What it usually means
On a cold call this is a reflex, not a considered answer: they don't yet know enough to be interested. It can also be a genuine no.
The approach
Acknowledge it lightly, ask one question to check if the problem exists, and respect the answer.
What to say
1Fair enough, most people aren't when I first call. Can I ask, is that because it isn't a problem for you, or because you've already solved it?
2No problem. Just so I don't call you again about the wrong thing, how do you handle X today?
3Understood, I'll leave it there. Would it be all right if I sent one short article on how others handle this, in case it's useful later?
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Arguing
- Continuing your pitch as if they hadn't spoken
- Asking more than one follow-up question if they're clearly not open