Cold calling is a skill every salesperson should master, and handling objections is at its core. Whether you’re a beginner or looking to improve, understanding how to overcome objections can help turn “not interested” into “tell me more”. This guide covers everything you need to know about handling objections, recognising the difference between genuine objections and fob-offs, and using objections to your advantage.

Understanding Why Cold Call Objections Happen

Objections on a cold call are entirely natural. When you’re reaching out to someone who isn’t expecting you, there’s a high chance they’ll be cautious or dismissive. But not every objection is a genuine “no”—sometimes it’s just a polite way of saying “not right now.”

These can fall into two categories:

1. Real Objections – These are legitimate concerns, like “We don’t have the budget,” or “We're in contract for another year with your competitor.” Real objections are usually specific and can be handled with the right approach and information.
2. Fob-Offs – A fob-off is a polite way for the prospect to end the conversation without fully engaging. Phrases like “Just send me some information” or “I’ll get back to you” are often fob-offs. They don’t always mean “no,” but they show the prospect isn’t fully invested yet.

Recognising the difference between real objections and fob-offs is crucial because each requires a different approach. Real objections need specific responses, while fob-offs may require you to dig deeper or refocus the conversation.

Building Rapport to Reduce Objections

One of the most effective ways to minimise objections is by building rapport early on. When prospects feel a connection with you, they’re less likely to brush you off or be dismissive.

Here are a few ways to build rapport:

• Begin each call with energy and enthusiasm. People tend to respond better when they sense you’re genuinely happy to be speaking with them. A friendly, upbeat tone sets the stage for a more open and engaging conversation.
• Bring up something specific about their company, industry, or role. For example, you might say, “I noticed your team has been growing a lot—how’s that going?” Mentioning something relevant shows that you’ve taken the time to learn about them, making this call feel more personal and less like a generic sales pitch.
• Acknowledge their challenges or time constraints. If they sound rushed, for instance, you could say, “You sound really busy, I could give you a call back at another time. Could I briefly explain why I'm reaching out in the first place so it makes sense for us to speak again?” This not only shows respect for their time but also helps to lower their guard, making them more receptive to the conversation.

Establishing rapport right away reduces the likelihood of getting fob-offs and increases the chances of having a productive conversation.

Preparing for Common Objections

Every cold caller will face common objections, and being prepared with responses can make all the difference. Here are some typical objections you’ll encounter, along with suggested responses:

1. “I’m not interested.”

Response:

“That makes sense, I have called out of the blue so can imagine you feel that way. I promise you though, we wouldn’t be speaking if I hadn’t had done my research and truly believe that we can help like we did with (company similar to theirs).”

Why it works:

You’re acknowledging their response but offering a quick insight into how others have benefitted from listening, which can make them reconsider.

2. “I don’t have time right now.”

Response:

“I appreciate that—apologies for calling at a bad time! If now’s not the best time, when would be a more convenient time for a quick chat? And could I quickly explain why I was reaching out to see if it makes sense to do so again?”

Why it works:

You’re respecting their time and offering to work with their schedule, keeping the door open for a conversation later. This also allows for you to quickly mention your value so they remember you next time you call, or it could open the door (if it sounds interesting to them) to continue your call.

3. “We don’t have the budget.”

Response:

“I totally get that budget is tight. Out of curiosity, what are some of the main challenges you’re facing with (mention relevant area, where your service can specifically help them based on your research)?

From what I’ve seen with customers we’re working with (relate value point to what you’ve mentioned above). I know there’s no budget at the moment, but do you think this kind of impact could benefit your team down the line?”

Why This Works:

This approach opens with curiosity and respect for their constraints, moves into a personalised value proposition based on their pain points, and closes by inviting them to think about the potential benefit without pressuring them for immediate action. It frames your service as helpful and relevant, while allowing them to consider it at their own pace.

4. “Can you just send me an email?”

Response:

“Absolutely—I can send something over. To make sure it’s relevant, do you mind answering a few questions around (what you’re calling about)?”

Why it works:

You’re honouring their request while keeping the conversation alive. This response allows you to qualify their interest and personalise the follow-up. It also leaves the door open to continuing your call if they find the subject interesting enough.

5. “We’re already working with someone else.”

Response:

“That’s great! Out of curiosity, how’s that working out for you? We’ve actually worked with a few companies who already had a solution, but they’ve found that implementing (your services) has helped them (specific point you can help them with).”

Why it works:

You’re respecting their existing relationship while offering to complement it. This gives the prospect a reason to stay engaged without feeling pressured.

Turning Objections into Opportunities

When approached correctly, objections can become valuable insights and even help you move the conversation forward. Here’s how to turn objections into opportunities:

• Objections give you clues about the prospect’s priorities and concerns. For example, if budget is a concern, focus on the return on investment. Use each objection to tailor your approach to what matters most to them.
• A well-placed question can make the prospect open up further. For example, if they say, “It’s not the right time,” ask, “What would be the right timing for this?” or “What other priorities are you focused on right now?” Questions like these can reveal more about their needs and give you insights to work with.
• If you sense they’re uncertain or hesitant, acknowledge that feeling. Saying, “I understand this might not be your top priority right now,” can make them feel understood rather than pressured. This builds trust and encourages them to keep the conversation going.

By treating objections as conversation starters rather than deal-breakers, you can turn challenging moments into opportunities to learn more and deepen the relationship.

Tips for Overcoming Resistance in Cold Calls

Beyond knowing the common objections, here are some strategies to keep in mind when overcoming resistance during cold calls:

1. Prospects can sometimes sound abrupt or uninterested, but staying calm and positive can help ease the conversation. Even if the response is challenging, a friendly tone can create a sense of ease.
2. Objections are often rooted in the prospect’s specific needs or pain points. If you stay focused on solving their issues instead of pushing your product, they’re more likely to listen to what you have to say.
3. Make sure to really listen to what they’re saying. When they raise an objection, repeat or summarise it back to them to show you’re paying attention. This builds rapport and makes the prospect feel heard, which can lower resistance.
4. While it’s good to have responses prepared, don’t rely on them too rigidly. Tailor your responses based on the prospect’s tone or specific words. Adaptability is key to making the conversation feel genuine.
5. Not every prospect will be open to a follow-up, and that’s okay. If it’s clear they aren’t interested after you’ve tried to overcome objections, thank them for their time and move on. Ending a call professionally leaves a positive impression.

Summary

Handling objections effectively can make all the difference in cold calling. By understanding the psychology behind objections, building rapport, and preparing for common responses, you can turn resistance into meaningful conversations.Remember, not every objection is a rejection—many are simply requests for more information or reassurance. With practice, you’ll start recognising the difference between genuine objections and fob-offs, giving you the confidence to respond appropriately.Good luck with your calls! If you’d like more in-depth tips or training, our Cold Calling Course goes further into handling objections and other key skills. And don’t hesitate to reach add me on LinkedIn and message me if you have questions—happy calling!