Objections
What to say when a prospect says “we’re all set”
“We’re all set.”
It’s the thing we hear most on a cold call. And most of the time, it’s true.
The person we called is getting the job done without us. They have a vendor. Or a spreadsheet. Or a person who handles it. It works. They don’t see how we’re any different. So why would they switch?
That’s not really an objection. It’s the status quo talking.
What we usually do
We argue. We list all the reasons they aren’t actually all set.
That’s exactly what they expect us to do. And the moment we do it, the walls go up.
What to do instead: 3 steps
1. Diffuse
Say, “That’s okay.”
That one line calms the whole conversation down. They were braced for a rebuttal. They didn’t get one.
2. Get curious
“How’s it going with your current vendor?”
“It’s going fine. We’ve been with them four years.”
“Sounds like you’re really happy with what you have?”
Sometimes you’ll hear, “Yeah, except for…” That’s an opening. Either way, they feel heard, and we learn how they get the job done today.
3. Shine a light, then take away the pressure of now
If it fits, mention something they might not know that could hurt them. Ask it as a question. No pitch.
“Would you be open to reviewing your options, just to see if there are opportunities beyond what you have now to avoid overpaying property taxes? Not for now. Just so you have it in your back pocket for the future.”
“Not for now” matters. Prospects are afraid we’re going to try to sell them today. So we don’t.
And if they still say no? That’s fine. We never assumed they had a problem. We were just checking.
A real example, over email
A seller emailed a hospital about drug spend. The reply:
“We currently have single-digit WAC spend across our system, so I don’t think I miss much since I check it monthly.”
The seller didn’t argue. They shared what they’d seen:
“Typically, when people review WAC spending monthly, they’re overpaying 8 to 12% month over month because they don’t have visibility into daily price fluctuations. I have no idea if that’s the case for you. Would this be worth another email exchange?”
The prospect wrote back: “I have some time Friday afternoon.”
No pressure. No pitch. Just something true they hadn’t thought about. Read the full exchange.
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 “we’re all set” 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: email, calls, LinkedIn and follow-up. $197.
- Training a team? That’s the Selling Without Pitching workshop.
Quick answers
What does “we’re all set” really mean? It usually means the prospect is getting the job done without you. They have a vendor, a tool or a person that works well enough. They don’t see how you’re different, so there’s no reason to switch.
What should you say when a prospect says “we’re all set”? Start with “That’s okay.” Then get curious: “How’s it going with your current vendor?” Then, if it fits, mention something they might not know that could hurt them, and take away the pressure of now: “Not for now. Just so you have it in your back pocket.”
Should you try to overcome “we’re all set”? No. The prospect expects you to argue. When you do, the walls go up. Agreeing first lowers them.