Templates - Template - 1 minute read
Reply handling playbook
A practical framework for making sure every genuine reply gets an appropriate response.
Published by Fraser, which provides a managed AI SDR service.
Use the template
Copy or download a blank version to fill in yourself, or a completed example built from a fictional company with sample data, for reference only.
Blank version
REPLY HANDLING PLAYBOOK (blank) Reply type: Interested -> Action: Reply type: Objection -> Action: Reply type: Referral -> Action: Reply type: Not now -> Action: Reply type: Opt-out -> Action: Reply type: Complaint or mistake -> Action:
Completed example (fictional company, sample data)
REPLY HANDLING PLAYBOOK (completed example - fictional company, sample data) Reply type: Interested -> Action: Reply within 4 business hours, answer the question, send booking link Reply type: Objection -> Action: Use approved objection-response library; escalate if pricing is challenged Reply type: Referral -> Action: Thank sender, add new contact to account map, draft new first-touch message Reply type: Not now -> Action: Log requested follow-up date, pause sequence until then Reply type: Opt-out -> Action: Suppress immediately across all channels, confirm in writing Reply type: Complaint or mistake -> Action: Pause all activity for the account, escalate to the sales manager
Reply routes
Interested
Answer the question and make booking easy.
Objection
Respond with relevant context or escalate when approval is needed.
Referral
Thank them and update the account map before contacting the named person.
Not now
Record timing and pause until the agreed date.
Opt-out
Stop immediately and update suppression records.
Complaint or mistake
Pause activity and put a careful draft in front of the manager.
Frequently asked questions
- Can Fraser send replies automatically?
- Routine replies can send within approved rules. Money, contracts, complaints and mistakes require review.
Give Fraser the brief
Share this structure with our team. We use Fraser to set up and run the agreed programme for you.