{"id":2689,"date":"2018-09-28T15:30:00","date_gmt":"2018-09-28T19:30:00","guid":{"rendered":"https:\/\/primaressource.enconstruction.website\/overcome-resistance\/"},"modified":"2023-04-18T13:11:23","modified_gmt":"2023-04-18T17:11:23","slug":"overcome-resistance","status":"publish","type":"post","link":"https:\/\/blog.primaressource.com\/en\/overcome-resistance\/","title":{"rendered":"How to Overcome Resistance from your Prospect"},"content":{"rendered":"<div>\n <img decoding=\"async\" src=\"https:\/\/blog.primaressource.com\/wp-content\/uploads\/2019\/07\/simone-dalmeri-110419-unsplash-183238-edited-1.jpg\" alt=\"Overcoming client objections - Prima Resource\"><\/div>\n<p>It\u2019s unavoidable.<\/p>\n<p>As a sales representative, you\u2019ll confront resistance at some point in <a href=\"\/en\/b2b-sales-process\" target=\"_blank\" rel=\"noopener\">the sales process<\/a>, usually at the prospecting phase. Recognizing resistance and knowing how to defuse it are essential competencies to master.<\/p>\n<p>Though you may encounter different types of resistance, the solution can often be summarized with one word: Disarm.<\/p>\n<p>Perfect this skill, and you\u2019ll find there\u2019s no resistance you can\u2019t overcome.<\/p>\n<p><!--more--><\/p>\n<h2><span style=\"font-size: 36px\">Definition of resistance<\/span><\/h2>\n<p>The first step is recognizing whether you\u2019re dealing with prospect resistance or <a href=\"\/en\/how-to-handle-sales-objections\" target=\"_blank\" rel=\"noopener\">sales objections<\/a>. The difference is subtle, though important. Most of the time, <strong>an objection will surface due to the salesperson\u2019s failure of addressing resistance earlier on in the process.<\/strong><\/p>\n<p>Objections may manifest like this:<\/p>\n<ul>\n<li>I need time to think about it.<\/li>\n<li>Your product is too expensive.<\/li>\n<li>We already have a supplier.<\/li>\n<\/ul>\n<p>Eliminate these objections by addressing resistance you\u2019ve pre-emptively identified. <a href=\"\/en\/consultative-selling-questions\" target=\"_blank\" rel=\"noopener\">Your listening skills and ability for consultative selling are essential<\/a> if you\u2019re to pick up on your prospect\u2019s verbal or visual cues that hint at resistance.<\/p>\n<h2><span style=\"font-size: 36px\">How to overcome resistance<\/span><\/h2>\n<p>Don\u2019t let resistance turn into emotion. Many elements of your <a href=\"\/en\/sales-dna\" target=\"_blank\" rel=\"noopener\">sales DNA<\/a> will be called into action at this moment: <a href=\"\/en\/controls-emotions\" target=\"_blank\" rel=\"noopener\">your ability to control your emotions,<\/a> <a href=\"\/en\/how-need-for-approval-affects-sales-closing-rates\" target=\"_blank\" rel=\"noopener\">your need for approval<\/a>, as well as <a href=\"http:\/\/stats.objectivemanagement.com\/265#relationshipbuilding\" rel=\"nofollow noopener\" target=\"_blank\">your capacity to be a relationship builder<\/a>.<\/p>\n<p>Often, reps create resistance in prospects because only <a href=\"http:\/\/stats.objectivemanagement.com\/265#emotions\" rel=\"nofollow noopener\" target=\"_blank\">36% of them control their emotions<\/a> and only <a href=\"http:\/\/stats.objectivemanagement.com\/265#approval\" rel=\"nofollow noopener\" target=\"_blank\">38% don&#8217;t need approval<\/a>.