Customers say “What’s this about” for a reason. Here is what usually sits behind it, how to respond and what to avoid.
A guarded question at the start of a cold call. The customer is deciding whether to give you attention and wants a quick, clear reason. A long answer or a vague one will end the call. A short, specific, relevant opening is your best chance.
Typical in: Software and SaaS, Insurance and finance, Real estate, Telecom and energy, Professional services, Retail and e-commerce, Manufacturing and logistics, Contact centre and customer service
Pick the framework that fits the customer. The wording is an example direction, not a script: say it in your own words.
Ask for a moment, a question or a next step, and accept the answer.
“Fair question. I am calling because we help companies like yours with X, and I wanted to ask whether it is something that matters to you at the moment. May I have thirty seconds to explain?”
Ask what sits behind the objection, so you answer the real concern.
“Directly: I am calling about X. I would like to know whether it is something you handle, and if not, who does. Is that the right place to start?”
End politely and leave the door open. A respectful no can still be a good call.
“I will be brief: it is about X, and I do not want to take your time if it is not relevant. If it is not, tell me and I will let you go.”
After your response, ask:
Is X something that you or someone else on your team looks after?
Avoid: It’s a very exciting opportunity that I’m sure you’ll want to hear about.
Vague enthusiasm is the opposite of a clear reason. It triggers the customer’s caution and usually ends the call.
Reading is not the same as saying it. Talk to an AI customer who raises this kind of objection and see in the report which sentence helped.
Practise this objectionA guarded question at the start of a cold call. The customer is deciding whether to give you attention and wants a quick, clear reason. A long answer or a vague one will end the call. A short, specific, relevant opening is your best chance.
Ask permission: “Fair question. I am calling because we help companies like yours with X, and I wanted to ask whether it is something that matters to you at the moment. May I have thirty seconds to explain?” Clarify before you answer: “Directly: I am calling about X. I would like to know whether it is something you handle, and if not, who does. Is that the right place to start?” Exit gracefully: “I will be brief: it is about X, and I do not want to take your time if it is not relevant. If it is not, tell me and I will let you go.”
Is X something that you or someone else on your team looks after?
Avoid “It’s a very exciting opportunity that I’m sure you’ll want to hear about.” Vague enthusiasm is the opposite of a clear reason. It triggers the customer’s caution and usually ends the call.
Educational conversation training. It is not legal or financial advice and it promises no results. Always follow your company’s rules, the terms of the product and a customer’s clear no.