Humanda
Co-Sponsor Sales Playbook
Initial Call Script
Foundation
Conversation Flow
Objection Scripts
Close Signals
Do's & Don'ts
Phase 1 — Current State · Use As Proof
2
Active brokers
$100M+
Deal flow surfaced
2
Contracts on table
3+
Brokers onboarding
Mike (Broker 1) surfaced $100M+ in deal flow in his first few weeks. Two contracts are on the table — one with Paychex, one with Medvectis. Kevin (Broker 2) is actively building pipeline. Three more brokers onboard this week. Humanda is currently the sole sponsor — no co-sponsors yet. Building toward 50 brokers in Phase 1.
For cold outreach — not LinkedIn warm leads
Cold Call Opener — First 30 Seconds
When They Pick Up Cold
"Hey [Name] — this is [Your Name] with Humanda. Quick question before I explain why I'm calling: does your company sell to business owners or the advisors who serve them? [Let them answer.] Good — reason I ask is we've built a channel distribution model that puts your product in front of the business brokers already working those relationships, without you having to build that channel from scratch. It takes about 30 seconds to explain. Do you have that?"

The opener does three things: Qualifies them immediately (do they sell to SMB owners or their advisors), creates curiosity without a pitch, and asks permission before explaining. Never lead with price, product name, or "I'm calling about a sponsorship opportunity."

When they ask "is this real / do you have proof?"
The Proof Script — Use Specific Names
Say This — Word For Word
"Here's what we have right now: two active business brokers — Mike and Kevin — in the program. In his first few weeks Mike has surfaced over $100 million in deal flow. Two contracts are on the table from companies your brokers are already talking to — one with Paychex, one with Medvectis. Three more brokers are onboarding this week. Humanda is funding this entire program ourselves right now — no co-sponsors yet. That's exactly why we're opening co-sponsor slots at Phase 1 pricing before we scale."

Never say: "We have brokers in the network." That's vague. Always say: Mike. Kevin. $100M+ deal flow. Paychex. Medvectis. Specificity is credibility — generality is a sales pitch.

When they ask "what actually happens after I pay?"
Post-$999 Timeline — Know This Cold
1
Same day — Intake form sent
You complete the sponsor intake: your product, target customer, NAICS codes, deal size range. This drives broker matching — the more specific, the better the fit.
2
Within 48–72 hours — Integration begins
Your product is built into the broker-facing systems — onboarding materials, messaging sequences, and the broker script. The broker doesn't just hear your name — they know what you do.
3
Fit call scheduled — You meet the broker
You and the broker review each other. Both sides approve the match. If it's not right, we keep going until it is. You are not locked into a broker you didn't approve.
4
Match confirmed — $1,500/month begins
Monthly sponsorship activates only after the broker match is confirmed by both sides. Month-to-month after the first month — no long-term lock-in.
Say It This Way On The Call
"Here's what happens after the $999: same day we send you the intake form — that's where you tell us your product, your ideal customer, your NAICS codes. We use that to match you. Within 48 hours your product is integrated into our broker-facing systems — not just mentioned, actually built in. Then we schedule your broker fit call. You meet the broker, they review you. Both sides approve. If it's not the right fit, we keep going. Monthly sponsorship only kicks in once you've approved the match. Month-to-month after that — no lock-in."
When they ask "am I locked in?"
Commitment Terms — Be Direct
The Honest Answer
"The $999 setup fee is non-refundable — that covers the integration work regardless of what happens next. After that, monthly sponsorship is month-to-month. Cancel anytime after the first month. If a broker match isn't working — not introducing your product, not engaging — we find you a new match. That's on us. We're not trying to hold you to a relationship that isn't producing."

Why this works: Transparency on the $999 non-refundable piece builds more trust than hedging it. They were going to ask. You answered before they had to. That's the move.

Broker cost structure — know this for context
Phase 1 Breakpoint Schedule
Stage Enrolled Clients Broker Pays Sponsor Covers
BP0 — Entry0$5,000/mo$0
BP1 ★ Lock-In1$3,000/mo$2,000/mo
BP22$2,000/mo$3,000/mo
BP33$1,250/mo$3,750/mo
BP44$500/mo$4,500/mo
BP5 — FREE TIER ✓5$0$5,000/mo
BP6–96–9$05–10% rev share
BP10+ (cap)10+$015% — capped

Humanda funds up to $60,000 per year — $5,000/month — for the right broker's marketing pipeline. As a co-sponsor, you contribute $1,500/month per broker slot. Humanda covers the remaining $3,500. Together the broker gets their full $5,000/month marketing budget. As the broker enrolls clients their cost drops — your $1,500 stays fixed while your product gets introduced to more clients.

