Objections
What to say when a prospect says “this isn’t a priority”
“This isn’t a priority.”
Often, it’s simply true. Everyone has limited time and money. Having a problem isn’t enough to make someone change.
I have a TV in the back bedroom that’s missing a pixel. I barely watch it. When I do, I barely notice. Not a priority.
It could also mean we haven’t shared anything they didn’t already know.
What to do: 3 steps
1. Diffuse
“That’s okay. Most of the time when I call, this isn’t a priority.”
2. Discover
“Seems like you have a lot on your plate.”
Listen.
“Sounds like this won’t be a priority this whole year.”
Listen again. If the label is wrong, they’ll correct you.
3. Shine a light
People ask me, “How do I become a priority?”
Show what it might cost to do nothing. If they don’t know about a problem, it can’t be a priority. Once they see it, it might be.
A real example
I walked into a running store with my wife. I didn’t need anything.
If the clerk had asked, “Can I help you find some sneakers?” I would’ve said no thanks.
Instead she asked, “Are you a runner? What distance? Have you ever had a gait test?”
Minutes later I was on a treadmill. She paused the video and showed me my feet roll inward. Run long distances in the wrong shoes, and you can get hurt.
New sneakers became a priority. I spent about $120.
Hear it out loud
Reading it is one thing. Saying it on a live call is another.
- Tongue Tied has my word-for-word answer to “this isn’t a priority” and 33 other objections, with audio of how I say each one. $47 a set.
- Poke the Bear is my cold calling course, with real calls. $197.
- The Badass B2B Growth Guide is my cold outreach course. $197.
- Training a team? That’s the Selling Without Pitching workshop.
Quick answers
What should you say when a prospect says “this isn’t a priority”? Start with “That’s okay. Most of the time when I call, this isn’t a priority.” Then listen. If it keeps coming up, share what doing nothing might cost them, as a question.
How do you become a priority for a prospect? Help them see a cost of doing nothing they didn’t know about. Problems they can’t see can’t become priorities.