Introduction
Cold calling can be challenging, but handling objections doesn't have to be. Many SDRs believe they need to memorize countless rebuttals for every situation, but the truth is, objections fall into just a handful of categories.
Mastering these categories and practicing your responses can double the number of conversations you have, leading to more meetings booked—and ultimately, more revenue.
This guide will show you how to handle two of the most common objections: The Brush-Off and Competition. Once you nail these, you'll start turning more "No's" into conversations.
Step 1: Recognizing the 6 Core Objection Categories
Objections may seem endless, but they actually fall into six main buckets:
- The Brush-Off – "I'm busy," "Not interested," "Can you send info?"
- Authority – "I'm not the right person," "Talk to my boss."
- Timing / Bandwidth – "Now's not a good time."
- Competition – "We already use someone for this."
- Surprise / Skepticism – "How did you get my number?"
- Budget / Price – "This isn't in our budget."
By grouping objections like this, you can drastically simplify your approach.
Step 2: Handling The Brush-Off
Most of the time, when a prospect says "I'm busy" or "Not interested", they aren't actually rejecting you. They're rejecting the idea of engaging with an unknown caller. Your goal? Get them to stay on the line—just for a few seconds.
Here's an easy response:
"I know I caught you cold here—do you mind if I level with you really quickly and explain what we do so we don't waste any time with unnecessary follow-up?"
Why this works:
- It acknowledges that you're interrupting their day.
- It gives them control—they can opt out, but many won't.
- It promises efficiency—no wasted time in an endless email sequence.
Many prospects will give you 30 seconds. And that's all you need.
Step 3: Handling the "We Already Use a Competitor" Objection
Hearing "We already use X" can feel like a dead end, but it's actually an opening. The key is to differentiate—without trashing the competition.
Try this:
"Would you mind if I very briefly explain how we're different, and you can tell me if it's worth continuing the conversation?"
Why this works:
- It shifts the focus from "we already have a solution" to "is this solution the best fit?"
- It's non-confrontational—prospects don't feel pressured.
- It gives you a chance to highlight what sets you apart.
From there, it's on you to know your unique value proposition and make it relevant to them.
Step 4: Practice, Practice, Practice
Knowing these responses isn't enough—you have to internalize them. Here's how:
- Role-play daily – Whether with a manager, team member, or AI sales coach, practice these responses until they feel natural.
- Record & review – Listen to your calls and refine your delivery.
- Test variations – Find what works best for your style and your market.
The more you practice, the easier it gets. Soon, these responses will be second nature.
Conclusion: The Simple Path to More Sales Conversations
Handling objections is a skill—and like any skill, it gets easier with repetition. Instead of feeling overwhelmed, simplify your approach:
- Recognize that objections fall into just six categories.
- Use structured responses to keep the conversation going.
- Practice daily to make handling objections effortless.
Mastering objections won't just make you a better SDR—it will double the number of conversations you have, leading to more meetings and more revenue.
