Complete Sales Scripts

Purpose: First sales conversation with a merchant evaluating e-commerce platforms

Duration: 30 minutes

Target: Growing independents and established SMBs

Opening (2 minutes)

"Thanks for taking the time, [Name]. Before I tell you about [Platform], I would love to understand what brought you to this conversation. What is happening in your business that has you looking at e-commerce platforms right now?"

[Let them talk. Take notes. Their answer reveals their primary pain point.]

Discovery Questions (10 minutes)

Value Presentation (10 minutes)

"Based on what you have shared, here is what I think matters most for your business:

[Reference 2-3 specific pain points they mentioned]

Let me show you exactly how we solve those problems."

[Screen share: Show the specific features that address their stated pains. Not a generic demo—a targeted walkthrough.]

"[Similar Merchant] was in almost the exact same situation 8 months ago. They were on [Current Platform] and struggling with [Pain]. Since switching, they have [Specific Result]. I can share their case study if that would be helpful."

Objection 1: "We are also looking at Shopify"

"Totally makes sense—Shopify is a great platform. The merchants who choose us over Shopify typically tell us one of three things mattered: [specific capability], [industry focus], or [support model]. Which of those resonates with where you are?"

If they want depth: "Shopify serves 2 million merchants across every industry. We serve [X] [industry] merchants exclusively. That means our compliance, payment processing, and support team are built specifically for your reality."

If they want control: "Shopify's ecosystem is great if you want simplicity. Our API-first architecture gives you complete control over checkout, data, and integrations. For technically sophisticated teams, that control translates directly to conversion rate improvements."

Objection 2: "The price is higher than we expected"

"I understand budget is important. Let me ask: when you factor in [transaction fees / add-on costs / time spent on workarounds] with your current setup, what is your actual total cost? Most merchants find they are spending 30-50% more than the sticker price."

"Let's do the math together. At your current volume of $[X] GMV, [Platform] costs $[Y]/month all-in. Your current setup at true cost is $[Z]/month. The difference is $[amount], and for that you get [specific capabilities]. Does that change the equation?"

If still too high: "I want to make sure this works for your budget. For merchants in your position, we sometimes offer [annual discount / starter tier / phased upgrade path]. Would one of those help?"

Objection 3: "Switching sounds complicated"

"It can be, which is why we have a dedicated migration team. For merchants your size, the average migration takes [X days], and we handle the product import, theme setup, and testing. You do not lift a finger."

"Here is exactly what the process looks like: [step-by-step]. Our migration success rate is 99.2%, and 94% of migrated merchants say the process was easier than expected. Plus, you keep your old store running until the new one is fully tested."

Objection 4: "We need to think about it"

"Of course. This is an important decision. Can I ask what specifically you need to think through? Is it [confirming budget / getting stakeholder buy-in / comparing alternatives / timing]?"

If budget: "Let's look at the ROI together. At your volume, the break-even point is [X] months."

If stakeholders: "Would it help if I prepared a one-page summary for [decision-maker]?"

If comparison: "What would you need to see from us to feel confident we're the right choice?"

If timing: "What would need to change for the timing to work?"

Objection 5: "I am happy with my current platform"

"That is great—being happy means you made a good choice at the time. Can I ask: when you say 'happy,' does that mean everything is perfect, or are there things you have learned to work around?"

"Most merchants we talk to are 'happy' but still have a wishlist. What is on your wishlist that your current platform has not delivered?"

If truly happy: "Fair enough. Can I send you a brief note on what makes us different, and if your situation ever changes, you will know where to find us?"

Objection 6: "I need to check with my [partner/team/boss]"

"Absolutely. Decisions like this should involve the team. Would it help if I joined a brief call with [Name] to answer their questions directly? I can also put together a one-page summary that makes the decision easy."

"What questions do you think [Name] will have? Let me make sure we address them proactively."

Objection 7: "The contract is too long"

"I understand flexibility is important. We offer [monthly / quarterly / annual] options. The annual plan saves you [X]%, but we are happy to start monthly so you can validate the fit before committing longer-term."

Objection 8: "We are too small for your platform"

"Actually, some of our happiest merchants started at your size. Our [Starter/Basic] plan is designed specifically for businesses like yours. Plus, as you grow, the platform grows with you—no migration needed."

Objection 9: "We are too large for your platform"

"That is exactly why we built [Enterprise/Plus]. We currently serve merchants doing $[X]M in annual GMV, including [Named Customer]. I would love to show you what enterprise-grade looks like on our platform."

