Most salespeople hear "I'm not interested" and assume they've lost. They haven't. They've just hit the part where the real conversation starts.
When someone objects, they're giving you information. Maybe they don't see the value yet. Maybe they have a genuine concern. Maybe they just want to get off the phone. Your job is to figure out which one it is and respond accordingly.
This guide covers every objection you'll face on cold calls, organised by category, with specific scripts for each.
The Psychology of Objections
Before we get into scripts, you need to understand what's really happening when someone objects.
Most objections aren't logical. They're emotional responses dressed up as rational concerns. "We don't have budget" often means "I don't see enough value to fight for budget." "Bad timing" usually means "This isn't a priority."
Your response shouldn't just counter the objection. It should address the underlying concern.
The framework is simple: Acknowledge, Question, Bridge.
- Acknowledge: Show you heard them. Don't dismiss or argue.
- Question: Dig deeper to understand the real concern.
- Bridge: Connect their concern to your value.
This works for almost any objection. Now let's get specific.
Brush-Off Objections
These are reflexive responses. The prospect hasn't really evaluated your offer. They're just trying to end the call quickly.
"I'm Not Interested"
They're really saying: "I don't know enough about you to be interested."
Script 1: The Acknowledgement
"That's fair. You don't know enough yet to be interested. Can I ask: what are you currently doing for [problem area]? If it's working well, I'll let you go."
Script 2: The Reframe
"I'd be surprised if you were interested based on a 10-second intro. What would make this worth another minute?"
Script 3: The Specificity
"Not interested in what specifically? Solving [problem], or not interested in talking about it right now?"
Notice the pattern? None of these argue with the objection. They accept it and pivot to curiosity. Prospects expect pushback. When you don't give it, they often relax.
"Send Me an Email"
They're really saying: "I want to end this call without being rude."
Script 1: The Qualifier
"Happy to. So I send you something relevant, what's the biggest challenge you're facing with [area] right now?"
Script 2: The Time-Saver
"I could send something, but a 2-minute conversation now will tell us both if it's worth your time to read it. Fair?"
Script 3: The Direct
"I could, but emails are easy to ignore. What would you need to hear right now to know if this is worth 15 minutes of your time?"
"I'm Busy Right Now"
They're really saying: "You haven't earned my attention yet."
Script 1: The Respect
"I'll be quick. 30 seconds, and you can tell me if it's worth more of your time. Fair?"
Script 2: The Callback
"Completely understand. When's a better time to catch you? I'll call back then."
Script 3: The Hook
"I know you're busy. Quick question: is [specific problem] on your radar this quarter? If not, I'll let you go."
The callback offer works better than you'd think. When you actually call back when you said you would, it builds credibility.
"Just Call Me Back Later"
They're really saying: "I want to end this call but feel too polite to say no."
Script 1: The Pin-Down
"Happy to. When specifically works for you? I'll put it in my calendar and call you then."
Script 2: The Test
"I could do that. Quick question first: is [problem] something you're actually thinking about? I don't want to waste either of our time."
Script 3: The Value Hook
"Before I go, let me tell you why I'm calling. [One sentence value prop]. If that's not relevant, no need to call back. If it is, when works?"
If they won't commit to a specific time, that tells you something. Probably not worth the follow-up.
Budget Objections
Budget objections are tricky because sometimes they're real and sometimes they're cover for other concerns.
"We Don't Have Budget"
They're really saying: either "I don't see enough value to fight for budget" or "Budget genuinely isn't available."
Script 1: The ROI Question
"I hear you. Budget is always tight. Quick question: if we could show you a 3x return on investment, would that change the conversation?"
Script 2: The Priority Check
"Budget is limited everywhere. The real question is whether [problem] is costing you more than the solution would. What's [problem] costing you right now?"
Script 3: The Timing Play
"When does your next planning cycle start? Let's talk now so you're informed when budget decisions get made."
Script 4: The Pilot Offer
"We have customers who started with a small pilot to prove value before committing serious budget. Would something like that work?"
"Your Price Is Too High"
They're really saying: "I don't see enough value to justify this price."
Script 1: The Value Reframe
"Compared to what? I'm curious what you're benchmarking against."
Script 2: The Cost Comparison
"What's [problem] costing you right now? Most of our customers found the price was lower than the cost of doing nothing."
Script 3: The Investment Question
"If I could show you how this pays for itself in [timeframe], would that change your perspective?"
"We Can't Afford This Right Now"
They're really saying: "The timing isn't right for a purchase."
Script 1: The Future Plan
"I understand. What would need to change for this to become affordable? Let's figure out if there's a path forward."
Script 2: The Smaller Start
"We have options at different price points. What budget would be realistic? I can tell you if we have something that fits."
Script 3: The Priority Shift
"Every company has budget constraints. The question is whether [problem] is painful enough to prioritise. How much is it actually costing you?"
Timing Objections
Timing objections are often disguised priority objections. If something is urgent enough, timing becomes flexible.
"Now Isn't a Good Time"
They're really saying: "This isn't a priority right now."
Script 1: The Priority Check
"Is it not a good time to talk, or not a good time to address [problem]? Those are different things."
Script 2: The Cost of Waiting
"Understood. Quick question: if [problem] is costing you [specific impact] every month, is waiting actually saving you money?"
Script 3: The Future Booking
"When would be better? Let's get something in the calendar so this doesn't fall through the cracks."
"We're Too Busy With Other Projects"
They're really saying: "This isn't high enough priority to make time for."
Script 1: The Alignment
"What projects are you focused on? Sometimes what we do actually helps with those initiatives."
