Sean’s onboarding curriculum
A week-by-week ramp for a new Animas salesperson: learn the products → shadow real interactions → run first demos → own the pipeline. Built for Sean Moriarty first, reusable for every hire after.
The prime directive
Durango is a relationship-first market. We don’t “close” strangers — we meet people in person, give them a genuinely useful free DGO report, and earn the business over follow-ups. Every week reinforces that: learn the value so you can give first, then sell.
Each week has Goal · Study · Do · Milestone. Progress is gated — don’t run a live demo (Week 3+) until the Week 2 milestone is signed off by Tyler.
Week 1
Learn the products cold
Goal. Understand what Animas sells and how it connects — well enough to explain any product in two sentences without notes.
Study (in order):
- README + the DGO ladder — the ladder is the spine; learn it first.
- The SaaS product files: CRM, Email, Social, Reviews, Booking, MedSpa, SMS, Outreach, Directory Sites.
- The 8 managed-service files: Local SEO, Google Ads, Social managed, Meta Ads, Email managed, Web Hosting, Lead Gen, Retainer.
- The pricing cheat-sheet — memorize the ladder prices and the confirm-with-Tyler exceptions.
Do:
- Explore the client portal (app.animasmarketing.com) as a demo user — see what a client actually sees.
- Pull up 5 real Durango businesses' DGO reports and read the gaps.
- Write a one-sentence pitch for each product from memory; check against the files.
Milestone — you’re ready when
You can recite the 5-step ladder (Free → $99 → Local SEO → Pilot → Retainer) with prices, and explain any product’s pitch + who-it’s-for in under 30 seconds.
Week 2
Master the sales craft + shadow
Goal. Learn how Animas sells (relationship-first, report-led) and see it happen. No solo selling yet.
Study (in order):
- Demo scripts — the universal open and every per-product script.
- Objection handling — drill the “burned by an agency before” and price responses until they’re reflex.
- Competitor comparison — the “never trash the competitor” reframe and the 360durango head-to-head.
- The real Durango context: community anchors (Chamber, SBDC, LPEDA, Rotary, SCAPE), the events to attend, and proof the report works (Valkyrie viewed theirs 70 times).
Do:
- Shadow Tyler on any live prospect touch — in person if possible (Chamber event, coffee meeting, Rotary Thursday 11:45am Elks Lodge).
- Watch the DGO-report hand-off happen: how Tyler gives it as a gift, not a pitch.
- Role-play 5 demos with Tyler playing the prospect; get feedback on the open and objection handling.
- Learn the CRM: how to log an activity, move a deal, generate a proposal.
Milestone — you’re ready when
You can run a full demo script in a role-play without notes, handle the top 5 objections cleanly, and Tyler signs off that you understand the relationship-first motion (give the report, follow up, never push).
Week 3
First demos (supervised)
Goal. Run real demos with Tyler present as backup. You lead; he catches.
Do:
- Run the DGO-report open live with a warm prospect on the tablet. Let the report do the work.
- Deliver 2–3 full product demos (start with your strongest — usually Local SEO + Reviews, the core motion).
- Practice the tablet mechanics: pre-load the report, full-screen demo mode, leave a QR business card.
- Log every interaction in the CRM: contact, activity, next step. Follow-up discipline is the job — deals ripen over multiple report-viewings, not one meeting.
- Use CHAMBER_ANIMAS (20% off, 12 months) when a prospect is a Chamber member — a live relationship lever.
Milestone — you’re ready when
You’ve run 3+ supervised demos, correctly routed each to the right product from the report gaps, quoted prices accurately (and deferred Reviews/Booking to Tyler), and logged clean CRM follow-ups.
Week 4
Own the pipeline (independent, with check-ins)
Goal. Work your own pipeline end-to-end; Tyler moves to weekly review.
Do:
- Attend the Durango networking rhythm solo: Chamber events, LPEDA monthly, Rotary Thursdays, Business After Hours.
- Give DGO reports as first touches; work the follow-ups from CRM report-engagement signals (who's viewing tells you who's warm).
- Run demos independently across the full product line; escalate Reviews/Booking/MedSpa/Call-Tracking pricing to Tyler.
- Generate and send proposals from the CRM (the same 3-tier engine Animas uses to sell).
- Manage the ladder: move warm free-report prospects to the $99 trial, and $99 subscribers toward Local SEO as results show.
Milestone — you’re ready when
You're sourcing your own meetings, running the full motion unsupervised, and have a live pipeline with logged next steps — Tyler’s role is now weekly coaching, not backup.
Ongoing (Week 5+)
- Weekly pipeline review with Tyler: what’s warm, what’s stuck, what to follow up.
- Monthly: revisit the pricing cheat-sheet (prices change) and any new product files.
- Stay in the community — the relationship-first market rewards consistent presence.
- Feed the corpus: when you hit a new objection or a comparison that worked, tell Tyler so we add it.
The five things that matter most
Print this and keep it on the desk.
1
Give the free DGO report first. It’s the whole top of funnel.
2
The ladder: Free → $99 → Local SEO → Pilot → Retainer.
3
Relationship-first: in person, local, never pushy. Follow up relentlessly.
4
MedSpa is the only bespoke quote — Booking ($49/$99) and Reviews (in Local SEO; $99 standalone) are on the pricing sheet.
5
Log everything in the CRM. Deals die from silence; the CRM keeps you from going silent.
Where to go next
Demo Scripts →
The universal open + every per-product tablet script.
Objection Handling →
Proven responses to every objection you’ll hear.
Pricing Cheat-Sheet →
Every price on one page — the fast-quote reference.
Competitor Comparison →
How Animas stacks up — and the reframe that wins.
FAQ →
Fast answers to the questions new reps ask most.
Resource Library →
Every product page, PDF one-pager, and demo in one place.