# 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