Cold Calling Objections: How to Handle Them In Sales Calls?

Cold calling objections are part of sales. It’s a given. But even today, the biggest dilemma for sales reps is, how to handle objections in sales calls. 

The best way to deal with it is not to avoid it but to master the art of handling it tactfully.

Your efforts to prepare a cold calling script will go in vain if your objection handling is faultered. 

54% of prospects would accept a meeting with a sales rep after speaking with them through a cold call. 

Cold calling objections handling is a critical skill every sales rep must master. The efforts to carry forward the discussion by quickly answering the objections will ensure the conversation narrows to the call objective. But, this requires skills.
In this blog, we have listed 16 cold calling objections handling techniques that will make your reps get you more deals.

Things to consider while handling cold calling objections

Understand that you are calling prospects during their work; expecting a warm welcome is a pipedream. 

That being said, you definitely can make them feel comfortable with your likable, non-threatening, and warm attitude. If that can be relayed through your call, chances are higher that you will be given some time to spend with the prospect. 

The next stage of your call will be giving them the relevance. The transition from “Why should I care” to “I should be listening more” can be achieved by quickly explaining the reason for your call.

In the sales world, certainty sells. 

If you can make your prospects believe that your solution will help solve their problems, be confident and concise in telling them how it will be done. 

The point is to make the pitch ready for the prospect for your offerings even before they get a chance to raise any cold calling objections. 

The Psychology of  Objections

The psychology of objection can be viewed in two ways. 

It may be a precursor to your prospect’s interest in your offerings or may be a deviation to derail your cold calling objective. Salespeople should insulate them from any such emotion and need to approach it with empathy and understanding. 

Here are some tips for approaching objections:

  • Acknowledge the objection and don’t dismiss it.
  • Stay calm and collected, and don’t take the objection personally.
  • Active listening to understand the underlying concern behind the objection.
  • Ask clarifying questions to gain more information about the prospect’s perspective.

Understand the intent of the prospects

Not all objections have equal intent; some will bubble up just on the surface, and there will be some others with deeper concerns about your offerings. As a salesperson, you need to craft your responses to address the key concerns with hard facts. 

Here are some strategies for identifying underlying concerns:

  • Listen carefully to the prospect’s words and nonverbal cues.
  • Ask probing questions to uncover the root of the objection.
  • Consider the prospect’s industry, role, and experience.
  • Put yourself in the prospect’s shoes and understand their perspective.

By understanding and identifying common objections, salespeople can be better prepared to address them effectively and increase their chances of closing deals

This Cold Call Made Me Pay Attention, Josh Braun

How to handle cold calling objections on sales calls?

The below-mentioned info is the result of working closely with hundreds of sales managers and reps; we have classified the cold calling objections handling in this manner. 

These cold calling objections handling scripts are based on our conversations with top sales reps from businesses that use, including our own outbound selling team. 

We have categorized the most common industry cold calling objections in the following manner.

  • Conditioned objections
  • Business case objections
  • Incumbent solutions objections

Here, we shall discuss each type of objection in detail.

Cold-calling objections handling is an art every sales rep must master. 

Knowing the psychology of objections will help salespeople craft better objection-handling techniques. 

Three major categories of cold-calling objections:

Conditioned objections
Business case objections
Incumbent solutions objections

Read in detail about the cold-calling objection handling techniques in each of these segments and reduce hang-ups. Craft more successful objection-handling scripts, use it to build rapport, and answer the psychology behind each objection skillfully. 

Conditioned objections on sales calls

These types of cold calling objections mostly occur in the first 10 seconds when prospects try to evade your call with an excuse. These are the most typical cold calling objections and how you need to deal with them to keep the conversation on.

If somehow you get past the product pitch, you will have to deal with the objections. These cold-calling objections may be something similar to the following:

Cold Calling Objection: I’m not interested.

How to handle: I completely understand, and I appreciate your honesty. I'm sure you're busy. However, I've found that many of our clients initially felt the same way until they learned how [specific benefit] helped them [share a success story or case study]. Would you be open to a brief conversation to explore if something similar might make sense for your business? I promise to keep it concise and tailored to your needs.

Why does it work: Shifting the focus to the positive experiences of some of your happy customers fosters the fact that your call has a specific purpose irrespective of prospects' interest. 

Cold Calling Objection: Send me some more information

How to handle: Absolutely, I'd be happy to. I want to make sure I send you exactly what you're looking for, though. Is there any specific aspect or challenge in your [relevant area, e.g., operations, marketing] that you're currently looking to address? Also, would it make sense to schedule a quick follow-up call, say in a couple of days, to address any questions you might have after reviewing the material?

Why it works: You empathize with the buyer's time constraints, presenting a face-to-face solution that aligns more seamlessly with their schedule.

Cold Calling Objection: I’m headed into a meeting

How to handle: I appreciate your time, and I'll be brief. I wanted to talk to you about [briefly mention a key benefit or value proposition of your product/service]. I believe it could [address a specific pain point or improve a process] for your team. Would it be possible to schedule a brief call later this week to discuss it more thoroughly?

