Objection on a cold call? Try putting it in your back pocket.

Objections are a given when cold calling.

There are two types of objections you receive:

1. Brush-offs. These are just ways to get you off the phone. They come almost immediately. “I’m in the middle of something…” “I’m running into a meeting…” “Not interested…” “send me an email…” and other phrases like that. Let’s set those aside for now.
2. Genuine. These come a little deeper into the conversation after you’ve had a little discussion about what they’re doing today.

For these genuine objections, there’s a tactic for responding to these I like to call “back pocket.”

First let’s start with the basics of any objection:

1. Your reaction matters more than your response—at least at first.

If you try to immediately answer the objection you’re basically telling them they’re wrong and this builds a bigger wall between you and them.

So always react with empathy:

• Stay calm and slow down a bit
• Say something like, “yeah that makes a lot of sense.”
• Avoid any “I” statements including, “I understand.” Keep the focus on them.

2. Label what you heard with a “sounds like…” phrase.

• “That makes sense. Sounds like you've got a system that works right now.”

3. Here’s where we begin to employ the Back Pocket tactic: change the subject!

• Ask a somewhat unrelated process question and something that is not challenging their current way at all. “Before I let you go, just curious if you’ve seen that Google Appointment feature online? … have you ever used it? …”
• The idea is you’re putting their objection in your back pocket.
• You’re attempting to continue the conversation but lower the tension around the initial objection.

4. As the conversation progresses you continue to learn more about their situation and begin to circle back to the original objection.

5. Now pull the original objection out of your back pocket and — as you have more information — you’re able to respond to it as you might normally BUT as there’s been some verbal distance from the initial objection and you’ve learned more, the prospect will be more open to hearing it.

Here’s an example based on a client's situation. They sell meeting management software to banks.

Prospect: “Our customers don’t like to book online ahead of time. We’re all set for now.”
Rep: “That makes sense. Sounds like you’ve got a system that works.”
Prospect: “Yup.”
Rep: “Before I let you go, have you seen Google Appointment?”
Prospect: “Yeah, I’ve seen it.”
Rep: “Used it personally?”
Prospect: “No.”
Rep: “I haven’t either outside of product demos. But here’s why I ask: we’re having conversations with your peers who have told us they have a couple kinds of customers.

Those that like to walk in and those that like to book online first. Those that book online are typically shopping for a bank. You mentioned your customers like to walk in. Do you track how shoppers — new accounts — like to do it?”

Prospect: “I’m not sure.”

Sales Rep: “If you’re interested, I could pull some numbers of competitive banks on this and share with you. It’s typically a big part of their new account competitive advantage. And also, we’re the only platform that integrates banks directly with Google Appointment.”

Happy to share more data like this so you can consider it. Do you have some time on Thursday?”

Try the Back Pocket method on your next call. Instead of fighting the objection, put it aside for a moment—then circle back when the timing is better. Let me know how it works for you!