The Top 15

2. "Send me something." / "Send me a deck."#

First call, GREEN.

Say

Ledge: "Happy to." Disrupt: "A PDF can't show you whether it would sound like your people." Ask: "Thirty minutes. We'll show you Holly drafting for someone in your role, on a demo workspace, and you can judge it for yourself. Would it be worth that next week to find out?"

Still want something: send the one sentence, two lines on how it works and a proposed time, then "Does it make sense to hold thirty minutes while you read it?" Don't: send the deck and wait; send a price without context; offer a choice of two times as a close.

6. "Come back in six months." / "It's not the right time."#

First call, Close. GREEN. Label: "It sounds like something else has your attention."

Say

"I can do that. So I come back at the right moment: what's happening between now and then that makes later better?"

If real: "Does it make sense to put a date in the diary now for when that's done?" Send nothing in between except one genuinely useful note. Don't: invent a deadline. Founding rates close on 31 December, or when the band fills: state it once, as a fact.

9. "I don't trust AI to post for me." / "Will Holly post without me?"#

Demo, GREEN. Label: "It seems like you've seen AI put words in someone's mouth."

Say

"You shouldn't trust it on day one. You decide what Holly can do, person by person: Observe, Suggest, Auto-draft or Auto-publish. We recommend Suggest, or Observe for a regulated firm, and we recommend a person approves every LinkedIn post. You can move anyone up or down at any time, and every action is logged. Holly does the work. You keep the judgement."

Ask: "Which of your people would you start at Observe?" Show: the autonomy setting, an approval card, the activity log. Don't: say "nothing ever publishes without approval"; say Auto-publish can be switched on until Dom confirms it is live at launch; promise Holly "explains what it did" (D10) or any automatic move up the ladder.

11. "Doesn't ChatGPT do this for free?" / "Isn't Holly just a chatbot?"#

Demo, GREEN.

Say

Draft the same post with a plain chatbot first, then undercut it yourself: "That's really boring. Anyone can get that." Then the same subject in a person's voice: "Everybody has the writing now. The difference is that the second one is you, and the first one has no idea who read it, or whether it broke your policy. And Holly doesn't stop at the text: it plans, checks your rules, schedules and publishes, once you approve."

Ask: "What happens after the draft today, in your firm?" Don't: claim Maktura "writes better" in the abstract; turn it into a model debate.

16. "AI won't sound like me."#

Demo, GREEN. Label: "It seems like you'd rather post nothing than sound like everyone else."

Say

"You're right to worry, and I'd rather you posted nothing than something generic. Your voice is built from your own writing, your LinkedIn posts or a five-minute guided interview. It learns how you write, and you can pause that or mark any post 'don't learn from this'. It won't be perfect on day one, and you change what's wrong."

Ask: "Does it make sense to see a draft in a real person's voice, and judge it yourself?" A prospect's own voice only with their consent on the call, marked test first, run by Alex or John. Don't: say "cloning"; promise day-one perfection or weekly improvement; quote a voice-match score. Proof (AMBER, only after our marketer and Alex confirm consent): "Our own marketer posted only through Maktura for a week, in her own voice." Say she works for us; never "nobody noticed".

21. "It's too big. There's too much in it."#

Demo, GREEN. Label: "It looks like you can see yourself never getting past the first screen."

Say

"You're right, it's a lot. You don't have to learn it. You tell Holly what you want, say 'three posts on this week's news, in my voice, Tuesday morning', and it builds them on screen and checks with you first. The rest is there when you go looking. People kept telling us it was too much, so we rebuilt the writing screens into one and then built Holly."

Ask: "What's the one job you'd want it to do in week one?" Show one Holly instruction, then stop. Don't: defend or quote a feature count.

22. "My team won't use it."#

Discovery, GREEN. Label: "It sounds like you've tried to get them posting before."

Say

"They won't use anything that asks them to write from scratch. This asks for a few minutes and an approval: Holly drafts in their voice from the news in their market. Mandates don't survive a busy Tuesday. Systems do."

Ask: "Who are the three people most likely to try it first?" Don't: suggest making it compulsory; promise adoption rates.

32. "Who else is using it?"#

Proposal, GREEN. Label: "It sounds like you don't want to be first."

