How to Handle:
“We're too busy right now”
This objection is often a reflex response rather than a genuine blocker. While every company is busy, this response typically means your solution has not risen to the level of priority worth their limited time and attention.
Why Prospects Say This
Being 'too busy' is universal—everyone is busy. The real message is that your solution does not seem important enough to make time for. Either the pain is not acute enough, the value is not clear enough, or you have not connected with the right person who owns the problem.
Best Responses
The Time-Saving Frame
“I totally get it—everyone's stretched thin. That's actually exactly why I'm calling. What we do saves our clients 10+ hours a week on [specific task]. Worth 15 minutes to see if we could do the same for you?”
Why It Works
Reframes your solution from 'another thing to deal with' to 'something that reduces the busy.' The specific time savings makes it tangible.
Best For
Solutions that have clear productivity or time-saving benefits
The Empathy Bridge
“Completely understand—this time of year is crazy for most teams. Quick question: is the busyness coming from [problem your solution addresses]? Because that's exactly what we help with.”
Why It Works
Shows you understand their world while subtly positioning your solution as the answer to their overwhelm, not an addition to it.
Best For
When you know what type of work is consuming their time
The Calendar Reality
“I hear you. Here's what I've found—there's never a 'not busy' time. Would it make sense to book something 2-3 weeks out when things might settle down? That way you're not committing to anything right now.”
Why It Works
Acknowledges the reality while securing a future commitment. Pushing the meeting out reduces the perceived time cost today.
Best For
Prospects who seem receptive but genuinely overwhelmed
The Quick Value Drop
“No worries at all. Before I let you go—I noticed you're dealing with [specific challenge based on research]. We just helped [similar company] solve that and saved them [specific result]. Would a 2-minute email summary be worth your time?”
Why It Works
Offers an ultra-low-commitment alternative that keeps the door open. A well-crafted email can reignite interest.
Best For
Cold calls when you need to salvage the interaction
Do's and Don'ts
Do This
- Keep your ask small—request 15 minutes, not an hour
- Lead with how you save time, not how you add value
- Research their specific situation so your pitch is relevant to their busy
- Offer flexible scheduling including early mornings or lunch
- Provide a clear, specific agenda so they know exactly what the time investment covers
Don't Do This
- Dismiss their busyness as an excuse—respect their time
- Request lengthy meetings or multiple stakeholder calls upfront
- Send long emails that require significant time to read
- Be vague about what you want to discuss or how long it takes
- Follow up too frequently and add to their overwhelm
Follow-up Questions to Ask
“What's creating the most pressure on your time right now?”
“If you could get 5 hours back per week, where would you invest that time?”
“Is the busy season temporary or is this the new normal?”
“What would need to happen to create space for evaluating new solutions?”
Industry-Specific Variations
“We're in the middle of a sprint and can't take on anything new”
“Makes sense—I wouldn't want to disrupt your velocity. Most of our engineering clients do a quick async evaluation first. I'll send a technical overview that your team can review when they have a break.”
“We're understaffed and can barely keep up with patient care”
“I hear that—staffing challenges are real right now. What if I showed you how other practices are doing more with fewer people? It's specifically designed for busy teams who can't add headcount.”
“We're ramping up for our peak season”
“Perfect timing then—this is exactly when [problem] hits hardest. Would 10 minutes be worth it to see if we can take something off your plate before the rush really hits?”
Pro Tips
- The 'busy' objection is often less about time and more about priority. Your job is to reframe your solution as a priority-maker, not a priority-taker.
- Always have a 'lite' version of your ask ready. If they can't do 30 minutes, can they do 10? If not a call, can they watch a 3-minute video?
- Morning slots (7-8 AM) often work for busy executives who have full calendars later. Offer early times as an option.
- Send a calendar invite with a clear agenda even before they agree. Sometimes the specificity of a real meeting makes it easier to commit.
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