Why it works: Recognizing the significance of meetings and respecting your prospect's schedule, this response prompts your prospect to provide a time on the spot that they're more likely to be available. Seize this opportunity and hold them to it. 

Cold Calling Objection: I don’t have time to talk

How to handle: I completely get it. How about I send you a brief email summarizing how we've helped companies like yours, along with a few key points on how we might address [specific challenge]? You can take a look when it's convenient for you, and if you find it interesting, we can find a time next week for a quick call. Does that work for you?

Why it works: Sending them a brief about your offering is a great idea. The prospects will like that you respect their time, and sending an email will make you sound more genuine. Moreover, a brief idea about your products or services will help in your next call, as the prospects will be more likely to listen to your proposed solutions. What you are doing here is making your prospects more prepared for the next call.

Cold Calling Objection: How did you get my name and number

How to handle: Great question. I'm part of a company specializing in X, and my role involves identifying leaders whose teams could benefit from our solution. When I encounter someone like you, I try to connect and share the value we can bring.

Why it works: This underscores their significance to you and emphasizes the effort you've invested in reaching out. Your call isn't just a routine outreach; it's a deliberate connection because of their specific profile and potential value.

Cold Calling Objection: I’m not the right person to talk

How to handle: I appreciate your honesty. I don't want to take up too much of your time, but I'm curious if you could provide some guidance. Who within your organization typically handles [specific area or challenge related to your product/service]?

Why it works: Take advantage of this moment to discover the next contact person. What's even more effective is if you can mention this person in your next conversation: 'John recommended that I speak with you.' While this current call may conclude, you'll enhance your chances of success in the next one. 

Cold Calling Objection: I’ve never even heard of your company

How to handle: {Name}, I completely understand that our name might not be familiar to you. Interestingly, that's the initial response we received from {insert persona you are calling} at companies like {insert customer references}. Nevertheless, after investing some time in a preliminary assessment, their team is now experiencing {insert results}. We're eager to offer your team the same positive outcomes.

Why it works: This reply shifts the focus away from the prospect's familiarity with our company to the tangible results we deliver. By referencing comparable companies in their industry that have achieved these results, we underscore the importance of outcomes over brand recognition.

You can also listen to Josh Braun and find out what he has to share on handling your next cold calling objections.

Live Cold Call – Defusing “I’m not interested”, Josh Braun

Business case objections on sales calls

Now, the next set of objections floats before you when your prospects have some idea about your product and try to negate your efforts by saying why your offerings are not a good fit for their company or they don’t see value in your product.

These objections could range from budget concerns to a perceived lack of need or urgency. 

Addressing these cold calling objections effectively is key to converting your sales calls into successful opportunities.

Cold Calling Objection: We do business only a certain way

How to handle: We pride ourselves on our flexibility. We can adapt to and collaborate with any team according to their preferences. Currently, we're working with companies like X and Y, facing situations similar to yours, and we've been delivering {insert results} results for them.

Why it works: This reply invites them to share details about their business practices and partnerships. By supplementing the response with customer proof points, we validate this perspective and address potential objections

Cold Calling Objection: We use a special different approach

How to handle: That's interesting, and I appreciate you sharing that. Every business has its unique methods. I'm always curious to learn more about different approaches. Could you tell me a bit more about how your current approach is helping you overcome [specific challenge or goal]?

Why it works: This is effective because it communicates to the prospect that you acknowledge and respect their unique approach. It reassures them that you're accustomed to diversity in strategies and have successfully guided other companies with different approaches to success.

Cold Calling Objection: Not looking for new software/Not a priority for me now

How to handle: Understood—I'm not here to pressure you into buying anything right now. Let's set aside some time to discuss how we're consistently delivering X results for customers like {insert similar customers}. If, after our conversation, you still feel the same way, we can thank each other for our time and continue with our respective days.

Why it works: This response adds a human touch to the conversation, emphasizing that your goal isn't to push something the prospect doesn't genuinely need. It sets clear expectations, fostering the likelihood that they'll be more open to dedicating time.

Cold Calling Objection: Call back in x month or y quarter

How to handle: Of course, I understand that your plate is full right now. Planning projects can be quite demanding. To make sure I reach out at a convenient time, could you share a bit more about the specific projects you're working on? It would help me tailor our conversation when I reconnect with you.

Why it works: We appreciate that response! It allows the conversation to progress, giving you the opportunity to understand the authenticity of the prospect's objection and gain insights into their current and future goals. 

Cold Calling Objection: I’ve everything I need

How to handle: Great! It's evident that you're a forward-thinking individual who prioritizes providing your team with everything they need. We truly appreciate people with your mindset! Why not explore what we offer to ensure you have access to the best tools available?

Why it works: Your prospect will likely feel flattered and recognize the value of considering what we have to offer to maintain their competitive edge.

