Patrick Downs is willing to turn down the deal.

This causes the prospect to ask "Why?"

"I don't agree with what you're doing. You can always go self-serve through the website. But if you want to work with me and get proper onboarding, we're going to do 15 to start off on the right foot.

Worst case scenario, the prospect gets pissed and rage-calls your CEO 🙃

Best case, you increase the psychological barrier to entry for the self-service path, it feels easier to work on your terms, and their whole team benefits from your service.

Logan Westberg's approach is to be assertively compassionate:

"You're probably trying to do this to save money, but I can't in good faith let you do this because it doesn't work."

There's plenty of pitfalls in "sharing a license" that the customer won't be aware of until it's too late. Appeal to their self-interest; you want what's best for them to solve their problems. Refocus on ROI to the business.

Executed correctly, this can merit a conversation with the true decision maker, or influence them to reconsider.

Reid Anderson has seen pretty solid success by calling the customer on their bluffs.

"I'd have to flag your account legally based on our terms of service, and that'd be a shitty way to start our relationship for us to close your account..."

This runs the obvious risk of losing the sale completely, but the upside to recapture 20 annual licenses makes it worth a shot if they're not negotiable.