CP Cold Call Guide — Prymo / Humanda™

Who is calling

Prymo LLC — calling on behalf of a sponsor ({sn}). You are the marketing execution arm. The sponsor is the gift-giver.

The Hook

A company wants to fund your marketing. Potentially for a full year. You are delivering a sponsored opportunity, not selling a subscription.

Scarcity & Dead Lead Rule

50 channel partners max. Structurally true — not manufactured urgency. If there's no deal flow and no fit, move on immediately.

Step 1

Open — The Gift Hook

Earn 60 seconds

0:00–1:00

Step 2

Frame the Offer

Explain what sponsored means

1:00–3:00

Step 3

Qualify Deal Flow

3 questions, listen hard

3:00–6:00

Step 4

Value Their Win

Tailor to what they told you

6:00–9:00

Step 5

Close or Pass

Specific date or clean exit

9:00–12:00

The Opener — Lead With the Gift

Goal: earn 60 more seconds

0:00–1:00

Rep — Standard Open

Hey [Name], this is [Your Name] with Prymo. Quick question before I explain why I'm calling — do you have literally 60 seconds? I'm reaching out because we have a company that wants to sponsor the marketing costs for a select group of professionals in the M&A space, and your name came up as someone who might be a strong fit. I want to make sure I'm not wasting your time before I go any further.

The phrase "wants to sponsor your marketing costs" is the hook. People lower their guard when they feel chosen rather than sold to. You are delivering something set aside specifically for them. Do not rush past it — let it land.

They say

"Sure, go ahead"

Move immediately to Step 2. No small talk.

They say

"I'm busy / not interested"

"Completely fair — I'll give you the one-liner and you can decide. A company in the M&A space wants to cover the marketing costs for up to 50 professionals who work with business buyers and sellers. The program delivers pre-qualified seller appointments to your calendar — you don't do the outbound work. If that's genuinely not interesting, I'll let you go." Then stop talking.

They say

"Who is the sponsor?" — before Step 2

"The sponsor is {sn} — they built the world's first Behavioral Virtual Data Room for M&A. Happy to explain what that means for you specifically in about 30 seconds. Can I do that?" Then move to Step 2.

Humanda Rep only: "I work for the company doing the sponsoring — {sn}. We built the world's first Behavioral Virtual Data Room for M&A. Can I take 30 seconds to explain what that means for you?"

Never dodge a direct question about who the sponsor is. Name them immediately and bridge straight back to the value. One evasive answer ends the relationship permanently.

Phase 1 Social Proof — Use This When They Need Evidence
Deploy after the hook lands or in response to "how do I know this is real?"

Rep

"We're in Phase 1 right now — the first group of channel partners we brought in deliberately. We have two active brokers getting leads as we speak and three more starting this week. There's no pressure to join — I'm not going to tell you the world ends if you wait. But I do want to be straight with you about one thing: there's a pecking order.

As new co-sponsors come in — and we have companies actively lining up to cover the $1,500 monthly cost entirely for a broker — the brokers who are already in the program get first shot at those introductions. So if a co-sponsor says they want to cover marketing costs for five brokers, the five brokers already enrolled get those conversations first. The brokers who came in later go to the back of the line.

So there's no rush — but there is a real order of operations."

What Co-Sponsors Are — context if they ask

"Co-sponsors are companies that want channel partners introducing their services alongside {sn}'s platform. They cover the $1,500/month cost for you — so instead of your share decreasing as clients enroll, it starts at zero from day one. We don't promise a co-sponsor match, but we do match them in order of enrollment. The earlier you're in, the higher you are on that list."

Frame the Offer — What "Sponsored" Actually Means

Goal: make the economics clear before they ask

1:00–3:00

Rep

Here is how it works. The sponsor has set aside up to $60,000 — a full year's worth of marketing budget — for the right channel partner. That works out to $5,000 per month. That budget pays for everything: That budget pays for everything: our team at Prymo processes 1,000 qualified contacts every month on your behalf — CEOs, founders, and executives only — and we deliver confirmed, calendar-ready appointments to you. You don't do the outbound. You show up to your calendar.

