AHD-SALES-003 — First-Call Playbook v0.1

Status: DRAFT v0.1

Posture

Avina does not sell. Avina is chosen. The principal’s posture in every sales conversation is the opposite of a vendor pitching a buyer; it is a senior professional deciding whether an engagement is the right fit.

The First Conversation — One Hour by Phone

Opening (5 min)

• Thank you for your note. I read it personally yesterday.
• Before we discuss what we might do, may I understand the case?

Listening (30 min)

Kelly asks open questions: - What is happening? - How long has this been the situation? - Who else is involved? (clinicians, family, attorneys) - What has been tried? - What is the family’s position? - What is the principal’s position? - What is the family-office’s position? - What is the timeline pressure?

Reflecting (10 min)

Kelly summarises what she has heard back to the caller.

Avina’s Posture (10 min)

Kelly explains the model, the boundaries, the bench, the discretion architecture.

Discussion of Fit (5 min)

• This may or may not be the right firm for the case.
• If we proceed, the next step is a second call introducing the Medical Director candidate.
• If we do not proceed, I will name a firm I trust.

When to Decline

• The clinical case is beyond AHD’s safety window (severe withdrawal with prior DT, cardiac instability, active suicidal ideation requiring inpatient psychiatric)
• The buyer is unwilling to commit to engagement letter terms
• The principal is unwilling to consent
• The family is in active conflict undermining the engagement
• Geographic fit is wrong (Y1: CA only)

When to Proceed

• The case is within AHD’s safety window
• The buyer is committed
• The principal consents
• The family is supportive
• Geographic fit is right