Sales playbook
The objection-handling doc that lives in six versions
When they say it is too expensive
- Shape
- This or that
- Plates
- lede · matrix · cheatsheet · note
- Why
- A playbook is read in a panic, thirty seconds before a call, so it must be findable rather than persuasive. `matrix` is the centrepiece: the objection down one side, what it usually means across the top, ink density carrying how often — a judgement a percentage would overstate. `cheatsheet` last, because that is the part somebody reads in the car park.
“Too expensive” is four different objections wearing the same coat. Answering the wrong one is why the call goes quiet.
What it usually means, by who is saying it
The short version
- 1
Never answer with a discount. It confirms the price was invented.
- 2
Ask what it is being compared against. Half the time it is doing nothing.
- 3
If it is the champion, they are not objecting — they are asking you to arm them.
- 4
Procurement saying it late is a negotiation. Procurement saying it early is a no.
This is a sample. To author the same thing about your own subject, just name it. Your assistant can read this template, and will write you the same document about what you know.
Using the Ario tools, make me the "Sales playbook"
template for the objections we hear on discovery calls.
Show me the shape before you build anything.New here? How to connect one.
Other samples