Name:
Title:
Role in Deal:
Disposition: (Champion / Supportive / Neutral / Skeptical / Hostile)
Key Concern:
Communication Style: (Direct / Analytical / Consensus-driven / Political)
What They Care About:
How to Win Them:
Risk If Ignored:

OBJECTION: [Exact objection as stated]

WHY THEY SAY THIS:
[Root cause -- what is the underlying concern behind the stated objection]

RESPONSE FRAMEWORK:
1. Acknowledge: [Validate the concern without being defensive]
2. Reframe: [Shift the perspective to show the objection differently]
3. Evidence: [Specific proof point -- customer story, data, case study]
4. Confirm: [Check if the concern is addressed]

EXAMPLE RESPONSE:
"[Full scripted response the rep can adapt]"

IF THEY PUSH BACK:
[Fallback position or escalation path]

COMPETITOR: [Name]

THEIR LIKELY PITCH:
[What they probably emphasize -- strengths, positioning, pricing approach]

WHERE THEY WIN:
[Honest assessment of their advantages -- do not pretend they have none]

WHERE WE WIN:
[Genuine differentiators that matter for THIS specific buyer's use case]

LANDMINE QUESTIONS:
[Questions the rep can ask the prospect that expose the competitor's weaknesses
 without directly attacking them. These are discovery questions that lead the
 prospect to realize the gap on their own.]

1. "[Question that highlights a competitor weakness]"
2. "[Question that highlights your strength]"
3. "[Question about long-term total cost of ownership]"

IF THE PROSPECT FAVORS THE COMPETITOR:
[What to do -- when to compete harder vs. when to differentiate the deal
 structure (terms, services, roadmap commitments) vs. when to walk away]

TRAP TO AVOID:
[Common mistakes reps make when competing against this vendor]

MUTUAL CLOSE PLAN: [Company Name] x [Your Company]

Target Close Date: [DATE]
Target Go-Live Date: [DATE]

| Date | Milestone | Owner | Status |
|---|---|---|---|
| [DATE] | Technical evaluation complete | [Prospect Tech Lead] | Pending |
| [DATE] | Security questionnaire submitted | [Your Team] | Pending |
| [DATE] | ROI presentation to leadership | [Champion] | Pending |
| [DATE] | Reference calls completed | [Your CSM] | Pending |
| [DATE] | Proposal delivered | [Your AE] | Pending |
| [DATE] | Legal review initiated | [Prospect Legal] | Pending |
| [DATE] | Contract redlines returned | [Prospect Legal] | Pending |
| [DATE] | Final terms agreed | [Both] | Pending |
| [DATE] | Contract signed | [Economic Buyer] | Pending |
| [DATE] | Kickoff meeting | [Both] | Pending |
| [DATE] | Implementation begins | [Your PS Team] | Pending |

AGREED NEXT STEP: [The single most important next action with owner and date]

OPENING (30 seconds):
[Recap the business problem and the cost of inaction. Make it about them, not you.]

VALUE PROPOSITION (2 minutes):
[3 specific outcomes they will achieve, tied to metrics they care about]
1. [Outcome 1]: [How you deliver it] -> [Expected metric impact]
2. [Outcome 2]: [How you deliver it] -> [Expected metric impact]
3. [Outcome 3]: [How you deliver it] -> [Expected metric impact]

PROOF (1 minute):
[Customer story that mirrors their situation]
"[Similar company] faced [same problem]. They implemented [your solution] and achieved [specific result] in [timeframe]."

DIFFERENTIATION (1 minute):
[Why you vs. alternatives -- without naming competitors directly unless the prospect has]
"What makes our approach different is [genuine differentiator]. This matters for you specifically because [tie to their context]."

THE ASK (30 seconds):
[Clear next step with a specific date and commitment]
"Based on everything we have discussed, I would like to propose [specific terms]. To hit your [timeline/goal], we would need to [next step] by [date]. Does that work for you?"

IF THEY HESITATE:
[Fallback that keeps momentum without pressure]
"I understand. What would you need to see or know to feel confident moving forward? Let us map that out together."

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