Objection 10: "I have never heard of you"

"Fair point—we invest in product over advertising. But [Named Customer 1], [Named Customer 2], and [Named Customer 3] chose us. Would you like to hear why? Also, our G2 rating is [X] with [Y] reviews."

Objection 11: "Your reviews are mixed"

"We are not perfect—no platform is. The reviews that concern me most are about [specific issue]. Here is what we have done to address that: [specific improvement]. Would you like to talk to a merchant who had a similar concern?"

Objection 12: "We need [specific feature]"

"Great—[feature] is [already available on [Plan] / on our roadmap for [Quarter] / available through our integration with [Partner]]. Let me show you exactly how it works."

If not available: "That is not on our current roadmap. Can I understand how critical it is to your operations? If it is essential, I want to be honest about whether we are the right fit."

Objection 13: "Your API is not as good as [Competitor]"

"Can you tell me specifically what you need from the API? I want to make sure I understand your technical requirements. In many cases, our API handles [use case] differently but effectively. Here is the documentation."

Objection 14: "We need custom development"

"Custom development is one of our strengths. We have [X] certified agency partners, and our open API enables any custom integration. [Named Customer] had a similar requirement, and we delivered it in [timeframe]."

Objection 15: "Your support is not 24/7"

"Our [Plan] includes [support hours] with a [X]-hour response time. For merchants who need 24/7, our [Enterprise] plan includes round-the-clock coverage. Let me make sure you are on the right plan for your needs."

Objection 16: "The onboarding seems too complex"

"That is exactly why we built our guided setup wizard. 78% of our merchants are selling within their first week. Plus, your dedicated onboarding specialist handles the technical setup—you just approve the design."

Objection 17: "We are worried about downtime"

"Uptime is mission-critical. Our SLA guarantees 99.99% uptime, and we have maintained 99.97% over the past 12 months. Here is our status page, and I can share our incident history with you."

Objection 18: "Our data is sensitive"

"Security is our top priority. We are SOC 2 Type II certified, PCI DSS Level 1 compliant, and GDPR compliant. Your data is encrypted at rest and in transit. I can share our security whitepaper and put you in touch with our security team."

Objection 19: "We need multi-store support"

"Multi-store management is a core capability on our [Plan] tier. You can manage [X] stores from a single dashboard with unified reporting, shared inventory, and centralized user management. Let me show you."

Objection 20: "Your reporting is not sufficient"

"Our standard analytics cover [X, Y, Z]. For advanced reporting, we integrate with [Looker/Tableau/ShopifyQL], and our API enables custom report building. [Named Customer] built a custom dashboard in [timeframe]."

Objection 21: "We need [specific integration]"

"We integrate with [X] apps directly, and our Zapier connection enables 3,000+ additional integrations. [Specific integration] is [native / available via Zapier / on our roadmap]. Let me confirm the exact sync capabilities."

Objection 22: "Your platform is too complex for our needs"

"I appreciate that. Our [Basic/Starter] plan is designed for simplicity—you get the core features without the complexity. Most merchants find the setup takes under an hour. Would you like to see the simplified dashboard?"

Objection 23: "Your platform is too simple for our needs"

"That is a common first impression because our UI is clean. Under the hood, we handle [complex capability 1], [complex capability 2], and [complex capability 3]. Let me show you the advanced features."

Objection 24: "We had a bad experience with [similar platform]"

"I am sorry to hear that. Can you share what went wrong? I want to make sure we address those concerns specifically. Often, the issue is [common cause], and here is how we handle that differently: [specific difference]."

Objection 25: "Can you match [Competitor]'s price?"

"We do not compete on price alone—we compete on value. When you factor in [transaction fees saved / time saved / additional revenue generated], most merchants find we are actually less expensive at total cost of ownership. Let me show you the math."

"If price is the only factor, [Competitor] may be the better choice. But if [value proposition] matters to your business, I believe we are worth the difference. Would you agree that [value] is worth $[difference]/month?"

Objection 26: "We are not ready to decide this quarter"

"I understand timing matters. What would need to happen for this to be a priority next quarter? I can schedule a brief check-in and have everything ready when you are. No pressure—just want to be helpful when the timing is right."