Incumbent solution objections on sales calls

Such responses insinuate that there’s already an existing solution, and no matter what you do, chances are little that you can sell anything. 

Cold Calling Objection: I’m not the decision maker

How to handle: I understand. Can you help me identify who the decision-maker is in your organization for [product/service]? It would be beneficial for me to connect with the right person and ensure we address any specific needs or questions they may have

Why it works: Your goal is to navigate the organizational structure effectively and establish a connection with the decision-maker. Additionally, be sure to express gratitude for the information they've shared and maintain professionalism throughout the conversation.

Cold Calling Objection: I don’t have the budget/Too expensive

How to handle: I understand my call caught you off guard, so it's reasonable if you haven't set aside a budget for this. Many of our significant clients began in the same situation.

Why it works: This response highlights that you are a real person who understands the inconvenience of an unscheduled call. You are a professional and you’ve heard this many times before! Remember, confidence!

Cold Calling Objection: We already use x (non-competitive)

How to handle: X Solutions excel in {what they're good for}, but our distinction lies in our specialized focus on addressing {what problems we solve}. That's where we truly stand out.

Why it works: Acknowledge your awareness of the solution mentioned, emphasizing that you recognize it as unrelated to what you're presenting

Cold Calling Objection: We’re already using one of your competitors.

How to handle: Several competitors offer only a fraction of our capabilities. Using their solutions might require layering multiple tools to achieve a single outcome. Are you open to discovering how our solution differs and the advantages of having a consolidated platform?

Why it works: This seamlessly guides the conversation back to discussing the unique features of our product/solution and why it's crucial for the prospect to consider these distinctions.

Phrases to avoid when handling cold calling objections

When it comes to handling cold-calling objections, certain terms are considered off-limits. 

These are:

Is this the right time?

If you ask this, every time, you will hear a NO. They will let you know if you are caught in a bad mood. Don’t give them an easy escape.

How are you?

When you ask this, most prospects will know that this will be a sales call. And trust me, even your prospects know that sales reps don’t bother how they are. It’s just an excuse to make the conversation. So, don’t waste their time; just make it a point why you are relevant to them

Does that make sense?

This question may be perceived as lacking effort, and a simple ‘no’ response could indicate a misunderstanding. It’s essential to ensure clear communication between the representative and the prospect.

Using the word “Honestly…”

This means that all you have shared until now is not fully true. In a cold call, you want to sound more genuine than appear suspicious.

I’d love to set aside some time…

Hardly matters what you love to do. Be specific and say “Let’s schedule our next discussion on …”

Finally, cold calling objections handling is a tactical task sales reps must master for better results. There is no universal methodology to deal with it. The above points are the best ways to handle cold calling objections. How one navigates through the discussion and guides the recipient to meet the call objective is a skill every sales rep must hone. 

There can be more scenarios beyond what we have discussed so far, especially objections in sales calls but this is the most comprehensive list of cold calling objections that can prepare you to tackle the rest. Use your intellect instead of getting overwhelmed by the objections your prospects raise under numerous circumstances. 

Getting the prospect over the phone and igniting some interesting conversation is an art that requires the ability to handle cold calling objections in sales calls. It would be best in your interest to craft your own cold calling objections handling guide to navigate easily through calls.


How do you deal with objections when cold calling?

Active listening to prospects’ concerns is the key. Be relevant to their queries during cold calling objections handling and state clearly how your offerings can help solve their problems. Refer to how the same solution helped your other customers solve similar problems with hard facts and statistical proofs.

Why is objection handling so important during cold calls?

Cold calling objections handling is key to overcoming prospects’ concerns, and salespeople can guide them toward a solution. This is an opportunity for the salespeople to build trust, demonstrate expertise, and convince prospects of their offerings. Through objection handling during sales calls, sales professionals can understand the challenges their target segment is currently facing. This helps to understand their problems more thoroughly and build relations by solving the same.

How do you overcome objections in cold calls?

These are some of the best ways to overcome cold calling objections:

  • Listen actively and understand the objection.
  • Offer value and explain how your solution solves their pain points.
  • Use social proof and testimonials to build trust.
  • Be prepared for common objections and have responses ready.
  • Turn the objection into an opportunity to learn more about the prospect’s needs.

3 most effective techniques to handle objections from prospects

Ask clarifying questions: Start with open-ended questions. Ask more about their specific concern areas to understand the nature of their objections. This will help build stronger relations. Moreover, it will also reflect how genuinely you intend to solve their problems. 

Prioritize value proposition: Address directly how your offerings will solve their challenges and pain points. Mention specific examples and quantifiable benefits to show a tangible value. 

Hit the emotion behind the objection: Cold-calling objections are like a mask that can hide deeper emotions like fear and uncertainty. Phrases like “I understand your point” or “That’s a valid concern” can go a long way to building trust and rapport.

About SmartReach is the leading multi-channel sales engagement platform built specially for cold outreach sequences via email, Linkedin, calls, text, and WhatsApp. 

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