Product Tips and Insights

Build custom software PRODUCTS to drive sales


The AWH team builds software products for client sales teams to close more sales, faster.

Sales is an information-centric process. A software product that helps sales teams to collect, process, analyze, and act on information more efficiently allows them to demonstrate value with prospects sooner and more clearly. Complex sales call for clarity around the problem, potential solutions, and the path to a solution. Often the inhibitor to a sale progressing is the inability for the salesperson to gather, process, and demonstrate value for a prospect. Although relationships are still an important part of selling, it is critical that the seller possess an understanding of the prospect’s problem, provide insights around the challenge, and propose a solution that makes sense for the prospect.

Salespeople often gather information manually (i.e. written on paper). However, this process makes it difficult to close the sale. Information fails to be transferred into a CRM, handwritten notes are challenging to interpret, and data is entered incorrectly. Inefficiency in gathering, processing, and acting on information is one of the major challenges for sales teams. Current sales tools like CRMs and proposal generators leave gaps for salespeople to fill in on their own, making it hard for sales leaders to understand the true status of opportunities and overall pipeline volume and velocity.

Here are some examples of software products we have created to help our clients sell more, faster:

  • AWH developed an HVAC equipment survey that enables salespeople to digitally capture equipment information, removing double entry, preventing mistakes, and integrating with a proposal system for faster turnaround time to prospects.
  • A B2B financial consulting firm contracted with AWH to develop an assessment tool that enables its sales team to help prospects identify areas of strength and weakness, and then propose services that address the prospect’s greatest pain point.
  • A provider of manufacturing process improvement services worked with AWH to create a process dashboard that helps clients define, track, and improve operations across a manufacturing company to improve quality, safety, and output.
  • AWH collaborated with a home product manufacturer to create several software products to help their dealers quote, propose, and sell the manufacturer’s products easier, including an online proposal tool, a dealer marketing micro-site platform, and a dealer lead distribution engine.

The core value proposition for software products is to improve business processes and drive business outcomes by removing information bottlenecks. Software products as part of the sales process are no different. Custom software products fill the gaps left by off-the-shelf products and help sales team sell faster and more efficiently.


Ryan Frederick
Ryan Frederick has had the privilege of being part of several startups and growth companies. He has helped companies grow from inception, to viability, through to sustainability. During the evolution of these companies, Ryan as served on company boards and been instrumental in capitalization activities. He has also helped companies to expand to international markets. Ryan brings a unique blend of business acumen and technical knowledge to help companies and clients achieve their objectives. He enjoys the process and challenge of starting and growing a company. Ryan (@ryanfrederick) is a Principal at AWH (@awhnet), Director for Startup Grind (@startupgrind | @startupgrindcmh), Chairman i.c.stars|*COLUMBUS (@icstarscolumbus), Co-founder (@black_hack) and leader ProductCamp & ProductTank Columbus.


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