Cold Email Introduction Template
Ready-to-use scripts for handling the most common sales objections. Master responses to 'it's too expensive,' 'we need to think about it,' and more.
The Template
OBJECTION HANDLING SCRIPTS "It's too expensive" Acknowledge: "I understand budget is a concern." Explore: "Help me understand—compared to what? What's the cost of not solving this problem?" Reframe: "Our clients typically see [ROI/payback] within [timeframe]. Would it help to break down the numbers together?" "We're already using [competitor]" Acknowledge: "That's great—they're a solid option." Explore: "What made you choose them? What's working well? Any gaps?" Differentiate: "The main difference is [key differentiator]. Many of our clients switched from [competitor] because [reason]." "We need to think about it" Acknowledge: "Of course, this is an important decision." Explore: "What specifically do you need to think through? Is there anything I can clarify?" Create urgency: "I want to make sure you have everything you need. What would help you feel confident moving forward?" "Now isn't a good time" Acknowledge: "I totally understand timing is everything." Explore: "What's happening right now that makes it challenging? When would be a better time?" Plant seeds: "Let me send you [relevant resource]. When should I follow up?" "I need to talk to my team/boss" Acknowledge: "That makes sense—these decisions shouldn't be made alone." Explore: "What do you think their main concerns will be? How can I help you present this?" Offer: "Would it help if I joined a quick call with them to answer questions directly?" "Send me more information" Acknowledge: "Happy to send that over." Qualify: "To make sure I send the right info—what specifically would be most helpful?" Advance: "I'll send [specific resource]. Can we schedule a quick call for [day] to discuss?"
Why This Template Works
Objection handling is one of the most learnable skills in sales, yet most reps wing it every time. Having a framework for common objections ensures you respond thoughtfully rather than defensively, and that you're uncovering the real concern behind the objection.
The key to effective objection handling is the three-step process: Acknowledge, Explore, Respond. Jumping straight to a rebuttal feels dismissive and often misses the underlying concern. Taking time to understand the objection often reveals that the stated concern isn't the real issue.
These scripts should be internalized, not read verbatim. The goal is to have a mental framework that helps you stay calm and curious when objections arise, rather than getting flustered or argumentative.
When to Use This Template
Key Elements That Make It Work
Acknowledge First
Validate their concern before addressing it. 'I understand' or 'That's a fair concern' shows you're listening and not just waiting to rebut.
Explore the Objection
Ask questions to understand what's really behind the objection. 'Too expensive' might mean budget constraints, wrong ROI framing, or that they're comparing to the wrong thing.
Respond with Value
Once you understand the real concern, address it specifically. Generic responses feel scripted; tailored responses feel consultative.
Advance the Conversation
Don't leave the objection hanging. After addressing it, move toward next steps: 'Does that address your concern? What would you need to move forward?'
Template Variations for Different Scenarios
Price Objection Scripts
When they say it's too expensive or outside budget
PRICE OBJECTION HANDLING "It's too expensive" • "I understand cost is a consideration. Help me understand—too expensive compared to what?" • "What would the cost be of NOT solving this problem over the next year?" • "If I could show you a 5x return in 6 months, would the investment make sense?" "We don't have budget" • "When do you typically allocate budget for initiatives like this?" • "If budget weren't a constraint, would this be a priority for you?" • "Is there a different budget this could come from—training, operations, technology?" "Your competitor is cheaper" • "You're right—we're not the cheapest option. What we've found is [key differentiator]." • "What would it cost you if you chose the cheaper option and it didn't work?" • "Our clients who switched from [competitor] tell us they actually save money because [reason]."
Subject Line Options to Test
Personalization Tips for Higher Response Rates
Prepare for likely objections before important calls based on what you know about the prospect
Use their specific situation and numbers when reframing ROI discussions
Reference case studies from similar companies in their industry
Adjust your tone—be more formal with skeptical senior executives
Practice these scripts out loud until they feel natural, not robotic
Frequently Asked Questions
Should I anticipate and address objections before they come up?
Sometimes. If you know an objection is coming (like price sensitivity), you can preemptively address it: 'Before we discuss pricing, let me share how our clients typically see ROI...' But don't create objections that weren't there.
What if I don't know the answer to an objection?
Don't fake it. Say 'That's a great question—let me get you an accurate answer' and follow up. Credibility is more important than having every answer immediately. Making up answers will backfire.
How do I handle objections over email vs. on a call?
On calls, you can explore in real-time. In email, keep it brief: acknowledge the concern, address it concisely, and try to move to a call. Complex objections are better handled verbally where you can have a dialogue.
What if the same objection keeps coming up?
That's a signal to improve your earlier messaging or qualification. If everyone says you're too expensive, you may need to better communicate value earlier or target different prospects. Objections often reveal positioning problems.
How do I stay calm when handling tough objections?
Preparation breeds confidence. Practice these scripts until they're second nature. Remember that objections mean they're engaged—indifference is worse. Take a breath before responding, and focus on curiosity rather than defense.
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