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Objection Crusher: “This Isn’t a Priority”
How to move to the top of their to-do list
When a buyer says your solution “isn’t a priority,” they’re not always saying no. They’re saying it doesn’t feel urgent. That’s your opening.
This objection is a signal not a stop sign. Great reps know how to reframe it by showing what it’s really costing them to wait.
The best way to create urgency isn’t pressure. It’s clarity. Connect your solution to pain that already exists, even if it’s being ignored.
Your Ready-to-Use Scripts
When they say: “It’s just not urgent right now.”
Say: “Got it. Out of curiosity what does this cost you every quarter it stays unsolved?”
When they say: “We’ve got other things ahead of this.”
Say: “Makes sense. How does this impact those other priorities directly or indirectly?”
When they say: “Let’s revisit this next year.”
Say: “Sure thing. Just so I can better prep for that convo what would need to change to make this urgent?”
When they seem passive but interested.
Say: “This feels like a ‘not now’ more than a ‘no’ want to unpack if there’s a business case for doing it sooner?”
Action Steps This Week
Coach reps to ask cost-of-inaction questions early and often.
Create urgency visuals that show monthly or quarterly impact of waiting.
Roleplay priority objections and have reps write three custom follow-ups each.
Help your team tie your solution to top-three company initiatives.
If they don’t feel the pain, they won’t take action.
