Ather

The Market Context: Selling EVs in a High-Intent, Low-Trust Category

Electric vehicles in India are no longer a curiosity—they’re a movement. But the real challenge isn’t demand. It’s conversion.

EVs are a big-ticket, trust-heavy purchase. Consumers have questions that go beyond specs:

Will this hold up on long commutes?”

“How long will the battery actually last?”

“Who do I call if something goes wrong?”

Ather had a powerful brand and a solid product. But scaling sales meant translating brand love into field-level conviction—across dozens of cities and hundreds of reps.

That’s where the challenge lay: how do you take a founder-led pitch and make it repeatable across markets and teams, without diluting the magic?

The Challenge: From Pitch Scripts to a Scalable Sales System

Ather’s core EV product had strong pull. But their sales motion needed structure to scale:

Reps in different cities used different scripts and demo flows

CRM tagging and funnel stages varied by region, leading to tracking gaps

Sales training was ad-hoc, and conversion depended heavily on rep experience

Disconnects between marketing promises and field delivery slowed trust-building

They didn’t need more leads. They needed to convert better, consistently—with a sales system that scaled across locations and personas.

What We Did: The Ather x ScalePods Sales Enablement Sprint

1. Built Market-Tailored Sales Playbooks

We started by mapping the urban vs semi-urban sales journeys. Buyer objections, demo triggers, and pricing sensitivity looked different across segments.

From there, we built:

Persona-specific sales scripts, grounded in real conversations

Test ride frameworks, ensuring each experience was friction-free and value-led

Lead-stage playbooks, so reps knew how to move a prospect from “curious” to “committed”

Each playbook was modular, easy to adapt, and usable by reps with minimal ramp time.

2. Refined Funnel Stages and CRM Hygiene

We audited Ather’s funnel structure and rebuilt it around actionable, trackable stages:

Reclassified lead types (walk-ins, online inquiries, referrals, fleet leads)

Mapped new funnel stages to actual buyer behavior (e.g. test ride booked, price negotiation started, financing in motion)

Created a universal CRM tagging guide, ensuring that pipeline data was consistent and clean across geographies

This gave leadership visibility and reps clear accountability.

3. Trained Reps with Sprint-Based Coaching

We didn’t just deliver documentation. We ran hands-on training sprints with field sales reps and team leads.

What we covered:

Pitch delivery drills with real-time feedback

Live demo simulation — from product walkaround to objection handling

Follow-up cadence design, built into CRM workflows

Micro-assessments to track retention and rep performance

The goal? Turn every rep into a confident storyteller who could own the buyer journey end-to-end.

4. Bridged Sales and Marketing with Shared KPIs

Sales teams often complain: “Marketing overpromises.”
Marketing teams push back: “Sales isn’t following up fast enough.”

We helped Ather build cross-functional GTM dashboards that:

Tied inbound lead quality to downstream sales conversion

Set shared weekly targets across brand and sales

Surfaced funnel bottlenecks in real time (e.g. high test ride no-shows in Tier-2 cities)

Created closed-loop reporting from CRM to ad channel performance

Now, both teams spoke the same language: conversion, not confusion.

The Outcome: From Gut-Feel to Predictable Sales Execution

Funnel visibility improved across 20+ cities, enabling faster decision-making

Test ride-to-conversion rates increased, thanks to better pitch prep

Sales ramp time dropped, as new reps onboarded with ready-made playbooks

Marketing and sales moved in sync, with fewer dropped leads and more campaign-to-conversion accountability

Ather now runs scalable GTM motions that adapt to geography, buyer behavior, and category growth