What it usually means
On a cold call it often just means "you interrupted me". Later in the process it can mean other priorities are winning, or the buyer doesn't see urgency.
The approach
On a first call, respect it and book a better time. Later in the process, ask what's changed and what happens if the problem waits.
What to say
1No problem, I caught you at a bad moment. Would later today or tomorrow morning be better for five minutes?
2Totally understand. What's taking priority right now? I'm asking so I know when it would make sense to talk again.
3Of course. Just so I understand, what happens to the problem we discussed if it waits six months?
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Carrying on with your pitch anyway
- Accepting a vague "later" without a date
- Calling again the next day without permission