Welcome to Hug!

This guide will help you set up your Hug accounts, access essentials systems, and complete key sales actions. Keep it handy as a quick reference!

Week 1: Getting Started

Week 2: Lead Generation & Outreach

Week 3: How to sell Hug

Week 4: Sales admin

Resources

Need help?

How to sell Hug

This section contains everything you need from this week’s training, including practical sales techniques and guidance on how to confidently present and sell the Hug Essentials package. You’ll also find helpful tips on questioning, positioning, and referrals to support every stage of your sales conversations.

What You’ll Learn in This Training

By the end of this session, you will:

• Understand how to confidently present and sell the Hug Essentials package.
• Use open-ended questions to uncover client needs and steer meaningful sales conversations.
• Identify which Hug services to lead with and how to position additional offerings through internal referrals.
• Demonstrate key features of Hug Academy and Hug Enterprises to showcase value to SMEs.

Selling the Hug Essentials Package

1. Sales Approach & Questioning Techniques

• The focus is on uncovering client pain points or business goals using open-ended questions - BDC Conversation Guide & Meeting Flow

• Use “what if” questions to shift perspective and spark meaningful conversations.

• Key question areas: employee retention, impact of losing key staff, and alignment between business goals and people strategy.

2. Hug’s Value Proposition

• Hug doesn’t just sell products—we offer solutions that help SMEs retain the right employees, increase productivity, and reduce absenteeism.

• The Essentials package is our entry point: it’s affordable, impactful, and tailored to SME challenges.

• Our value lies in offering big company benefits at small business prices with a holistic, easy-to-use platform.

3. The Essentials Package

• The package should always be the first offering presented.

• It's supported by the three financial wellness pillars: resilience, literacy, and freedom—a unique proposition in the SME space.

• Includes Employee Assistance Programmes (EAP), online GPs, lifestyle benefits, and access to Hug Academy, our financial education platform.

• Hug Academy should be demonstrated as a key part of the offering: it's interactive, empowering, and central to our financial wellness message.

4. Product Demos

• Practice demonstrating both Hug Academy and the wider Hug Enterprises platform to highlight ease of use, breadth of features, and value to employees and employers.

5. Sales Journey & Referrals

• Start by identifying the customer’s main business challenges—attraction, retention, or engagement.

• Sell the Essentials package first, then refer based on needs:

  • Group Protection / Key Person Cover → Hug Life

  • Recruitment Services → Owain Wilson

6. What Resonates Most With SMEs

• Employee benefits, especially EAPs and Group Protection, are the strongest entry points.

• EAPs now focus on employee wellbeing, not just employer support—especially post-pandemic.

• Most SMEs don’t currently offer Group Schemes or PMI—this is a huge opportunity.

7. Metrics & Market Validation

• Use retention data and wellbeing statistics to reinforce ROI (these are available in sales decks).

• Hug’s offerings are well-positioned against competitors not currently offering protection schemes.

Sales admin

This section is all about keeping your pipeline tidy, your prospects well-managed, and your sales process running smoothly.

We’ll cover everything you need to feel confident using HubSpot to track your leads, create proposals, and make referrals. Staying organised is what keeps your sales process efficient—and your commission flowing.

What You’ll Learn in This Training

By the end of this session, you will:

• Understand how to use HubSpot CRM as your single source of truth

• Know how to create and manage contacts, companies, and deals

• Be able to track deal progress using HubSpot’s pipeline tools

• Know how to log and follow up on referrals and proposals

• Understand when to log prospects in Hug’s proprietary system to protect your commission

🎥 This Week’s Video

👉 Watch: HubSpot Whistle-Stop Tour
A quick walkthrough showing how to create a contact, link a company, and log a deal in HubSpot.

Resources to support you

Below you’ll find all the resources available to you. Use these to deepen your understanding and sharpen your conversations with prospects.

• Sales materials:
  • Google Drive folder for sales materials
  • Hug Sales Intro
  • Hug Employee Benefit Package
  • Webinar link (ensure contact is added to HubSpot for tracking purposes)
  • BDC Sales Deck
  • BDC Conversation Guide & Meeting Flow
    
    
• Marketing videos:
  • Hug Home Page Video
  • Hug Employee Benefits Video
  • Hug About Us Video

   

• HubSpot resources:

  • HubSpot Academy Training
  • HubSpot meetings setup video walkthrough
  • Setting up meeting scheduler in HubSpot video walkthrough
  • HubSpot Knowledge Base - Create scheduling pages with the meetings tool
    
    
• Branding resources:
  
  • LinkedIn Banners
  • Business cards

If you have any issues accessing your systems or completing sales actions, reach out via:

• Google Chat (fastest response)
• Email Matt, your sales manager
• Call Hug HQ (details in Google Chat)

Welcome to Hug – let’s build better futures together! 🚀