---
plugin: hormozi-gtm
plugin_version: {{plugin_version}}
command: objections
version: 1
status: draft
created: {{ISO8601}}
client: {{company_slug}}
product: {{product_slug}}
segment: {{icp_subset_or_general}}
frameworks:
  -value-equation
  -grand-slam-offer
  -pricing-playbook
  -guarantees
humanizer_pass: false
humanizer_mode: n/a
voice: raw
language: {{language}}
audit_ref: {{path_or_null}}
parent_version: {{prior_version_path_or_null}}
---
 
# Objections Matrix — {{product_name}}
 
## TL;DR
 
**Total objections mapped:** {{N}}
**Dominant root cause:** {{Offer | Price | Timing | Trust}} ({{N}}% of objections)
**Structural recommendation:** {{in 1-2 sentences}}
 
---
 
## Distribution by root cause
 
| Category | Count | % | Diagnosis |
|---|---|---|---|
| Offer | {{N}} | {{X}}% | {{1 sentence}} |
| Price | {{N}} | {{X}}% | {{1 sentence}} |
| Timing | {{N}} | {{X}}% | {{1 sentence}} |
| Trust | {{N}} | {{X}}% | {{1 sentence}} |
 
---
 
## Top objections (with word-for-word script)
 
### Objection 1: "{{typical prospect line}}"
 
**Root cause:** {{Offer | Price | Timing | Trust}}
 
**What the objection actually means:** {{2-3 sentences. Often different from what the prospect says out loud. E.g. "It's expensive" can mean "I don't see enough value" or "I don't have budget right now" — those are different reframes.}}
 
**Qualifying question (before the reframe):**
 
> "Before I answer, can I understand one thing? {{specific question that separates the real type of objection, e.g. 'Is it the price itself, or the budget available this quarter?'}}"
 
**Reframe (word-for-word script):**
 
> "{{2-3 sentences. Direct Hormozi voice. No 'I completely understand'. The reframe attacks the root, not the symptom. Ends with a question that moves to the next step.}}"
 
**Offer-side mitigation:**
 
{{Structural change that makes this objection show up less. E.g. "Adding a conditional guarantee cuts the 'what if it doesn't work' objection in ~70% of cases."}}
 
**Expected success:** {{X}}% of prospects move forward after the reframe (estimate based on pattern matching with comparable cases)
 
---
 
### Objection 2: "{{typical line}}"
 
[same structure]
 
---
 
### Objection 3: "{{typical line}}"
 
[same structure]
 
---
 
## Secondary objections (summary matrix)
 
| Prospect line | Root cause | Reframe (1 line) | Mitigation |
|---|---|---|---|
| "{{...}}" | {{cat}} | "{{...}}" | {{...}} |
| "{{...}}" | {{cat}} | "{{...}}" | {{...}} |
| "{{...}}" | {{cat}} | "{{...}}" | {{...}} |
 
---
 
## Structural recommendations
 
Based on the distribution:
 
{{If Offer dominates (≥40%):}}
-**Run `/hormozi-gtm:audit`** — the root problem is the Value Equation, not objection copy.
-Focus on the most broken vector (usually Probability).
 
{{If Price dominates (≥40%):}}
-**Run `/hormozi-gtm:pricing`** — the tiering may be wrong or the anchoring missing.
-Consider adding a Platinum decoy to make Gold the "obvious" choice.
 
{{If Timing dominates (≥40%):}}
-**Reinforce genuine scarcity** (skill `scarcity-urgency`).
-Consider adding operational urgency (cohort, capacity, deadline).
 
{{If Trust dominates (≥40%):}}
-**Audit founder-market fit** (skill `founder-market-fit`).
-Add visible cases to the LP, video testimonials, media.
 
---
 
## Suggested training
 
**Sales-call role-play (30min):**
1.Closer presents the offer (2min).
2.SDR/consultant fires 3 objections from the matrix (1 from each category).
3.Closer applies the reframe.
4.Debrief: what worked, what sounded canned, what needs refining.
 
**Repeat 1x/week until the reframes feel natural (4-6 weeks typical).**
 
---
 
## Success metrics
 
| Metric | How to measure | Target |
|---|---|---|
| Reframe rate | % of objections reframed successfully | ≥ 70% |
| Close rate post-reframe | % that closes after the objection | ≥ 40% |
| Dominant objection shifts? | Re-group objections after 30 days | A different distribution = the offer evolved |
 
---
 
*Objections matrix generated by the hormozi-gtm plugin. Alex Hormozi persona applied. Internal diagnostic — raw voice, no humanizer.*