Instead of immediately countering an objection, validate it to make the prospect feel heard. This creates a 'sigh of relief,' moving them from a reactive state to a conversational one, which makes them more receptive to your next question.
A prospect's initial objection is a gut reaction to being interrupted, not a reasoned argument. Instead of addressing the objection's content (e.g., finding budget), focus on defusing the emotional reaction first. Handling the feeling opens the door to a real conversation.
On a cold call, prospects aren't ready to buy. Don't sell your product; sell the value of a future meeting. Frame the meeting as a low-stakes 'test drive' for when they might be interested later. This lowers resistance and makes it easier to get a 'yes' to the next step.
To uncover the true reason behind an objection, frame your follow-up question as a benefit to the prospect. Using the phrase 'just so no one else cold calls you again' reframes your request for information as a service, making them more likely to open up.