Hey Liam,
I would ask “is doesn’t make sense to improve X?” in a light hearted, non-combative way.
If they continue to disagree, then “OK, it looks like we’re not right for you at this time. Can I follow up in a few months?”
The most important thing is to not tank the chances of doing a deal in the future.
PS – New cold call framework/training coming next month 😉