Key Links — Send After Call
📅 Broker Fit Call: calendly.com/d/cynt-nkv-stq
🌐 Co-Sponsor Landing: channelwedgecosponsor.netlify.app
📋 Co-Sponsor Contract: humanda-cosponsor-contract.netlify.app
Memorize this first — non-negotiable
The 30-Second Product Definition

This is the single most important thing in this playbook. Every time a prospect asks "what does the $999 actually buy?" — this is the answer. Know it cold.

The Clean Frame — Say This Word For Word
"This isn't a broker purchase and it isn't just a sponsorship slot. The $999 gets your company integrated into our ChannelWedge infrastructure — your product is built into our broker-facing systems, messaging, and sponsor onboarding. Then we begin introducing you across the broker network we're already funding. Once we find the right broker fit, that's when the monthly sponsorship kicks in against that broker's marketing costs."
What this does: It defines the product in one paragraph. The prospect no longer has to work to understand what they're buying. You stop answering the same question six different ways.

Critical distinction: You are selling integration into a distribution infrastructure — not a specific broker, not "Mike," not a sponsorship slot. The broker is the output of the process, not the product. Lead with the system. Use the broker as an example of what success looks like inside that system.

The Frame That Changes Everything
Power Dynamic Reframe — Use This Early
The Pre-Built Relationship Frame — Drop This Before Minute 2
"You've probably spent real money trying to get in front of business brokers directly. Outbound, events, partnerships — brokers are relationship-driven and hard to reach at scale. We've already done that work. We have brokers in the network we're funding right now. You're not buying access — you're buying a pre-built relationship that already exists. The $999 just gets your company into the room."

The moment a prospect says "we could just reach brokers ourselves" — this kills that objection before it becomes an argument. You've already done what they're describing. They're not choosing between two paths. They're choosing to join a path that already exists.

Use Once, Then Move On
The Investment Credibility Line
Say This Once — Never Repeat It As A Defense
"We put $150,000 into this model before asking a co-sponsor for $999. That's how asymmetric the ask is on purpose."
Use it to: Establish credibility and skin-in-the-game early in the conversation.
Never use it to: Defend yourself against a structural objection. If you're repeating this to justify the price, you've already lost the frame. Answer the real objection instead.
The ANES Framework — Use This For Every Objection
Acknowledge → Answer → Evidence → Next Step

Every objection gets this four-part structure. No exceptions. If you find yourself going longer than 90 seconds on one objection, you've broken frame. Cut to the next step.

A
Acknowledge
"That's a fair push. I want to make sure I'm solving the right objection."
N
Answer
One direct sentence. Not three paragraphs. Not multiple angles. One answer.
E
Evidence
"The reason I can say that confidently is..." — one specific proof point.
S
Next Step
"If that makes sense, the next step is..." — always close to a commitment.
LinkedIn → Call → Close
Full Conversation Arc
1
LinkedIn Connection Request — No Pitch
This is a connection, not an opener. Never pitch in the connection request.
"Hey [Name]! I believe you share the same ideal channel partners as my company... Business Brokers. I was thinking you might be able to pair up with us as a co-sponsor which gets your product pushed right alongside ours. If interested let's connect!"
2
M1 — After Connection Accepts
Goal: One reply. Not a close. State what this is in one clean paragraph and ask a qualifying question.
"Thanks for connecting [Name]. To give you the short version — Humanda funds business broker marketing up to $5,000/month. Brokers introduce us to the founders and executives they work with daily. We're opening co-sponsor slots where a company like yours gets introduced through those same broker conversations, for $1,500/month per slot. The $999 setup fee gets your company integrated into our broker-facing systems first. Does introducing your product through active broker relationships make sense for where you are right now?"
3
M2 — They Show Interest / Ask Questions
Goal: Answer their single biggest question and ask for the call. Do not answer all questions over text.
"Happy to answer that — and a few of your other questions are better answered live with the full picture in front of you. The 20-minute version covers how the broker matching works, what success looks like, and whether this is the right channel for your company right now. Does Tuesday or Wednesday work for a quick call?"
4
The Call — First 2 Minutes
Drop the 30-Second Product Definition and the Power Dynamic Reframe before taking any questions. Set the frame before they push on it.
"Before I go into the full picture — let me just tell you exactly what the $999 buys so we can skip the most common confusion. This isn't a broker purchase and it isn't just a sponsorship slot. The $999 gets your company integrated into our ChannelWedge infrastructure. We build you into our broker-facing systems, messaging, and onboarding. Then we introduce you across our funded broker network until we find the right fit. Monthly sponsorship applies once that match is made. Quick context: We've probably put more into building this than you'll spend in six months of co-sponsorship — and we did that before asking co-sponsors for a dollar. That's how asymmetric the ask is. Now — what would make this an obvious yes for your company?"
5
Mid-Call — Objection Phase
Use ANES. One answer, one proof point, one next step. Stop selling the concept the moment they give you a path to yes.
See Objection Scripts tab for exact language per objection.
6
The Close — The Moment They Give You a Path
The instant a prospect says "if X is true then I'd move forward" — stop explaining and close. Do not keep selling.
"Perfect. Then here's what we do right now: I'll send you the $999 payment link, the sponsor intake form so we can start your integration, and a scheduling link for a fit call with one of our active brokers. If that broker is the right match, we're done. If not, we keep going until we land on the right one. Does Tuesday or Wednesday work to get that call on the calendar?"
Payment link (send this): buy.stripe.com/dRm6oG2A2cSK66wgwxasg01  ·  Fit call: calendly.com/d/cynt-nkv-stq
7
After Call — Same Day Follow-Up
Send within 2 hours. Three things only: payment link, intake, calendar link. No long recap email.
"Great talking today [Name]. Three things as promised: Payment / setup: https://buy.stripe.com/dRm6oG2A2cSK66wgwxasg01 Sponsor intake: [intake form link] Broker fit call: https://calendly.com/d/cynt-nkv-stq Let me know if anything is unclear before we get started."

