← Augury
Augury role-play cheat sheet
For the mock cold call at the end of most SDR interviews.
What they sell, in one line
Sensors and AI software that listen to factory machines and warn teams before they break down.
Who you'd be calling
Plant managers, reliability and maintenance managers, VP of Operations, and Directors of Manufacturing at large industrial plants (food and beverage, chemicals, paper, metals).
Your opener
“Hi [Name], this is [You] from Augury. I know you're busy, so I'll be quick: we help plants like yours spot machine problems weeks before they cause a shutdown. Do you have 30 seconds for me to say why I'm calling?”
Problems you solve for them
- Unplanned machine downtime stops production and costs a lot of money per hour
- Maintenance teams fix things after they break or on a fixed schedule, which wastes time and parts
- Experienced technicians are retiring and it is hard to find people to watch equipment
- Hard to see the health of many machines across many plants in one place
Discovery questions to ask
- How do you find out today when a critical machine is starting to fail?
- When a line goes down unexpectedly, roughly what does an hour of downtime cost you?
- How much of your maintenance is planned versus reactive firefighting right now?
Objections they'll throw at you
“I'm busy right now.”
→ Totally fair, I'll be brief. I'm calling about unplanned downtime on your key machines. Would it be better if I called back tomorrow morning or Thursday afternoon?
“We're not interested.”
→ Understood, and I'm not assuming it's a fit. Most plant leaders I talk to just want fewer surprise breakdowns. Is downtime something that's already under control for you?
“We already use something for maintenance.”
→ Good, that means you take reliability seriously. A lot of teams keep their current system and add Augury to catch what it misses. How do you catch early signs of failure with your current setup?
“Just send me an email.”
→ Happy to. So it's useful and not just noise, which machines or problems matter most to you right now? Then I'll send something specific and we can set a quick time to review it.
Competitors worth knowing
Siemens, GE Digital, Honeywell
Interview tips for this company
- Learn the words 'predictive maintenance', 'unplanned downtime' and 'condition monitoring', and be able to explain them in one simple sentence.
- Lead with the cost of downtime. Plant managers care about uptime and dollars, so ask questions about it and keep your tone practical, not salesy.
Written from public information about Augury to help you practice. Ask an insider what their role play looked like; it's the best prep there is.