Objections and script branches

Which branch is this call

Pick the branch before writing a line. Running the cold-open script on a warm-route call burns the referral; running the follow-up script on someone who has never spoken to you reads as a mix-up.

Situation	What changes in the script
Warm route (referral, mutual connection, prior touch, event)	Opener names the route first. Relevance frame still does the work, but the referrer buys 10 extra seconds of attention — use them on the frame, not on rapport.
Cold, no route	Opener must earn attention on research alone. Highest bar for the relevance frame.
Second attempt, no prior conversation (voicemail, no-answer)	Not a new cold open. One line referencing the earlier attempt, then straight to a sharper frame or a new angle.
Follow-up after a real conversation	Acknowledge what was said last time, lead with something genuinely new — a fresh signal, a new customer story, an answer to what they raised. Never restart the pitch.
Gatekeeper-heavy org	Script a 15-second version of the frame for the gatekeeper — why this is relevant to the person you're asking for — plus the full script for when you're through.
Seniority mismatch (reached someone above or below the target)	Reframe to that person's altitude: an executive hears risk and strategy, a manager hears operational load. Do not deliver the target's script to the wrong level.
Marked not-interested or in an open opportunity	Stop. Confirm with the rep before scripting. If re-engaging, the opener acknowledges the prior outcome and leads with what is actually new.

Objection library

Derive the objections, don't pick from a list. Every ICP disqualifier carries a prediction about what that kind of company will push back on — invert each one into the objection a real prospect there would voice, in their words. Company under the size floor → "we're too small for this." No ops function → "who would even own this." The list below is a fallback for common shapes, not the starting point.

State each as they would say it; answer in one or two sentences that acknowledge without conceding and end with a question.

"Send me an email."

Fair — I'll do that. So it's not generic, what's the one thing worth me putting at the top: [gap A] or [gap B]?

"We already have a tool for that."

Most teams at your stage do. The ones I talk to still lose time on [specific gap the tool doesn't close] — is that the case for you, or have you got that covered too?

"No budget right now."

Not asking you to spend anything. The meeting is 20 minutes to see whether [problem] is costing you enough to matter — if it isn't, that's a useful answer too. Worth a look?

"I'm not the right person."

Understood. Who owns [KPI / process] day to day — and would it help if I framed it for them, or would you rather introduce us?

"Call me next quarter."

Happy to. So next quarter isn't a cold start — what would need to have changed by then for this to be worth a proper conversation?

"We tried something like this before and it didn't work."

That's the most common reason teams stall on it. What broke last time — the rollout, the data, or the fit? If it was [X], that's exactly the part worth 20 minutes.

Voicemail, when there is no answer

75 words maximum, about 30 seconds read aloud. First name at the start, one specific reason for the call tied to their role or company, your name and company, one next step. No performance percentages. No "just reaching out" or "hope you're well." One ask only.