How to Handle the ‘Now Is Not a Good Time’ Sales Objection

Timing objections are rarely about the actual timing. When a prospect says, “Now is not a good time,” what they often mean is:

• This isn’t a priority right now.
• We’re not fully convinced yet.
• We don’t feel the urgency to act.

The key is to uncover what’s truly behind the hesitation and help them see why waiting could cost them more than moving forward.

Why Prospects Say ‘Now Is Not a Good Time’

1. Other priorities feel more urgent – The focus is elsewhere, making this decision seem less critical.
2. Uncertainty about readiness – They might feel like they need more internal alignment before moving forward.
3. Avoiding commitment – "Not a good time" is often an easy way to delay a decision without saying no.
4. No clear urgency – Without a strong reason to act now, there’s no pressure to move forward.

How to Respond and Keep the Conversation Moving

1. Ask What’s Holding Them Back

Rather than accepting "not a good time," dig deeper to understand the real concern.

Example:
"I completely understand. Just so I can better align with your timeline, what specifically makes now a challenging time?"

GPT Prompt:

Generate a response that helps uncover whether the hesitation is about priorities, budget, or uncertainty.

2. Reframe the Cost of Waiting

If there’s no urgency now, show them what delaying might cost them.

Example:
"I totally get the need for the right timing. But if this solution could help you [save X hours, prevent lost revenue, improve efficiency], is it worth waiting, or could this actually be the perfect time?"

GPT Prompt:

Create a response that highlights the hidden cost of delaying the decision.

3. Offer a Low-Commitment First Step

If committing fully now feels overwhelming, suggest an easier way to get started.

Example:
"If a full rollout isn’t ideal right now, what if we started with a small test or pilot program? That way, you can see the impact without a big commitment."

GPT Prompt:

Craft a response that offers a phased approach or trial to ease hesitation.

4. Tie It to Their Current Goals

If timing is an issue, align your solution with their top priorities.

Example:
"Totally understand. Based on what you’ve shared about your goals for [specific challenge], do you think delaying this might impact those objectives?"

GPT Prompt:

Generate a response that connects our solution to their most pressing priorities.

5. Schedule a Future Check-In (With a Hook)

If they’re firm on waiting, set a follow-up with a compelling reason to reconnect.

Example:
"That makes sense. How about we check in [specific time frame] when things are more settled? In the meantime, I can share insights on how others in your space are tackling this challenge."

GPT Prompt:

Create a response that keeps the door open with a strong reason to reconnect.

Cheat Sheet for Handling ‘Now Is Not a Good Time’

Final Thoughts

Timing objections aren’t about time—they’re about priorities, confidence, and urgency. Instead of accepting the delay, help your prospect:

• Clarify what’s truly holding them back
• See the downside of waiting too long
• Explore a smaller, easier way to move forward
• Reconsider priorities and whether this fits now
• Stay engaged so the conversation doesn’t go cold

The best time to buy? When the problem is costing them more than the solution.

How DocketAI Can Help

DocketAI gives sales teams instant access to urgency-driven messaging, tailored follow-up strategies, and ROI-backed responses—so "not a good time" never means a lost deal.

See it in action—Book a demo today!