Get shut down immediately
“You can’t argue with another person into believing that they’re wrong.” – Jeb Blount.
I personally would hang this quote up on the wall. Great to know this in sales and in life.
Keeping this in mind, when faced with an immediate objection on a cold call, it’s a great idea to first create some space. Space can mean creating some silence for just 3 or 4 seconds, followed by a statement like ‘Ok I can understand that,’ followed by a curious question ‘Out of my own curiosity, what’s most important for you guys this year when it comes to XYZ, if anything at all?‘ This at least takes the focus away from the immediate objection, and allows you to have a more strategic conversation.