The playbook for each type of buyer. Read the common spine once, find your buyer in the routing table, then read that segment before the call. Nothing here overrides Proof and guardrails or Commercial answers. Objection answers are the spoken core; full versions are in the Objection handbook. "Background" figures are for you only. Only "quotable" evidence may be said to a customer, with its source.
The lessons
- 01Which segment are you in1 min
- 02The common spine9 min
- 03Segment 1. Recruitment5 min
- 04Segment 2. Law5 min
- 05Segment 3. Consultancy and accountancy4 min
- 06Segment 4. Agencies and freelancers with clients3 min
- 07Segment 5. Owner-led small business3 min
- 08Segment 6. Larger organisations and regulated teams4 min
- 09Before every call: the 60-second check1 min
- 10Open points1 min
Source document: maktura-segment-pitches_v7 · Launch build, October 2026