Every objection uses Acknowledge → Answer → Evidence → Next Step. If your answer runs past 90 seconds, you've broken frame. Cut to the next step and let them react.

"What does the $999 actually buy me?"
#1 Most Common›
A
Acknowledge
"That's the right question and I want to answer it directly because this is where most confusion comes from."
N
Answer
"The $999 gets your company integrated into our broker distribution infrastructure — built into our systems, messaging, and broker onboarding. Then we begin introducing you across the broker network we're already funding. Monthly sponsorship applies once we find the right broker fit."
E
Evidence
"The reason that integration matters is because the broker isn't just hearing your name — they're being trained on your product as part of their onboarding with us, so the introduction actually means something."
S
Next Step
"If that's the product you're evaluating, the next step is a 20-minute call where I can show you the broker matching process in real terms. Does Tuesday or Wednesday work?"
Never Say This
"It's just the cost to get started" or "think of it as a setup fee." Both sound cheap and non-committal. The $999 buys something specific. Say what it is.
"Why should I do this now instead of waiting 60–90 days for proof?"
Timing›
A
Acknowledge
"That's a fair position. If the only advantage of timing was first-mover, I'd probably wait too."
N
Answer
"Phase 1 is the floor price and the longest window — 12 months. Phase 2 costs more and gives you 6 months. The co-sponsors who come in at Phase 1 are also getting integrated first, which means first pick on broker matching before those slots fill."
E
Evidence
"We've already had sponsors join in the first week of opening this up. The brokers getting onboarded right now are the same ones available to Phase 1 co-sponsors. In 60 days some of those slots won't be open."
S
Next Step
"If the timing concern is purely about proof, I'd rather get you in front of an active broker now than explain case studies in 90 days. Does that call make sense?"
Never Say This
"We're going to be huge" or "this is going to blow up." Future-state claims with no near-term evidence kill trust in a skeptical buyer. Stick to what's real now.
"What happens if the broker doesn't actually push my product?"
Risk›
A
Acknowledge
"That's the performance risk and I want to be honest about it rather than pretend it doesn't exist."
N
Answer
"There's no guaranteed number of introductions — we don't promise that. What the structure does is align the broker's incentives: they're trying to enroll clients so they can reduce their own marketing costs. Your product being introduced is part of that. A broker who isn't engaging isn't benefiting from the program either — which means we'd be looking for a better fit anyway."
E
Evidence
"We also have the ability to introduce you to additional brokers if the first fit isn't working. The matching process doesn't end at one placement."
S
Next Step
"The best way to evaluate broker engagement is to actually talk to the broker we'd match you with first. That's what the fit call is for. Want to get that on the calendar?"
Never Say This
"Don't worry, the broker will definitely push you." You can't promise broker behavior. If you do and it doesn't happen, you've broken trust permanently.
"How do you determine broker fit? Do I get to approve the broker?"
Process›
A
Acknowledge
"Yes — and broker approval is actually a built-in part of the process, not an afterthought."
N
Answer
"We match based on your product's target customer, the NAICS codes the broker works in, deal size, and where your product fits in the M&A timeline. You get introduced to the broker before anything is committed. The broker also reviews you. If either side isn't the right fit, we keep going."
E
Evidence
"This is essentially a structured matchmaking process. The $999 covers the integration work that happens before any match is made — so you're already in the system and ready when the right broker comes along."
S
Next Step
"The intake form we send post-setup is where we capture your broker profile. That's what drives the matching. Does this structure make sense?"
"We could just reach brokers ourselves for less money."
Risk›
A
Acknowledge
"You absolutely could. Brokers aren't impossible to reach — they're just slow to trust."
N
Answer
"What you'd be buying by going direct is a list of names and the time and relationship-building required to get them to actually introduce you to anyone. What we're offering is a broker who already trusts us, who is already active, and who has a financial incentive to make introductions as part of their existing program."
