How to Handle:
“We're evaluating multiple options”
This is actually one of the better objections to hear - it means they're actively in a buying process. Your job is to become the front-runner and shape the evaluation criteria in your favor.
Why Prospects Say This
The prospect is being transparent that you're in a competitive process. They may be gathering information, trying to keep their options open, or using this as a polite way to avoid immediate commitment. The good news is they're actively evaluating, which means there's budget and intent.
Best Responses
The Criteria Shape
“That's smart - due diligence is important for a decision like this. I'm curious, what criteria are you using to evaluate your options? I want to make sure we cover what matters most to you.”
Why It Works
Gets insight into their evaluation criteria, which you can then influence. Shows you're consultative rather than pushy.
Best For
Early-stage competitive situations
The Front-Runner Positioning
“Glad to hear you're taking this seriously. What would make you feel confident that you've found the right solution? I'd love to help you build a framework that ensures you make the best decision - even if it's not us.”
Why It Works
Positions you as a trusted advisor rather than a competitor. Builds goodwill that often pays off.
Best For
Prospects who value consultative relationships
The Process Question
“Great, where are you in the process? Who else are you considering? I ask because I want to make sure we address any comparisons or concerns directly and give you the information you need.”
Why It Works
Gets competitive intelligence while showing confidence. Information about their process helps you sell more effectively.
Best For
Direct buyers who appreciate straightforward conversations
The Timeline Focus
“Makes total sense. What's your timeline for making a decision? And what happens if you don't have this solved by then? I want to make sure we're aligned with your process.”
Why It Works
Establishes urgency and consequences. Understanding their timeline helps you prioritize and pace the deal.
Best For
Situations where time pressure exists
Do's and Don'ts
Do This
- Ask about their evaluation criteria and help shape it
- Offer to help them build a decision framework
- Get specific about who else they're evaluating
- Understand their timeline and decision process
- Provide comparison materials that position you favorably
Don't Do This
- Pressure them to decide before they're ready
- Trash talk competitors when they mention names
- Assume you're the front-runner without evidence
- Ignore the competitive process and sell like you're the only option
- Be vague about your differentiation
Follow-up Questions to Ask
“What criteria are most important in your evaluation?”
“Who are the other vendors you're considering?”
“What would make you feel confident you're making the right choice?”
“What's your decision timeline, and who's involved?”
“Is there anything specific you've seen from competitors that we should address?”
Industry-Specific Variations
“We're doing a formal RFP with three vendors”
“Happy to participate in your RFP. What would be most helpful is understanding the outcomes you're hoping to achieve. Often the best vendors get eliminated in RFPs because evaluation criteria don't match actual needs. Can we discuss what success looks like for you?”
“We're talking to three agencies before deciding”
“That's the smart approach. What's most important to you in an agency partnership - capability, chemistry, or cost? We find that the right questions early prevent mismatches later. What would make this decision easy for you?”
“We're running POCs with multiple vendors”
“POCs are valuable. What will success look like in your proof of concept? I want to make sure we're measuring what actually matters for your business, not just checking technical boxes.”
Pro Tips
- Being in an evaluation is good news - it means budget and intent exist
- Shape the criteria before they're finalized to favor your strengths
- Create urgency around their timeline, not yours
- Provide battlecards or comparison guides that make your case
Tired of Handling Objections?
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