What it usually means
The buyer is worried about the effort of implementing something new on top of their workload. Ironically, the problem you solve may be why they're so busy.
The approach
Find out what's taking up their time and how much effort switching would really take. Offer to do the heavy lifting.
What to say
1I hear that a lot, and often the busiest teams get the most from this. What's taking most of your time right now?
2Setup takes about two hours of your team's time; we do the rest. Would that be manageable?
3When does your busy period end? Let's plan to start just after.
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Dismissing their workload
- Underselling the setup effort and losing trust later