E
Evidence
"Brokers are relationship-driven and notoriously hard to reach at scale. We've already done that work — and we're funding it every month. You're buying a pre-built relationship, not an outbound list."
S
Next Step
"If your team is already spending on broker outreach, this replaces that spend with a warmer channel. Worth a 20-minute call to compare?"
"I'm not guaranteed a specific broker — that concerns me."
Process›
A
Acknowledge
"You're right that we don't guarantee a specific name before setup, and that's worth explaining."
N
Answer
"If we named a specific broker before you were even in the system, that would mean we're selling the same broker to every co-sponsor — which is actually the bad version of this. The match comes from the intake process, not a pre-set assignment."
E
Evidence
"We have active brokers in the network right now. The fit call lets you evaluate whether the first introduction makes sense before any monthly commitment begins."
S
Next Step
"The fastest way to answer this concern is to put you in front of a broker directly. That's literally the purpose of the fit call. Does Tuesday or Wednesday work?"
"You're pre-beta — why would I sponsor something that isn't proven yet?"
Proof›
A
Acknowledge
"That's a completely reasonable concern for any early-stage opportunity. Let me separate what's pre-beta from what isn't."
N
Answer
"The B-VDR software platform is pre-beta. The broker distribution model — the sponsored marketing channel, the calling campaigns, the onboarding — is live and running. You're not waiting on the tech. You're buying into the channel that exists right now."
E
Evidence
"We have brokers enrolled in the program today. We are funding their marketing right now. The co-sponsorship is plugging into something already operating — not waiting for something to launch."
S
Next Step
"The fit call puts you directly in front of an active broker. That should answer the 'is this real?' question better than anything I can say. Want to do that?"
"What's my ROI? How do I justify this internally?"
Pricing›
A
Acknowledge
"I don't love projecting ROI before we know which broker you're matched with and what your close rate looks like — so let me give you the honest version."
N
Answer
"The model is simple: if one broker introduces your product to the founders and executives they're already working with every month, and your average deal size is meaningful, the math works fast. The question is whether the broker's client profile matches your buyer profile — which is exactly what the intake and fit call determine."
E
Evidence
"We also give the broker a flat commission on any client they introduce who becomes your customer. That's a separate incentive on top of the cost reduction they're already getting."
S
Next Step
"I'd rather you see the broker first and do the math yourself than take my word on projections. Does Tuesday or Wednesday work for that call?"
"How many brokers do you actually have in this network right now?"
Proof›
A
Acknowledge
"Fair question — I'm not going to give you a number that sounds bigger than it is."
N
Answer
"Two active right now — Mike and Kevin. Three more onboarding this week. We're in Phase 1, building deliberately toward 50. That's the honest picture."
E
Evidence
"Mike alone surfaced over $100 million in deal flow in his first few weeks. Two contracts are on the table — Paychex and Medvectis. That's from two brokers in under a month. The number isn't 200 — the results are real."
S
Next Step
"The fit call puts you in front of one of those brokers directly. That answers the 'is this real' question better than I can. Tuesday or Wednesday?"
"What happens after the first month if the broker isn't introducing my product?"
Risk›
A
Acknowledge
"That's the performance question — and I'd rather answer it honestly than oversell what we can guarantee."
N
Answer
"Monthly sponsorship is month-to-month after the first month. Cancel anytime. If a broker isn't engaging — not introducing your product, not active — we don't ask you to keep paying for a relationship that isn't working. We find you a new match. That's on us."
E
Evidence
"The broker's financial incentive is already aligned — they're reducing their own marketing costs by enrolling clients, which means introducing your product is in their interest. A broker who isn't introducing anyone isn't benefiting from the program either. We'd want to replace that match regardless."
S
Next Step
"The fit call is actually where you evaluate whether the broker is someone you'd trust with your product before any of this starts. That's the right filter. Tuesday or Wednesday?"

