"It's not a priority right now"
How to respond when a prospect says "it's not a priority right now"
"It's not a priority right now" is usually true, which makes it one of the more honest objections you will hear. Every team has more problems than time, and the buyer is telling you where yours sits on their list. What it does not tell you is why. The problem might be small for them, other projects might simply be bigger, or nobody has worked out what leaving it alone costs. Priorities also change, often because of a specific event: a new target, a lost customer, a key person leaving. Your job is not to argue that it should be a priority. It is to understand what is ahead of it, and what would have to happen for that to change.
Why buyers say it
- Other projects are genuinely bigger, more urgent or already funded.
- The cost of the problem has never been measured, so it feels smaller than it is.
- Leadership has set this year's goals, and this does not obviously connect to them.
- It is a gentle no that avoids a debate about whether the problem matters.
- The problem really is minor for them, and solving it would not change much.
5 ways to respond
Say them in your own voice. The goal is a real answer, not a clever comeback.
1.Ask what is at the top of the list
SPINThat's fair, every team has more on the list than time for. What are the priorities right now? I'd like to understand whether this connects to any of them.
Asking about their priorities shows interest in their world rather than your pitch. Sometimes the problem you solve sits underneath one of their top goals, and the buyer makes that connection themselves.
2.Ask what would move it up
NEPQMakes sense. Out of curiosity, what would have to happen for something like [problem area] to become a priority?
It treats the current priorities as legitimate and asks about the future instead. The answer gives you a specific trigger to watch for, so you know when to come back, without inventing urgency now.
3.Explore the cost of waiting
Gap SellingUnderstood. If [problem] stays as it is for the next six months, what does that cost you, roughly? If the answer is not much, that's a perfectly good reason to leave it.
Priorities tend to follow cost, and the cost of an unmeasured problem is easy to underestimate. Saying that "not much" is a perfectly good answer keeps the question honest rather than a setup.
4.Ask where it sits on the list
SandlerThat's helpful to know. Is this fifth on the list and might get there this year, or more like twentieth?
A light, concrete question gets a more precise answer than "not a priority." Fifth means a real conversation later this year; twentieth means you should step back, and both are useful to know.
5.Step back, tied to a trigger
Permission-basedNo problem, I'll step back. If [trigger event] happens, would it be alright to get in touch then, or would you prefer I didn't?
Tying the next contact to an event they recognize makes it relevant when it comes. Asking permission, and offering a way to decline, respects the priorities they have just described.
What to avoid
- Arguing that it should be a priority. You do not know their business better than they do.
- Inventing urgency with a deadline or a price change that is not real.
- Asking "what could be more important than this?" It dismisses the work they are doing.
- Following up every few weeks to ask whether it is a priority yet.
- Overstating the cost of waiting with numbers you cannot back up.
Questions that keep the call going
- "What are the top priorities for your team this year?"
- "What would have to happen for this to move up the list?"
- "What does [problem] cost you if it stays as it is?"
- "Who sets the priorities, and when do they get reviewed?"
- "Is there a natural point when it would make sense to talk again?"
Try it: type your response
The buyer says "It's not a priority right now". Write what you would say back, then check it against the advice on this page.
Pick an objection
"It's not a priority right now"
Aim for 12 to 60 words.0 words
Quick text check scored with simple rules. In Vonvo, voice calls are scored by AI on a full scorecard.
What the check looks for
Acknowledges first20 pts
Open with a few words like "That's fair", "Makes sense" or "I understand".
Asks an open question25 pts
Ask what, how, which, who or when, or offer an either-or choice, then stop talking.
Doesn't argue15 pts
Drop "but" after your acknowledgment, and skip "actually" and "to be honest".
No early discount or pressure15 pts
Leave discounts, "today only" and deadlines out of your first answer.
12 to 60 words10 pts
Keep it between 12 and 60 words.
Stays on their concern, not your pitch15 pts
Leave out features, demos and "we are better" claims until you understand what is behind the objection.
Questions about this objection
What is the difference between "not a priority" and "no budget"?
"No budget" is about money. "Not a priority" is about attention: the buyer might have the money and still put other projects first. Ask what is ahead of it and what would move it up, rather than talking about price.
How do I create urgency without being pushy?
You do not create it; you help the buyer see it, if it is there. Ask what the problem costs if nothing changes, and accept "not much" as an honest answer. Invented deadlines damage trust.
When should I stop following up on "not a priority"?
When you have no new reason to call. Tie your next contact to a specific trigger the buyer mentioned, such as a new target or a planning cycle, rather than a fixed reminder in your calendar.
How can I practice this objection?
Roleplay a discovery call with a buyer who agrees the problem is real but has other priorities, and practice asking about those priorities instead of defending yours. Vonvo lets you do this by voice with AI buyer personas and scores each call with feedback.
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