How Avidity Helped HarvestCRM Reduce Churn by 38% and Triple Their Demo to Close Rate in 90 Days

HarvestCRM is a five year old SaaS startup serving contractors, installers, and small service businesses. The platform helps field teams manage quotes, scheduling, and job updates. The product was strong and inbound interest was steady, but revenue was unpredictable and churn was climbing.

Client Background

The founder still handled most demos. Reps struggled to explain value in a way that landed with busy operators. Many conversations turned into long feature tours with no clear outcome. Deals lingered in the pipeline. Customers that did sign often failed to fully adopt the product and quietly churned a few months later.

HarvestCRM did not need more leads. They needed a way to turn interest into confident buying decisions and turn closed deals into healthy, retained customers.

The Challenge

Avidity’s Approach

Avidity’s work focused on three connected areas: the quality of conversations, the clarity of the story, and the systems that support both.

Phase 1: Redesign the Sales Motion

First, Avidity reshaped the core sales conversation so reps could lead with problem understanding instead of product features:

• Introduced SPIN style discovery tailored to contractors and service businesses.
• Shifted demos from full feature tours to short, targeted walkthroughs tied directly to pain.
• Created a simple messaging framework so every rep told the same clear story about impact.
• Clarified how to talk about pricing in terms of time saved, jobs won, and fewer dropped details.

Phase 2: Build Training and Coaching Around Real Calls

Avidity then launched a six week training and coaching program that combined teaching, roleplay, and live deal work:

• Weekly sessions built around active opportunities in HarvestCRM’s pipeline.
• Roleplays using real objections and buying scenarios from recent calls.
• Practice in MEDDICC based qualification so reps could spot strong deals earlier.
• Call scoring rubrics so leaders could coach to a standard, not just to a number.

Throughout the program, the team reinforced a simple truth: practice makes permanent. Reps saw that the work they did in private directly shaped their performance in front of customers.

Phase 3: Fix Retention Through Better Handoffs

Since churn was often caused by confusion and weak adoption, Avidity helped HarvestCRM redesign the first 30 days of the customer journey:

• Aligned Sales and Customer Success on a shared “why this matters now” narrative.
• Standardized the onboarding call with a simple structure and clear outcomes.
• Defined usage checkpoints in the first month to flag at risk customers early.
• Created repeatable playbooks so both teams used the same language and expectations.

The Results

Within 90 days, HarvestCRM saw significant improvements across the entire revenue lifecycle, from first demo to renewal.

Faster Ramp and More Confident Reps

New hires who previously took months to find their feet now had a clear curriculum, call structure, and coaching rhythm. Within about 30 days, they were running productive demos and contributing to pipeline with confidence.

Why This Matters

HarvestCRM represents the type of company Avidity focuses on most often. A strong product. A lean team. Founders who have carried much of the selling on their own. A growing pipeline that needs more structure than a script, but less complexity than a full enterprise motion.