The biggest mistake in the roleplay was continuing to sell after the buyer gave a path to yes. When you see a green signal — stop explaining and close immediately. Every additional sentence you add after a close signal is a sentence that can reopen doubt.

Recognize These Immediately
Close Signals vs. Objection Signals
✓ Green — Close Right Now
"If X is true, then I'm willing to move forward."
"What does the next step look like?"
"OK so walk me through how the payment works."
"I can see how this could make sense for us."
"Assuming the broker fit is right, I'd do it."
"So what's the $100 deposit about?"
Any question about logistics, timeline, or payment.
⚠ Yellow — One More Answer, Then Close
"I'm interested but I want to understand X first."
"This could work — how does the broker matching actually happen?"
"What kind of companies are already co-sponsoring?"
"I'd need my partner/CEO/team to see this."
"Can you send me something I can forward?"
The Only Close You Need
The Binary Close — Always Tuesday or Wednesday
Use This For The Fit Call / Payment Step
"Perfect. Then here's what we do: I'll send the payment link for the setup, the sponsor intake form, and the scheduling link for the broker fit call. If that broker is the right match, we're done. If not, we continue matching. Does Tuesday or Wednesday work better for the fit call?"
Why "Tuesday or Wednesday?" An open question ("when works for you?") lets the buyer defer forever. Two specific options force a decision. One of them will usually work. If neither does, they'll tell you which day does — which is still a yes.
When They Say "Let Me Think About It"
"I hear that. What's the piece you're still working through? I'd rather solve the real hesitation now than have you come back to a different version of the same concern in a week."
Why: "Let me think about it" is almost never about thinking. It's about an unanswered objection or a missing piece of conviction. Diagnose it, don't accept it.
What the Roleplay Revealed
Hard Rules — Enforce These In Every Rep
✓ Always Do This
✓
Drop the 30-second product definition in the first 90 seconds of every call — before they ask.
✓
Use the pre-built relationship frame when they mention going direct.
✓
Answer objections with ANES. One answer, one proof, one next step. Done.
✓
Close with "Tuesday or Wednesday?" every time. Never leave a call without a specific date.
✓
Stop selling the moment the buyer gives you a path to yes. Close immediately.
✓
Distinguish what's "pre-beta" (the software) from what's live (the broker channel).
✓
Use the broker as a proof point — not as the product. Sell the system first.
✓
Use urgency inversion: Phase 1 is the floor price and the longest window.
✗ Never Do This
✗
Never say "if you're fretting over $999 maybe we're not a fit." That misreads the objection and breaks trust.
✗
Never use the $150k investment as a repeated defense. Say it once. Move on.
✗
Never answer the same objection from multiple angles at once. One answer only.
✗
Never name a specific broker as the product. The system is the product. The broker is an example.
✗
Never guarantee broker performance. You can't promise what the broker will do.
✗
Never answer all questions over text. Move qualifying questions to the call.
✗
Never say "we're going to be huge" or project unproven future-state outcomes.
✗
Never leave a call without the next step locked to a specific date.
From The Roleplay Teardown
The 5 One-Line Coaching Fixes
1
Define the product in 30 seconds — before they ask.
The single biggest leak in the roleplay. The buyer dragged this out over 15 minutes. It should be volunteer information in the first 90 seconds of every call.
2
Diagnose objections — don't react to them.
"If the concern is the amount, that's one conversation. If the concern is the structure, that's a different one." Know which one you're solving before you answer.
3
Sell the model — use the broker as evidence of the model.
Model → setup fee → matching process → broker economics → then "here's an example of what that looks like in practice." Never reverse this order.
4
Close when the buyer gives you the path — not after one more explanation.
The moment they say "if X is true I'd do it" — that's the close. Not the signal to keep explaining X. Close immediately and lock the date.
5
Shorten every answer by half.
If your objection response is longer than 4 sentences, cut it. You won the logic but lost the clarity. Skeptical buyers need a direct answer — not a complete picture of the entire business model every time they push.