How to Handle:
“We don't need this”
The prospect is stating they don't see a requirement for your solution. This is one of the most fundamental objections because without established need, there's no sale. Your job is to uncover latent needs or help them see problems they haven't recognized.
Why Prospects Say This
Prospects say this for several reasons: (1) They genuinely don't have the problem you solve, (2) They don't realize they have the problem, (3) They have the problem but don't think it's solvable, or (4) They're brushing you off. Discovery is essential to understand which scenario you're in.
Best Responses
The Curiosity Probe
“I appreciate you being direct. I'm curious though—when you say you don't need this, is it because you've already solved [the problem we address], or because it's not something that comes up for your team?”
Why It Works
Opens a dialogue instead of arguing. Helps you understand if they have the problem at all.
Best For
Initial discovery calls, prospects who seem dismissive
The Peer Insight
“That's fair. A lot of [similar companies/roles] said the same thing initially. What surprised them was [specific pain point or inefficiency they discovered]. Out of curiosity, how does your team currently handle [related process]?”
Why It Works
Uses social proof to create doubt about their certainty. Opens discovery about their current state.
Best For
Prospects unaware of their problems, industries with common hidden inefficiencies
The Quantification Question
“Got it. Let me ask you this: how much time does your team currently spend on [related task]? And what happens when [related problem] occurs?”
Why It Works
Gets them talking about related activities. Often uncovers problems they haven't quantified or prioritized.
Best For
Prospects who haven't measured their pain, productivity-related solutions
The Future-State Vision
“Understood. If this isn't a priority right now, I'm curious—what are the big initiatives your team is focused on? Is there anything that, if it got better, would make a significant difference to your goals?”
Why It Works
Pivots to their priorities. Sometimes connects your solution to goals they care about.
Best For
Strategic sales, solutions that enable broader initiatives
Do's and Don'ts
Do This
- Ask questions to understand why they think they don't need it
- Share examples of similar companies who felt the same initially
- Quantify the problem—sometimes they have it but haven't measured it
- Connect your solution to priorities they've stated
- Be willing to walk away if there truly is no need
Don't Do This
- Argue with them or insist they have a problem
- Push forward with a pitch when they've said they don't need it
- Assume they're wrong without understanding their situation
- Take it personally or get defensive
- Waste time on prospects with genuinely no need
Follow-up Questions to Ask
“When you say you don't need this, can you help me understand why?”
“How does your team currently handle [the problem we solve]?”
“What would need to change for this to become a priority?”
“What are the big initiatives you're focused on right now?”
“Have you evaluated solutions like this before? What was the outcome?”
Industry-Specific Variations
“We have tools that already do this.”
“That makes sense—most companies have some solution in place. Out of curiosity, what are you using today? And if you could wave a magic wand and improve one thing about it, what would it be?”
“Our current process works fine.”
“If it's working, that's great. Many manufacturers tell me that until they look at the numbers—how much does downtime or rework actually cost? Have you quantified those impacts recently?”
“We've been doing fine without this.”
“I hear that a lot from firms. What I often find is that partners are so busy delivering client work that internal inefficiencies fly under the radar. How much time do your people spend on [non-billable task] versus client work?”
Pro Tips
- The best response to 'we don't need this' is questions, not arguments. Seek to understand before trying to convince.
- Sometimes the prospect is right—they genuinely don't need your solution. Qualify out early rather than wasting both parties' time.
- If they have the problem but don't realize it, sharing metrics and peer examples creates awareness without being pushy.
- Needs can be latent (they have the problem but don't know it) or active (they're aware and looking for solutions). Latent needs require education.
- If their current state truly is 'good enough,' your only path forward is showing them what 'great' looks like and why it matters.
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