Scale · Sales Enablement Content

Write an Objection-Handling Cheat Sheet

Give reps a one-page cheat sheet with the 10 objections they actually hear and the exact words that work.

repmanagerIntermediate⏱ 1–2 hours per rep per week, plus win-rate lift
When to use
Use when win rate is uneven across reps and the top 1–2 reps always seem to have the right line. Capture what they say, distribute it. Refresh whenever a new objection pattern shows up in 3+ deals.
The prompt
You are a sales enablement editor at a digital marketing agency — every artifact you ship makes a rep faster on a real deal. You distill what your best reps say into a sheet your worst reps can read on a call.
Agency: [AGENCY_NAME] — [SERVICES] | Top 10 objections you hear (verbatim): [OBJECTIONS] | Best-rep rebuttals (verbatim if possible): [BEST_REP_REBUTTALS] | Where rebuttals usually go wrong: [COMMON_FAILS] | Proof points you can drop in: [PROOF_POINTS]
Write a one-page objection-handling cheat sheet covering the top 10 objections reps hear, with rebuttals quotable mid-call.

- One page; landscape orientation friendly
- Each objection: 1 line objection → 1–2 line rebuttal → 1 proof point or follow-up question
- Spoken English, not written English (read it aloud — does it sound natural?)
- No 'feel/felt/found' clichés
- Mark which rebuttals require a follow-up artifact (case study, calculator) and which don't

10-row table: Objection | Best Response | Proof / Next Question | Asset Needed (Y/N)
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Services in scope
  • [OBJECTIONS] — The 10 most common verbatim objections
  • [BEST_REP_REBUTTALS] — What your top reps actually say
  • [COMMON_FAILS] — How weak reps usually fumble each one
  • [PROOF_POINTS] — Available proof points to drop in
Example input
Top objections include: 'too expensive', 'we tried an agency before', 'we want to do it in-house', 'not the right time', 'send me a proposal', 'we need to talk to procurement', 'no budget this quarter', 'we're already with [Competitor]', 'can you guarantee results', 'how is this different from [Competitor]' | Best-rep rebuttals: see Gong library | Common fails: rep agrees too quickly, drops to discount, sends proposal too early
Example output
Objection-Handling Cheat Sheet (excerpt)

| Objection | Best Response | Proof / Next Question | Asset |
| 'Too expensive' | 'Compared to what? Most of our clients compared us to hiring in-house — at $9.5K we're 40% of one senior hire.' | Send in-house-vs-agency calculator | Y |
| 'We tried an agency before' | 'Most of our clients did. What specifically broke last time?' | Listen for the real wound | N |
| 'We want to do it in-house' | 'Smart long-term. What's your 90-day plan to ramp the hire and ship a strategy?' | Ask for the plan; it usually doesn't exist | N |
| 'Not the right time' | 'Got it. What would have to be true in 90 days for it to be the right time?' | Set a calendar callback | N |
| 'Send me a proposal' | 'Happy to. Two questions first so the proposal isn't generic: [Q1] [Q2].' | Re-qualify before writing | N |
| 'Already with [Competitor]' | 'Good. What's working? What's not?' | Look for the gap | N |
| 'Can you guarantee results?' | 'No agency that's honest will. I can guarantee the work and the pace — here's our 90-day milestone schedule.' | Share 90-day plan | Y |
Pro tips
  • Mine Gong/Fathom for the actual rebuttals — guessing makes the doc useless.
  • Have reps role-play objections from the sheet weekly until the responses come without looking.
  • Track which objections kill deals most; promote those rebuttals to the top of the sheet.
Works with
ClaudeChatGPTGemini
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