWTH ⭐
Rp 200Kper user / bulan
min 1.000 user · Rp 2,4 M/yr
🏛️ ENTERPRISE
Rp 150Kper user / bulan
min 2.500 user · Rp 4,5 M/yr
| Floor | Essentials | Growth | Enterprise | Authority |
|---|
| SOFT (−15%) | Rp 213K | Rp 170K | Rp 128K | Rep in-meeting |
| HARD (−25%) | Rp 188K | Rp 150K | Rp 113K | Commercial owner approves |
| NEVER BELOW | Rp 162K (−35%) | Rp 130K (−35%) | Rp 113K (no room) | Walk · re-scope deal |
2Per-user COGS @ peak — internal anchor
If customer-paid price approaches per-user cost = lose money on every learner. NEVER show customer.
| Tier | LOW | MID | PEAK | Share of sticker |
|---|
| Essentials (Rp 250K) | Rp 14,4K | Rp 18,2K | Rp 22,9K | 9,2% |
| Growth (Rp 200K) | Rp 12,1K | Rp 18,6K | Rp 26,7K | 13,4% |
| Enterprise (Rp 150K) | Rp 12,4K | Rp 25,7K | Rp 43,2K | 28,8% |
Three numbers to memorize: Essentials peak Rp 23K · Growth peak Rp 27K · Enterprise peak Rp 43K. Customer-paid approaches these = walk to commercial owner immediately.
3Pricing reveal — 5 moves
- Never reveal before pain agreed. "Pricing tergantung tier yang fit dengan use case Anda. Boleh saya tanya dulu tentang [pain]?"
- Anchor first. "Untuk tim L&D dengan 1.000 karyawan, kami rekomendasikan Growth Bundle — Rp 200.000 per karyawan per bulan, all-in."
- Per-bulan, not annual. Rp 200K reads cheaper than Rp 2,4 Miliar/tahun. Anchor low.
- Pair with quota visualization. "Sudah include 50 AI grading per user per bulan, 12 GapAnalyzer per tahun, 60 video animasi per tahun."
- Hold price firm 90 detik. Silence after reveal. Let buyer react. Tidak preemptive discount.
4Discount ladder — 5 steps
- Step 0 · Open at 0% discount. Sticker is the default ask.
- Step 1 (−15% Soft) · 2-tahun commit OR >1,5× min order OR strategic vertical (banking/BUMN). Rep approves in-meeting.
- Step 2 (−25% Hard) · 3-tahun commit OR launch logo. Rep escalates to commercial owner before quoting.
- Step 3 (Ess/Growth only, −35%) · Strategic exception. Founder + commercial owner joint approval. Multi-year + reference rights required. Never available at Enterprise tier.
- Step 4 — Below Never-below · Walk: "Maaf Pak/Bu, harga di bawah Rp X kami tidak bisa support dengan kualitas yang dijanjikan. Mungkin kita perlu re-scope ke tier yang lebih cocok."
VAD Elite stack ruleVAD Elite at 35% + any sticker discount → margin death. If Elite partner involved AND buyer asks discount → cap partner at Accelerator tier instead. Escalate to commercial owner.
5Top 5 objection openers — Bahasa formal B2B
01
"Kami sudah pakai LMS [Moodle/Talenta/Workday]" (60% deals) → Open with: "Saya mengerti. Kami biasanya tidak menggantikan LMS yang sudah running — kami augment. 3 pillars (GapAnalyzer + AI Assessment + Content Creation) jalan di-side LMS Anda via SCORM/LTI/API. Boleh saya tunjukkan integrasi-nya?"
02
"AI Grading reliable untuk konteks Indonesia?" (40% deals) → Open with: "Pertanyaan tepat. AI Grading tidak menggantikan reviewer manusia. Tim L&D Anda tetap sign-off. AI pre-process; reviewer Anda spend 30% waktu lama-nya, output 3-5× lipat. Validasi akademik Petra menjadi anchor — bukan blackbox."
03
"Data residency?" (50% deals · banking 100%) → Open with: "Default: Biznet Indonesia primary, AWS Singapore backup. Storage data karyawan dan content full di Jakarta. Untuk banking, kami bisa deploy on-premise atau private cloud di pilihan Anda. Mana yang fit?"
04
"PDP compliance?" (40% deals) → Open with: "Kami jujur: full PDP certification belum kami punya — target Q4 2026. Yang kami delivers sekarang: residency Indonesia, audit trail, RBAC, encryption, customer-owned data dengan right-to-delete. DPO formal dan DPA template tersedia by request."
05
"Rp X terlalu mahal vs Vendor Y" (70% deals) → Open with: "Boleh saya tanya: Vendor Y include AI Grading 50/user/bulan + GapAnalyzer 12/user/tahun + 6 modul kustom + StoryJourney 60 video/tahun + dedicated CSM? Kalau iya, kami perlu rethink. Kalau tidak, kita compare apple-to-apple dulu. 3-yr TCO dengan 3-vendor stack biasanya Rp 2,5-3 M/tahun — kami flat Rp 2,4 M dengan konsolidasi."
For full objection scripts including all 10 + cultural lens + redline policy, see Cell 06 in the playbook.
6Handover & escalation — when to bring backup
| Trigger | Escalate to |
|---|
| Buyer asks for executive sponsor | Sales lead joins next meeting |
| Deal > Rp 5 M TCV OR strategic vertical (BUMN/conglomerate) | Sales lead joins |
| Hard floor pricing (−25%) | Commercial owner approves pre-quote |
| Buyer's legal team redlines MSA/SoW/PKS | Legal owner |
| Below Hard floor (−35% strategic) OR Elite + discount stack | Founder + commercial owner joint |
| Reference call request | Sales lead coordinates with Petra / existing client |
7Partner channels — at-a-glance
| Channel | Margin | Y2+ | Notes |
|---|
| Referral (default) | 10% Y1 | — | Software revenue only · one-time finder fee |
| Referral (volume > Rp 3 M/yr) | 15% Y1 | — | Forward-applied, resets January |
| VAD Standard | 20% | 20% flat | Wholesale · no quota · +2% MDF |
| VAD Accelerator | 25% | 25% flat | Wholesale · Rp 5 M/yr quota · +3% MDF |
| VAD Elite | 35% | 35% flat | Wholesale · Rp 15 M/yr quota · territory option |
Referral → VAD handoverSingle attribution default. If split: Referral converts to 5% one-time + VAD takes tier margin (Std/Acc only, never Elite) · combined Y1 ≤ 30% cap · walk below 60% net GM.
8CFO defense math — 4 elements
| Element | Growth tier reference (1.000 user) |
|---|
| Cost-of-inaction | Rp 2,4 M Growth bundle vs Rp 2,5-3 M current vendor stack (sebut nama vendor existing) — net turun 5-20% Y1. |
| Time-freed-back | Tim L&D 6 orang × 30% admin time saved × Rp 25 jt avg salary = Rp 540 jt/tahun productivity reclaimed. |
| Risk-avoided | Vendor switching cost 3 tahun: Rp 800 jt-1,2 M industry benchmark. Konsolidasi 3-5 vendor → 1 platform = avoid. |
| 3-year TCO | eJourney Rp 2,4 M × 3 = Rp 7,2 M (no migration cost Y2/Y3) vs Status-quo Rp 3 M × 3 = Rp 9 M. Net saving Rp 1,8 M over 3 years. |
Always lead with this before discount conversation. Total defensible ROI ≥ 2× invested per tahun. CFO wants math, not narrative.