The sponsor covers the majority of that cost. As your clients enroll onto the {sn} platform, your share of the cost drops. If you reach the Free Tier quickly — which some partners do in the first month — the sponsor covers your marketing costs for the rest of the Sponsorship Window. Phase 1 Free Tier: 5 enrolled clients. Phase 2 Free Tier: 6 enrolled clients.

And there are only 50 channel partner slots available for this sponsorship. Once those are filled, this specific program closes.

The "full year free" framing is accurate — don't guarantee it as a day-one certainty, but don't undersell it. Some partners genuinely hit it in month one.

If They Ask "What Happens After the Free Tier?"

"Once you hit the free tier, the marketing costs stay at zero — and it flips. Every client who stays enrolled on the {sn} platform generates a monthly revenue share back to you. So the program goes from costing you nothing to actually paying you on a recurring basis for every active license your clients are running. That income continues as long as the client stays enrolled — it doesn't end when the deal closes."

This is the angle that separates this from every referral program they've tried. Most programs pay once on a transaction. This pays monthly as long as the relationship exists. Use it when they push on long-term value.

If They Ask "What's the Catch?"

"There's no catch — you introduce the {sn} platform to your clients as part of your normal deal process, and as they enroll, your cost decreases. The sponsor is funding this because they need channel partners who have deal flow. You have deal flow. They have marketing budget. It's a direct trade."

If They Ask: "How Do I Know the Callers Are Good?"

Rep

"That's the right question — and the answer is simpler than you'd expect. The person you're talking to right now? That's your caller. We run a hybrid model — the rep who qualifies you is the one who works your list. So if you like how this conversation is going, you're already previewing what your outreach will look like.

And we're contractually accountable. If every number on that list isn't dialed each month, or if appointment quality drops to a point where it's not delivering, we're on the hook — either we replace the entire list at no cost or we refund the money. No gray area there.

The other thing worth mentioning: we also run email sequences as a backup. Brokers who didn't get a scheduled event from the dial campaign get priority placement in the email marketing the sponsor is already funding. That's not a promise — it's a bonus — but it's in your corner."

The Hybrid Rep Point Is Critical — Don't skip it

Most lead services separate the seller from the fulfiller. The Curious Skeptic will probe this immediately. "So you're making these calls?" — the answer is yes. Own it. It builds credibility faster than any metric you could cite.

Qualify — Three Questions, Listen Hard

Goal: confirm deal flow and find their pain

3:00–6:00

Rep — Transition

Before I go any further — can I ask you three quick questions to make sure this is actually a fit? I don't want to waste your time if it's not.

Question 1 — Deal Flow (The Gate Question)

"How often do you find yourself working with business owners or executives who are thinking about selling, buying, or going through some kind of major transaction — even if that's not your primary service?"

You need a yes here. An HR firm working with companies preparing for sale, a CPA with exit-intent clients, an attorney who structures transactions — all qualify. If they say "never" — this is a dead lead. Exit cleanly.

Dead Lead Signal — Exit Clean

"Got it — I appreciate your honesty, that's exactly why I asked. This program is specifically for people with that kind of client exposure so it wouldn't be the right fit. I won't take any more of your time." Then end the call. Do not try to manufacture a fit.

Question 2 — Current Pain

"When those conversations come up — what's the thing that's hardest for you to support them with? What's the gap?"

Listen for: valuation uncertainty, human capital data gaps, buyer qualification, deal prep, pipeline of seller leads. Their answer tells you which {sn} value to lead with in Step 4.

Question 3 — Outbound Reality

"Are you doing any outbound to find new clients in that space, or is it mostly referrals and inbound right now?"

Referrals only → pre-qualified appointments angle is extremely compelling. Doing outbound → Prymo handling it for them is the efficiency win. Either answer opens a door.

Tailor the Value — Their Specific Win

Goal: make it obvious why this is worth their time

6:00–9:00

Use what they told you in discovery. Pick one angle.

If they said: "I need more seller leads"

"That's exactly what the program solves. Our team works 1,000 qualified contacts a month on your behalf — CEOs and founders only — and delivers confirmed appointments to your calendar. The leads have already completed a business valuation before they sit down with you. You don't source them. You show up."

