How to Handle:
“We're in the middle of another project”
Teams with limited bandwidth often defer new initiatives until current projects complete. This objection reflects real resource constraints but can also indicate that your solution is not positioned as more valuable than current work.
Why Prospects Say This
Project teams have finite capacity, and taking on something new creates risk. This objection signals they see your solution as additive work rather than a way to reduce overall workload. The key is understanding their current project and finding alignment or minimal-friction entry points.
Best Responses
The Project Alignment
“That's fair—bandwidth is real. What's the project you're working on? Sometimes what we do actually complements or accelerates existing initiatives. Mind if I share a quick example?”
Why It Works
Positions your solution as potentially helpful to their current work, not competing with it. If there's alignment, you might accelerate their timeline.
Best For
Solutions that can integrate with or support other initiatives
The Parallel Track
“Totally get it. Here's what some teams do—they run a small pilot alongside their main project. It's hands-off for the project team and gives you data for when the current work wraps. Would something like that work?”
Why It Works
Offers a low-impact way to engage without derailing their current priorities. Parallel tracks can accelerate eventual adoption.
Best For
Solutions that can run independently without requiring project team involvement
The Post-Project Prep
“Makes sense. When's the project expected to wrap up? I'd love to connect a few weeks before then so you're ready to move quickly when bandwidth frees up. Would that be helpful?”
Why It Works
Respects their current commitment while securing a future touchpoint. Being ready to go when they are creates momentum.
Best For
When the current project has a clear end date
The Bottleneck Question
“I hear you. Quick question—is the project taking longer than expected, or is it on track? I ask because sometimes the challenges slowing down projects are exactly what we help with.”
Why It Works
Explores whether your solution could help with current project pain. If their project is struggling, you might be a solution, not a distraction.
Best For
Solutions that address common project challenges (efficiency, collaboration, etc.)
Do's and Don'ts
Do This
- Ask about the current project—timeline, goals, and challenges
- Look for ways your solution could accelerate or complement their work
- Offer lightweight engagement options that don't burden the project team
- Set specific follow-up timing based on their project timeline
- Provide resources they can consume asynchronously when they have time
Don't Do This
- Dismiss their current project as less important than your solution
- Require significant time commitment from people already stretched thin
- Ignore the current project and push your agenda anyway
- Wait until the project is done without staying in touch
- Assume the project will end on time—check in and adjust
Follow-up Questions to Ask
“What's the project you're currently focused on?”
“When is the project expected to be completed?”
“What's the biggest challenge you're facing with the current project?”
“Who's leading the project, and would they be involved in evaluating new solutions?”
“After this project, what's next on the roadmap?”
Industry-Specific Variations
“We're in the middle of a platform migration”
“Migrations are intense—I've been there. Here's a thought: some teams bring us in specifically because our tool runs independently during migration. Less to integrate now, and you're set up for the new platform. Worth a look?”
“We're swamped with a major client delivery”
“Client work always comes first—I respect that. What if I put together a one-pager you could review on your own time? If it resonates, we can talk after the delivery. Sound fair?”
“We're in the middle of a production line overhaul”
“Those overhauls are all-consuming. Interestingly, several of our manufacturing clients use us specifically during transitions to keep data flowing while systems change. Would a 10-minute overview be worth it?”
Pro Tips
- Ask about the project they're working on with genuine curiosity. Understanding their current work helps you find connections to your solution.
- Projects often run over schedule. Check in periodically and adjust your timeline expectations accordingly.
- If their current project relates to your space, offer to share relevant insights or lessons from similar implementations. Be helpful, not salesy.
- Create 'async' content (videos, one-pagers, case studies) that busy project teams can review on their own time without scheduling a meeting.
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