Objection 27: "We are going to build in-house instead"

"That is a valid option for some companies. Can I ask: what is your budget and timeline for the build? Most in-house builds cost $[X] and take [Y] months. Our platform is live in [Z] days at $[cost]/month. When you factor in maintenance and updates, the math usually favors buying."

Close (3 minutes)

"Here is what I would recommend as a next step: I will set you up with a 14-day trial, and our migration specialist will do a free assessment of your current store. By the end of the trial, you will know exactly what your store looks like on [Platform]—no guesswork, no commitment.

Can we get that started this week?"

Purpose: Re-engage trial merchants who have not set up their store

Channel: Email + Phone

Timing: Day 3 of 14-day trial

Email Version

Subject: "[Name], your store is waiting—and I can help"

Hi [Name],

I noticed you signed up for [Platform] a few days ago but have not had a chance to set up your store yet. Totally normal—life gets busy.

Here is what I would love to do: spend 15 minutes with you this week and set up your core store together. By the end of the call, you will have:

No preparation needed on your end. I will do the work, you just tell me what you want.

Book a time here: [Calendar Link]

Best,

[Your Name]

Success Team, [Platform]

Purpose: Guide a growing merchant to plan upgrade

Trigger: Merchant approaching plan limits or showing expansion signals

Channel: In-app message + follow-up call

In-App Message

"Congratulations! Your store has processed $[X] this month—an [X]% increase from last month.

At your current growth rate, you will hit your [Plan] limits by [Date].

Upgrading to [Next Plan] now would:

The upgrade takes 30 seconds, and we prorate your billing so you only pay the difference.

[Upgrade Now]"

Purpose: Retain a merchant showing churn risk signals

Trigger: Churn prediction score above 66

Channel: Personal call from CSM or executive

"Hi [Name], I am [Title] at [Platform]. I noticed your store activity has slowed down recently, and I wanted to check in personally.

[Pause. Let them speak. Their response reveals the root cause.]

I am sorry to hear that [issue]. That is absolutely something we can address. Here is what I would like to do:

If technical issue: "I am going to connect you directly with [Engineer Name], one of our senior engineers. They will personally resolve this today. I will stay on the line until it is done."

If pricing concern: "I want to understand your situation better. Let me look at your account... It looks like you are on [Plan]. For merchants in your position, we have [downgrade option / annual discount / custom terms]. Let me put together a proposal that works for your budget."

If feature limitation: "That is a capability we are actually building right now. Let me share something with you under confidentiality: our roadmap has [feature] launching in [timeframe]. I would like to give you beta access as soon as it is ready. In the meantime, here is a workaround that [Similar Merchant] has been using successfully."

If competitive evaluation: "I completely understand wanting to explore your options. Before you make any decisions, would you be open to a 20-minute conversation where I understand exactly what you need? If [Platform] truly cannot meet those needs, I will help you find the best alternative. Fair enough?"

Purpose: Recruit a new integration or co-sell partner

Channel: Email + LinkedIn

Target: Technology companies serving overlapping merchant base

Cold Outreach Email

Subject: "[Partner]: Our 2,000 merchants need what you build"

Hi [Name],

I am [Your Name], [Title] at [Platform]. We are the e-commerce platform serving [X] [industry] merchants doing $[X]M in monthly GMV.

I have been following [Partner Company] for a while, and I think there is a significant opportunity for us to work together. Our merchants consistently ask for [capability that Partner provides], and I believe a native integration would be valuable for both of our customer bases.

Here is what I have in mind:

We have done this with [Existing Partner], who saw [X]% increase in signups from our merchant base in the first 90 days.

Would you be open to a 20-minute call next week to explore this?

Best,

[Your Name]

Purpose: Recover a merchant who previously canceled

Channel: Email sequence + phone

Timing: 30, 60, and 90 days post-churn

Day 30 Email

Subject: "What is new at [Platform] since you left"

Hi [Name],

It has been about a month since you moved on from [Platform]. I hope your new setup is working well for you.

I wanted to reach out personally because we have shipped some significant updates since you left that directly address the reasons many merchants told us they were leaving:

I would love to show you what has changed. No pressure to come back—but if you are curious, I will set up an extended 30-day trial with white-glove re-onboarding.

Worth a conversation?

[Your Name]

Day 60 Email

Subject: "50% off your first 3 months if you come back"

Hi [Name],

We miss having you as part of the [Platform] community. Our merchants miss you too—[Specific Merchant] asked about you last week.

I have been authorized to offer you an exclusive return package:

This offer expires in 14 days. Want to chat?