If they said: "My clients need better deal prep / valuation data"

"That's exactly what {sn} provides. They built the world's first Behavioral Virtual Data Room — it captures the human capital data that buyers always ask for but sellers have never been able to provide. Flight risk, retention probability, cultural alignment with the buyer. The data that protects your client's valuation at the negotiation table. You introduce it as part of your standard process. {sn} handles everything after."

If they said: "I work more on the buyer side"

"Perfect — buyers benefit from this too. The B-VDR gives buyers access to human capital data on target companies they've never been able to get before. It reduces their risk and helps them price deals more accurately. As a channel partner you can introduce this on both sides of the transaction."

If they said: "We help companies prepare for exit but we're not brokers"

"That's actually the ideal profile. You're already in the room when the decision to sell is forming — which means you can introduce the platform at the highest-value moment, before anyone else. The broker conversation comes later. You're upstream of that. That makes you extremely valuable as a channel partner."

The {sn} Value in One Sentence for Any Audience

"{sn} captures the human capital data — the people data — that buyers have always wanted and sellers have never been able to provide. It protects the seller's deal value and gives the buyer confidence. Whoever introduces it into the process becomes indispensable to the transaction."

The Close — Meeting or Clean Exit

Goal: specific date or honest pass

9:00–12:00

Rep

Based on what you've told me, I think there's a real fit here. There are only 50 channel partner slots — and more importantly, the brokers who come in now get first priority when we match co-sponsors. Co-sponsors cover your $1,500 entirely — from day one. That matching is first come, first served, and the list is already forming. The next step is a 20-minute call where we walk you through exactly how the sponsorship works, what your co-sponsor eligibility looks like, and what the first 90 days look like. What does Tuesday or Wednesday look like for a 20-minute call?

Strong Fit — Close Direct

"I'm going to send you the program overview and a calendar link right now. Pick a time that works and I'll confirm it. The whole thing takes 20 minutes." Send immediately. Follow up if they don't book within 48 hours.

Interested But Hesitant

"I'll send you the one-pager — it shows the breakpoint structure and what the sponsored economics look like at each stage. Review it and I'll follow up [specific day]. Fair?" Get a specific day before you hang up.

Binary Close — "Tuesday or Wednesday?" every time. Never "let me know when works." Never "what does your week look like?" Give exactly two options. An open question lets people defer indefinitely.

Never leave without a specific date. "Let me think about it" with no date is a dead lead in disguise. Always get a specific follow-up day before ending — even if it's just "I'll text you Thursday to see if you had a chance to look at the overview."

The Clean Exit — Use It When the Fit Is Not There

"Based on what you've told me, I don't think this is the right fit right now — and I'd rather be straight with you than waste your time. I appreciate you taking my call." Then end. A clean exit is better than a weak close that wastes everyone's time.

The Policy

Open anonymous for the first 30 seconds — the offer sells itself before brand opinion forms
Name the sponsor the moment they ask directly — never dodge
"The sponsor is {sn} — world's first Behavioral Virtual Data Room for M&A" + bridge back to value
Never keep it anonymous past the first direct question

Why Anonymous First

And why you flip immediately when asked

Why it works

The offer sells itself before brand opinion forms. Curiosity keeps them on longer than a company name they may not recognize. Works especially well when the brand is not yet well known in their market.

Why it backfires if you delay

"Why won't you tell me who the sponsor is?" becomes a stalling objection. Feels evasive to skeptical prospects who have heard vague pitches before. You lose credibility immediately and cannot recover. The moment they ask, you name them.

When They Ask "Who Is the Sponsor?" — Say This Exactly

The Script — Practice Until Automatic

"The sponsor is {sn} — they built the world's first Behavioral Virtual Data Room for M&A. The short version is: they capture the human capital data that buyers always want but sellers have never been able to provide — flight risk, cultural alignment, retention probability. They're building a network of channel partners who have deal flow, and they're funding the marketing for qualified partners to grow that network. That's why I'm calling you. Does that make sense?"

