Written By: Jeb Blount
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If you’re doing any kind of cold calling or prospecting, you’ll eventually hear this objection: “I’m in a meeting right now.” Paul Wise, a heavy cold caller from Normandy, France, targets product managers at software companies and says that nine times out of ten when he gets a decision-maker on the phone, they claim to be “in a meeting.”
As I explained to Paul, how you respond in that moment can make or break your opportunity to move forward.
First, let’s acknowledge something important: If someone is genuinely in the middle of an important meeting, they typically don’t answer calls from unknown numbers. The fact that they picked up your call suggests they might not be as unavailable as they claim.
That said, they might be between meetings, heading into a meeting, or simply using this as a brush-off technique. Regardless of their true situation, you need an objection handling strategy.
Based on my conversation with Paul, here are three effective approaches to handle this common situation:
This is what Paul has been doing: When he gets someone on the phone who says they’re in a meeting, he delivers his DMX (Decision Maker Express) pitch as quickly as possible, then tries to secure a meeting.
Paul mentioned this sometimes works for him. He gets the meeting scheduled, then works hard to ensure they show up by engaging with them on LinkedIn, sending follow-up emails, and basically “surrounding” them with touch points.
The upside: You’ve got them on the line, so why not take your shot? The downside: Rushing through your pitch can make you sound desperate and reduce your effectiveness.
When to use it: If you have a high-energy personality and can deliver a compelling, concise pitch without sounding rushed, this approach can work. It’s especially effective if you have a solid follow-up strategy to ensure they show up to the meeting.
Instead of trying to pitch someone who’s claimed to be busy, simply acknowledge their situation and pivot directly to scheduling:
“I totally expected you to be in a meeting and not able to talk. That’s exactly why I called—to find a time that’s more convenient for you. Why don’t I send you a meeting invite for Thursday at 2:00, and then we can get together when you do have time to talk?”
This approach demonstrates respect for their time while simultaneously accomplishing your objective of setting an appointment.
What happens next reveals a lot:
When to use it: This works particularly well when you sense the prospect is genuinely busy, but they might be interested with the right approach. It’s respectful, professional, and surprisingly effective.
This is my personal favorite because it uses psychology to your advantage.
When the prospect answers with high energy, saying they’re busy or in a meeting, don’t match their energy. Instead, deliberately slow down and use a calm, relaxed tone:
“Totally get that. I figured you would be busy. Look, I only have two questions.”
Then—and this is critical—be quiet. Let the silence do the work.
If they truly have no time, they’ll hang up. But most won’t. Instead, they’ll likely say something like, “Okay, but go fast.”
Now you need to ask a question that gets them engaged—something they can easily answer that reveals qualification information:
“How many data points are you connected to in your current configuration?”
The magic happens in what follows:
The key to this approach is using non-complementary behavior—when they speed up, you slow down. This pattern interrupt makes you stand out from every other salesperson they’ve encountered.
When to use it: This approach works best when you sense the prospect isn’t actually as busy as they claim, but is using “I’m in a meeting” as a reflexive defense mechanism.
Regardless of which approach you choose, pay close attention to how they respond to your first question:
The best strategy depends on several factors:
How you handle this moment separates average salespeople from top performers. The best reps have multiple strategies ready and know when to deploy each one.
Remember, in sales, objections aren’t roadblocks—they’re detours that lead to the same destination. Master these three approaches to the “I’m in a meeting” objection, and you’ll turn what most salespeople see as a dead end into a pathway to more meetings and more deals.
Want more sales tips and strategies for overcoming prospecting objections? Download Jeb Blount’s FREE Objections Book Club Guide
Jeb Blount
Jeb Blount is one of the most sought-after and transformative speakers in the world…
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