[Calendar Link]

[Your Name]

Purpose: Recruit quality developers to build apps for your marketplace

Channel: Email + Community

Target: Developers with relevant app experience

Outreach Email

Subject: "Build for [X] merchants who desperately need your app"

Hi [Name],

I came across your work on [App/Project] and was impressed by [specific detail].

I am [Your Name] from [Platform]. We are a growing e-commerce platform with [X] active merchants in the [industry] space, and we are actively recruiting developers to build apps for our marketplace.

Here is why this matters for you:

I think [specific app idea] would be incredibly valuable to our merchants. Would you be open to a 15-minute conversation about the opportunity?

Best,

[Your Name]

Developer Relations, [Platform]

Purpose: Strategic review with high-value merchant to drive retention and expansion

Duration: 45 minutes

Frequency: Quarterly

Agenda

1. Performance Summary (10 minutes)

"Let me start by sharing what we have seen from your store this quarter.

Compared to similar [industry] merchants on our platform, you are in the top [X]% for [metric]."

2. Platform Value Quantified (10 minutes)

"Let me show you exactly what [Platform] has delivered this quarter:

That is a [X]% return on your platform investment."

3. Growth Opportunities (15 minutes)

"Based on your data, I see three specific opportunities for next quarter:

Which of these resonates most with your goals for next quarter?"

4. Feedback and Roadmap (10 minutes)

"Before we wrap, I want to hear from you. What is working well? What is frustrating? What is on your wishlist?

[Take detailed notes. Share relevant roadmap items.]

I am going to personally follow up on [specific item] by [date]. And I will make sure our product team hears about [feedback]."

Purpose: Final-stage sales conversation with enterprise decision-makers

Duration: 45 minutes

Target: $1M+ GMV merchants, multi-store operators

Opening

"[Name], I appreciate you making time. Before we discuss specifics, I want to understand: what does success look like for you 12 months from now? Not just for the platform decision, but for your business overall."

[Enterprise buyers want strategic partners, not vendors. Listen for business outcomes, not feature requirements.]

Strategic Alignment

"Based on what you have shared, here is how I see [Platform] fitting into your strategy:

[Connect 3 platform capabilities to their stated business goals]

This is not just about e-commerce software. This is about [business outcome]."

Risk Mitigation

"For a decision this size, risk is a real concern. Here is how we eliminate it:

Investment Discussion

"For the scope we have discussed—[X stores], [X staff], [X GMV]—your investment would be $[X]/month on our Enterprise agreement.

That includes everything: platform, all features, dedicated support, SLA guarantees, and quarterly executive reviews.

Based on the GMV projections you shared, your effective platform cost would be [X]% of revenue—well below the industry average of [X]%.

Does that investment level work within your budget framework?"

Close

"I would like to propose a next step: our solutions engineer will conduct a technical architecture review with your team this week. By Friday, you will have a complete implementation plan with timeline, resource requirements, and risk mitigation.

From there, we can schedule the formal proposal presentation for [specific date].

Shall I get that architecture review scheduled?"

Purpose: 5-minute investor pitch for Series A or strategic funding

Target: VC or strategic investors evaluating e-commerce platform investments

"[Platform] is the e-commerce infrastructure for [specific merchant segment]—a $[X]B market that Shopify, WooCommerce, and BigCommerce cannot adequately serve.

The problem: [X] million [segment] merchants struggle with [specific pain]. Existing platforms treat them as an afterthought, resulting in [specific consequence].

Our solution: The only compliance-first, industry-specific e-commerce platform built exclusively for [segment]. We handle [specific capability 1], [specific capability 2], and [specific capability 3]—none of which generalist platforms offer natively.

Traction: [X] merchants, $[X]M ARR, [X]% YoY growth, [X]% net revenue retention, [X]:1 LTV:CAC.

The market: [X] addressable merchants in our initial niche, expanding to [X] in adjacent segments.

Unit economics: $[X] CAC, $[X] LTV, [X]-month payback, [X]% gross margins.

The ask: $[X]M to scale from [current] to [target] merchants in 18 months.

Use of funds: 40% product, 35% sales and marketing, 15% international expansion, 10% operations.

I would love to dive deeper. Are you open to a full presentation this week?"

Clozo Academy Premium Curriculum — 27 Objections, 10 Scripts

These scripts are designed for adaptation to your specific platform, market, and merchant segments.