Name → one-sentence what they do → why they're sponsoring → bridge back to you. That whole answer takes 15 seconds. Practice it until it is automatic.

If They Know {sn} / React Positively

"Perfect — then you already understand the value. The sponsorship program is how they're building their channel partner network. Let me tell you what the economics look like for you specifically."

If They Have Never Heard of {sn}

"They're relatively new to market but what they built is genuinely first-of-its-kind — the first platform that captures defensible human capital data for M&A due diligence. The reason the sponsorship offer is real is that they need channel partners with deal flow to grow their network, and funding your marketing is how they build that relationship from the start."

Audience Value Map

Match their deal flow profile to the right {sn} pitch

Who They Are	Deal Flow Signal	The {sn} Value That Lands
Business broker / M&A advisor	"I work with buyers and sellers every day"	Pre-qualified seller appointments with completed valuations to their calendar. B-VDR gives buyers the human capital data they always ask for.
HR firm / fractional HR	"We help companies scale — a lot of our clients end up thinking about an exit"	FQ3C / APAL is a natural add to their existing work. The human capital data they help build becomes the most defensible part of the seller's M&A package. They are upstream of the transaction.
CPA / accounting firm	"We do a lot of business tax work — some clients are in transition"	{sn}'s HCHR and analyst services give their clients a competitive edge in due diligence. CPAs already have the financial relationship — adding the human capital layer makes their advisory more complete.
Business attorney	"We handle a lot of M&A, entity structuring"	Attorneys are already in the deal — adding {sn} to standard deal preparation is one sentence. Their clients benefit from having defensible human capital data before a buyer's due diligence surfaces problems.
Financial advisor / wealth manager	"Some of my clients are business owners thinking about an exit"	Exit planning is already part of their conversation. {sn} helps maximize exit value. The 1% Tax Structure is highly relevant for clients with $1M+ capital events.
Business consultant / coach	"I work with founders and leadership teams"	FQ3C / APAL conviction manufacturing aligns with what they already do. Trusted advisors to founders are in the best position to introduce {sn} at the moment it matters most.
Commercial real estate broker	"I work with a lot of business owners — some are transitioning"	Business transitions often involve real estate decisions. The channel partner relationship gives them a way to serve that adjacent need.
Insurance professional	"I work with business owners on key-person coverage, buy-sell agreements"	Buy-sell agreements and key-person insurance are M&A-adjacent by definition. Clients with those policies are thinking about succession — exactly where {sn} adds value.

Dead Lead Signals — Stop the Call, Move On

"I don't really work with business owners" — no deal flow, no fit
"All my clients are consumers / individuals" — no M&A-adjacent exposure
"We're a startup / pre-revenue" — wrong stage
"I'm not interested in referral programs" — respectable, clean exit
They cannot name a single client situation where this would apply

Do not spend more than 2 minutes trying to convince a dead lead.

Only explain the platform when they ask what it actually does. Do not lead with this on a cold call. The sponsorship offer is the hook — the B-VDR is the medicine. The frame: not a product to sell to clients — a standard to prescribe. One sentence in their intake, {sn} handles everything after.

The 400-Year Problem

Rep

Here is the problem that has existed in M&A for literally 400 years. Every buyer wants to understand the people — who are the key employees, what happens to them post-close, what is the flight risk, will the culture survive the transition? But sellers won't give them that information because they're afraid anything they disclose about their team could give a buyer an excuse to lower the price or walk away.

So we have this impasse. Buyers fly blind on the human capital side of every deal. Sellers withhold information that might actually help close the deal faster and at a better price. And everyone in the middle — brokers, advisors, attorneys — watches both sides lose money because of the uncertainty.

The B-VDR breaks the impasse — not by forcing disclosure, but by giving the seller control over a curated, defensible data room that shows exactly what they want to show, backed by data that was collected passively before the sale process began.

The CarFax Parallel — For Anyone Who Says "Buyers Don't Ask For This"

"Think about what happened in the auto industry before CarFax. Dealers didn't want to disclose vehicle history. Buyers had no protection. Then CarFax ran a campaign calling dealers out — and buyers started boycotting locations that wouldn't use it. The dealers who adopted CarFax saw a flood of new business. The ones who resisted lost customers. The whole industry eventually had to give in — not because sellers decided transparency was a good idea, but because buyers control the market. That is exactly where M&A is heading. We are CarFax for M&A."

