Hook (Wrong Person) · Surfaces in: Sales call, demo follow-up, exit-survey, post-trial email.
“It is the wrong time for us right now.”
'Wrong timing' is the most ambiguous objection — it can mean genuinely-wrong-timing (procedural), genuinely-wrong-fit (Wrong Person), or wrong-budget-cycle. Surface which one, do not pressure on any. The honest response is to ask, accept the answer, and offer a re-engage path.
Verified · editorial policy
When the objection is legitimate
When the buyer is in a real life or business transition that genuinely makes this the wrong moment — a recent layoff, a merger, a launch their team is shipping. These are legitimate and the right response is to step back.
The real concern underneath
Usually one of: 'I am not ready to spend yet' (procedural), 'I do not believe this is the priority' (Wrong Person), or 'I am avoiding this' (founder-psychology). All three are valid; high-pressure response invalidates them and burns the relationship.
Response script
Response script
That is fair. What in particular makes this the wrong time — is it a budget cycle, a launch you are mid-ship on, or something more like 'this is not the priority for me yet'? I am asking because each of those would have a different right next step. If it is genuinely budget-cycle, I can pause and re-engage in [TIMEFRAME]. If it is priority, I will respect that and step back; you have my email if it shifts.
The question that surfaces the real concern
“'Is the concern with the timing of this purchase, or with the timing of doing the work this would unlock?' — surfaces whether the concern is procedural or priority-level.”
What NOT to say
- 'When would be the right time?' — Without context, this question presses the buyer to commit before they are ready.
- 'But you will fall behind if you wait!' — Urgency manufactured externally feels like manipulation.
- 'Let me know when you are ready.' — Vague and abandons the relationship. The honest response is a specific re-engage timeline.
Related Brunson terms
Frequently asked
- How long should I wait before re-engaging?
- 60-90 days for procedural timing. For priority-level concerns, longer — and only re-engage if the buyer signals a shift, not by your calendar reminder. Pestering buyers who said no is the fastest way to permanently lose them.
Pre-empt this objection on your page
The free 90-second Launch Diagnostic labels which Brunson diagnosis your page hits — and the objections you will hear follow directly from that diagnosis.