Inbound call playbook (for John Cooper)
Gartner reports 61% of B2B buyers prefer a rep-free experience (2024/2025). The inbound call finds out what they need and routes them to the fastest honest path. Never slow down a buyer who is ready.
The first five minutes.
- Minute 0 to 1, short up-front contract: "Thanks for getting in touch. I've got 20 minutes. I'd like to find out what prompted you and what you need, then work out the quickest way to get you there. That might be setting you up today, a proper look at Holly, or it might not be a fit, and I'll tell you if it isn't."
- Minute 1 to 2, the trigger: "What prompted you to get in touch now?" (Often the critical event. Write it down.)
- Minute 2 to 3, team shape: "Is this for you or a team? Roughly how many people?"
- Minute 3 to 4: the two motion questions.
- Minute 4 to 5: route.
Routing.
| Situation | What you say or do |
|---|---|
| One to three seats, owner decides, knows what they want | "When you're ready, we'll set you up and take payment at sign-up, and book a short set-up call for your first voice and drafts." Point them to sign up on the site themselves only once John confirms checkout works end to end |
| Up to about ten seats, owner decides | Direct motion. Make the first-call offer |
| More than about ten seats, or compliance, IT or partners involved | Considered: "Let's do this properly: a discovery conversation first, and we'll bring compliance and IT in early rather than late. Who should be on it?" |
| Agency or freelancer with clients | "There's a workspace per client and client sign-off by link. There's no published agency price, so let's talk about how you work." |
| Charity, or outside the UK | "Let me check what we can offer and come back to you." (Alex or John) |
| Wants a free trial | "We don't run free trials at launch: you pay at sign-up, and nothing rolls over without a conversation. What would a trial need to prove? Let's see if I can show you that on a call." |
The three questions that matter most (full set in the Objection handbook).
"Where does the engagement data come from?""Publishing runs through LinkedIn's own connection: we don't ask for your password and we don't hold one. On the engagement side, I'll get you a written answer from our legal team rather than paraphrase it, because your compliance people will want it exactly right."
"How do you stop it sounding like AI slop?" "Each person gets their own voice, built from their own posts, writing or a five-minute interview, and we recommend a person approves every post before it goes out. That reduces generic output. I won't tell you it's undetectable; nobody honest can."
"Has anyone outside used it?" "Honestly, you'd be one of the first. It's used every working day inside a recruitment business one of our founders owns. A freelance marketer on our pilot programme said: 'You end up with logins for so many pieces of software and you don't end up using them. This replaces the lot. And it does my least favourite job, end-of-month analytics, in a click.'"