How the Data Is Collected — No Survey, No Exposure

Rep

The standard way to get human capital data is to run assessments on employees once a deal is in motion. That is the number one way to blow up a deal before it gets off the ground — the moment employees find out they are being assessed in connection with a sale, flight risk spikes immediately.

APAL — the employee-facing tool — looks like a standard HR goal and performance platform. Employees set goals, the AI helps make them comprehensive, the system tracks progress over time. To the employee, this is just a performance tool their company uses. There is zero connection to {sn}, zero connection to M&A, zero connection to a sale. The human capital data is generated as a byproduct of normal performance activity. When a buyer asks for it, it already exists.

What the Channel Partner Actually Does

Rep

Your job as a channel partner is one sentence in your standard intake or advisory conversation: "As part of how I prepare clients for a transaction, I also bring in a platform that captures the human capital data buyers are going to ask for anyway — it protects their deal value. My team will connect you with them and they handle everything."

That is the full ask. {sn} onboards the platform, trains the team, manages the data collection, and produces the Human Capital Health Report. You introduced it. You are done.

Objection Handling Framework

Acknowledge → Answer → Evidence → Next Step

ACKNOWLEDGE

Name the objection as reasonable. Never dismiss, argue, or apologize. One sentence max.

ANSWER

Give the direct answer. No preamble. Under 60 seconds. Don't stack multiple angles — pick one and commit.

EVIDENCE

One specific, concrete proof point. A number, a mechanic, a contract term. Not a feeling or a promise.

NEXT STEP

Every answer ends with a forward move. Tuesday or Wednesday? Send the one-pager now? Never let an answer just... land.

The three hardest objections — caller quality, proof of results, and show me the numbers — are now at the top of the list. Each one includes a full A→A→E→NS worked response.

🏢

Sponsor

Humanda LLC
CP One-Pager →

🌐

Broker Cold Portal

channelwedgecpcoldportal.netlify.app →

📋

CPSA Generator

Generate CPSA →

📅

Consultation Booking

calendly.com/d/cynt-nkv-stq →

📊

Max Channel Partners

50 slots — structurally fixed, not a sales tactic

💰

Marketing Budget per CP

$5,000/month · broker share drops to $0 at Free Tier

Phase 1 Breakpoint Schedule

12-month window

Breakpoint	Enrolled Clients	Monthly Cost to CP	Notes
BP0	0	$5,000	Full cost
BP1 ★	1	$3,000	Lock-in — sponsor commits to full year
BP2	2	$2,000
BP3	3	$1,250
BP4	4	$500
BP5 FREE	5	$0	FREE TIER — sponsor covers everything
BP6+	6–8	5% Rev Share	CP earns back
BP8+	9–10	10% Rev Share
BP10+	10+	15% Rev Share	Cap

Things to Never Say

✗

"It's completely free from day one"

The sponsor covers most of it — the broker's share drops to zero as clients enroll. Not free on day one.

✗

Guaranteed enrollment numbers or appointment volumes

You cannot promise specific outcomes.

✗

"Let me know when you're ready" — without a specific date

This is a soft close that leads to silence. Always get Tuesday or Wednesday.

✗

"Humanda and FQ3C are the same company"

They are not. Keep entities separate.

✗

Any legal claim about tax savings

Route to Shane Laufman only.

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More than 2 minutes trying to save a dead lead

Clean exit preserves credibility and keeps the pipeline moving.

Full Call Map — 10–12 Minutes

0:00–1:00 · Gift hook opener — "a company wants to sponsor your marketing costs"
1:00–3:00 · Frame the offer — $5K budget, Prymo does outbound, cost drops to zero, 50 slots
3:00–6:00 · Three qualification questions — deal flow, pain, outbound habits
6:00–9:00 · Tailor the value — match their pain to the right {sn} angle
9:00–12:00 · Close — 20-minute meeting with specific date, or clean exit