Say

"I'll be straight about the stage. It's used every working day inside a recruitment business one of our founders owns, and I'll always tell you that's who it is. It's been tested hard by people we picked because we expected them to struggle. There's no logo wall yet, and I won't pretend there is."

Ask: "Does it make sense to judge it on a demo in your role, rather than on anyone else's say-so?" Show the one usable testimonial, from a freelance marketer in the pilot programme: "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." Don't: name any prospect, partner, tester or client; present the founder's firm as independent; use internal reactions to Holly as testimonials.

34. "It can't prove it makes me money." / "Which post brought in which client?"#

Proposal, GREEN. Label: "It sounds like you've been sold marketing that couldn't show what it earned."

Say

"I won't claim Maktura proves revenue, because it doesn't, and it doesn't tie a client to a post. What it gives you is your team visible every week, a verdict on how each post did, and who's engaging with your posts, so you know who to talk to first. What those conversations become, you'll know better than any software."

Ask: "What would you count as working, ninety days in?" and write it into the proposal as the 30-day and 90-day check. Don't: claim ROI, revenue attribution, post-level or post-to-website attribution.

39. "Where does the engagement data come from? Is that allowed?" / "Do you scrape?"#

USE AS WRITTEN. Demo, GREEN.

Say

"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."

Ask: "Who should that written answer go to?" Log it and send it to John Cooper the same day. Don't: add to it; explain collection; say "official APIs only", "we never scrape" or "it's all public data"; discuss LinkedIn's terms; give any written assurance yourself.

45. "Compliance will never approve it." / "Is it safe for a regulated firm?"#

Discovery, GREEN. Label: "It sounds like getting anything signed off is a maze."

Say

"If compliance is why nobody posts today, here it's how they can. You upload your policy and it becomes rules every post is checked against before it goes out (for a regulated firm, once the data processing terms are in place). Approval can be required for everyone or particular people, in stages. Compliance sees risks by severity across the team, and every action is logged. For a regulated firm we recommend starting Holly at Observe."

Ask: "Does it make sense to bring your compliance lead into the next call?" Don't: list rule types, regulator templates or an "evidence pack"; say Maktura makes a firm compliant.

53. "We use Paiger." / "Paiger does own-voice drafting now." / "Paiger's cheaper."#

Discovery, GREEN.

Say

"It's a good product and it knows recruitment, and it drafts in each consultant's voice now too. So the question is what you need around the drafting. What does your compliance lead see when a consultant approves by text?"

If price comes up: "Their content module is £48.30 per consultant a month before VAT, on a 12-month term, from their pricing page in mid-October. Ours is [price] a person a month in the founding band open today, with Holly, the rules, approvals and Watch included, and nothing rolls over without a conversation." Ask: "Does it make sense to see the governance side side by side?" Don't: say Paiger "posts without review" or has no own-voice AI; repeat any second-hand Paiger figure; raise it first. Full card in Chapter 9.

64. "It's expensive."#

Proposal, GREEN.

Say

"What are you comparing it with? ... The real comparison is what you pay now to stay visible, in tools, fees and people's time, and whether any of it gets your team posting. The founding band open today is [band] at [price] a person a month, with the software all in."

Then one labelled illustration against their real alternative (54, 57 or 58) and "Does it make sense to put that in a one-page proposal for you?" Don't: discount; say "list price".

65. "Can you do better on price?"#

Close, GREEN. Label: "It sounds like the number needs to be easier to get past someone."

Say

"No, and I'd rather tell you that straight than pretend to go and ask. The product is the product. It costs what it costs, and that's what lets me tell you nobody in your band got a better deal. What would need to be true for this to be approved at that price?"

Trade only from the Commercial answers give-get table (non-price, for a commitment in return). If they still need a lower price, walk away politely and log it as pricing data. Don't: issue or mention a discount code; offer an annual discount on a founding band; invent concessions.

73. "We need to think about it."#

Close, GREEN. Label: "It sounds like something's still not sitting right."

Say

"Of course. So I'm useful while you do: on a scale of one to ten, how sure are you this is the right move, and what would make it a ten?"

Answer only the gap they name; recommend one starting point (75). Ask: "Does it make sense to book twenty minutes on Thursday to close that gap?" Don't: push the case for change harder; invent a deadline.