Script 2: The Time Save
"That's exactly why I'm calling. Most of our customers were too busy to take on another tool, until they saw how much time it saved them. What if this could give you hours back each week?"
Script 3: The Small Commitment
"I'm not asking for a project. Just 20 minutes to see if there's a fit. If not, I'll stop calling. Worth it?"
"Call Me Back Next Quarter"
They're really saying: "I want to defer this decision."
Script 1: The Preparation
"Happy to. So you're prepared when we talk, can I send you something in the meantime? What would be most useful?"
Script 2: The Why Question
"Sure. What's happening next quarter that makes it better timing? I want to make sure I'm calling back at the right moment."
Script 3: The Value Preview
"I'll put it in my calendar. Before I go, let me quickly explain what companies like yours are getting from us, so you can be thinking about it."
Competition Objections
Competition objections mean the prospect is already engaged with the category. That's actually good news. They know they have the problem.
"We Already Use [Competitor]"
They're really saying: "We've solved this problem already." (Or so they think.)
Script 1: The Curiosity Approach
"Oh good, so you're already familiar with the space. What do you like most about [competitor]? And if you could change one thing?"
Script 2: The Differentiation
"A lot of our customers came from [competitor]. What made them switch was [specific differentiator]. Is that something you'd care about?"
Script 3: The Benchmark Offer
"When did you last evaluate alternatives? The space has changed a lot. Might be worth a quick benchmark to make sure you're getting the best value."
"We're Happy With Our Current Solution"
They're really saying: "We don't see a reason to change."
Script 1: The Expansion Question
"That's great. What about [adjacent use case]? That's actually where most of our customers started."
Script 2: The Honest Curiosity
"I'm not trying to replace what's working. I'm curious: is there anything about your current setup that could be better?"
Script 3: The Market Education
"Good to hear. Even if you're not looking to switch, would it be valuable to know what else is out there? Helps you negotiate and benchmark."
"We Just Signed a Contract With Someone Else"
They're really saying: "The decision has been made."
Script 1: The Future Play
"Understood. When does that contract come up for renewal? I'd love to be in touch before then so you can make an informed comparison."
Script 2: The Complement Question
"Got it. Is the solution covering everything you need, or are there gaps that might need a complementary tool?"
Script 3: The Graceful Exit
"Fair enough. I'll make a note to reach out when renewal comes up. In the meantime, would you like me to send you some information so you know what's out there?"
Authority Objections
Authority objections happen when you're talking to someone who can't make the decision alone.
"I'm Not the Decision Maker"
They're really saying: "You need to talk to someone else."
Script 1: The Champion Build
"I appreciate your honesty. You know your organisation best. If you were going to bring something like this to [decision maker], what would they need to see?"
Script 2: The Introduction Request
"Would you be open to introducing me? I can handle explaining everything, so you don't have to."
Script 3: The Information Arm
"Got it. Would it help if I gave you a quick overview you could share? What matters most to [decision maker] when evaluating something like this?"
"I Need to Talk to My Team/Boss/Board"
They're really saying: "I can't commit without approval."
Script 1: The Support Offer
"Of course. What would make that conversation easier? I can provide ROI data, case studies, or even join the call if helpful."
Script 2: The Obstacle Anticipation
"What concerns do you think they'll raise? Let's address those now so you're prepared."
Script 3: The Timeline Check
"When are you meeting with them? Let's schedule a follow-up call right after so we can move quickly."
"We Need to Go Through Procurement"
They're really saying: "There's a formal process we need to follow."
Script 1: The Process Question
"Understood. Can you walk me through how procurement works here? I want to make sure I'm supporting the process, not slowing it down."
Script 2: The Champion Alignment
"What do you need from me to make procurement go smoothly? Let's get you armed with everything you need."
Script 3: The Experience Share
"We work with procurement teams all the time. Usually they care most about [security/compliance/pricing]. What's most important to yours?"
Gatekeeper Objections
Gatekeepers are doing their job. Respect that, but don't let it stop you.
"They're Not Available"
Script 1: The Callback
"When's a good time to reach them? I'll call back then."
Script 2: The Voicemail
"Can I leave a voicemail? Or would you take a message?"
Script 3: The Alternative
"Is there someone else who handles [area]? I'm flexible about who I speak with."
"What Is This Regarding?"
Script 1: The Honest Answer
"I'm calling about [specific problem] that affects companies like yours. [Name] is probably the right person to talk to about it."
Script 2: The Referral Imply
"I was referred to [name] specifically. It's about [topic]. They'll know what it's about."
Script 3: The Confidence
"It's regarding [area]. Is [name] available, or should I call back later?"
"Send Them an Email"
Script 1: The Direct Address
"I could, but I've found those often get lost. Would you put me through so I can ask them one quick question?"
Script 2: The Compliance
"Sure. What email address should I use? And what's a good time to follow up by phone?"
Script 3: The Alternative Ask
"I'll send something over. In the meantime, who else on the team handles [area]? They might be easier to reach."
Getting Good at This
Reading scripts is easy. Using them when someone's just told you they're not interested and you can hear the impatience in their voice? That's hard.
There's no hack. You have to do it enough times that the responses become automatic. Record your calls if you can. Listen back to the ones where you got stuck. Figure out what you'd say differently.
It takes a while. Then one day you'll handle an objection smoothly without thinking about it, and you'll realise you've actually learned something.
Want to practise handling objections in a safe environment? Cold Call Coach lets you experience realistic objections from AI prospects and get feedback on your responses.