<\/p>\n<p>On that note, <a href=\"http:\/\/www.omghub.com\/salesdevelopmentblog\/did-trump-really-sell-his-vision-managing-resistance-is-the-key?utm_campaign=partner&amp;utm_source=265&amp;utm_content=1566\" rel=\" noopener\">there are 8 steps to overcome resistance<\/a>:<\/p>\n<ol>\n<li>Be aware of the resistance<\/li>\n<li>Stop what you are doing<\/li>\n<li>Agree and take the necessary steps to lower the resistance<\/li>\n<li>Offer comforting messages that your prospect can agree with<\/li>\n<li>Confirm that resistance has been lowered<\/li>\n<li>Ask and receive permission to continue<\/li>\n<li>Remain aware of any change in resistance<\/li>\n<li>Rinse and repeat if necessary<\/li>\n<\/ol>\n<p>I\u2019d like to dive a little deeper on step 3 because it\u2019s counterintuitive. <strong>To lower resistance, you need to agree with your prospect\u2019s objection, even when the prospect is wrong. <\/strong>There are 2 things every rep should do to lower their prospect\u2019s resistance:<\/p>\n<ol>\n<li>Disarm<\/li>\n<li>Ask open-ended questions<\/li>\n<\/ol>\n<h3>1. Lower resistance by disarming, not disagreeing<\/h3>\n<p>The best way to lower resistance is to disarm the person who\u2019s resisting. Disagreeing will cause even more resistance.<\/p>\n<p>A tactic to avoid when trying to lower resistance is trying to sell your way out of it. Instead of convincing the prospect that they\u2019re wrong, try agreeing with them to disarm them.<\/p>\n<p>To someone saying, \u201cI don\u2019t think you\u2019re right for me,\u201d agree with \u201cYou may be right, let\u2019s talk about it.\u201d Put yourself in the position of the buyer and ask yourself to which reaction they\u2019ll most respond to.<\/p>\n<h3>2. Ask open-ended questions<\/h3>\n<p>The prospect may have legitimate cause to resist, though they may not have all the elements to properly analyze the situation. By asking the proper, open-ended questions, you want your prospect to find the answers by themselves, which makes them more willing to respond to your solutions.<\/p>\n<p>\u201cI\u2019m not sure I can help you, can you tell me if some aspects of your current situation leave you unsatisfied?\u201d<\/p>\n<p>The prospect will see you as a person who wants to find out more about them and act in their best interest, as opposed to someone who wants to sell to them, no matter what.<\/p>\n<h2><span style=\"font-size: 36px\">Different types of resistance<\/span><\/h2>\n<p>Every prospect reacts a certain way when faced with the situation of turning down a salesperson. Your ability to lower resistance depends on your ability to identify and handle the different types of prospects. In a recent <a href=\"https:\/\/blog.hubspot.com\/sales\/types-of-difficult-prospects-how-to-handle-them\" target=\"_blank\" rel=\"noopener\">Hubspot blog<\/a> article, Leslie Ye describes the main types which I summarized below.<\/p>\n<h3>1. The Know-It-All<\/h3>\n<p>A very common type, these people never require a salesperson\u2019s help.<\/p>\n<h4>Solution:<\/h4>\n<p>By asking open-ended questions, bring this person to admit to a few \u201cI don\u2019t know\u201d which you can then bring a solution to. You need to figure out early on if this prospect will respond or whether they\u2019re too stubborn, and if they are, let them go.<\/p>\n<h3>2. The DIYer<\/h3>\n<p>These people believe they can do everything themselves. They\u2019ll gather the information from you, and then proceed on without you.<\/p>\n<h4>Solution:<\/h4>\n<p>Sell value rather than price. You may be able, by asking just a few questions, to make them understand that they do need your expertise.<\/p>\n<h3>3. The Fan<\/h3>\n<p>A fan is a person who adores what you do. It\u2019s not resistance as so much as a person taking up your time and energy. They don\u2019t necessarily need your service, but they\u2019ve been following your social media accounts, appreciate your branding and are too nice to tell you they don\u2019t want to purchase from you.<\/p>\n<h4>Solution:<\/h4>\n<p>Guide them towards your website or resources, which they can peruse on their own. Limit the conversation and qualify whether they\u2019re going to do business with you, or only star gaze.<\/p>\n<h3>4. The Ghoster<\/h3>\n<p>These people will start the sales process, might even get to 3rd base, then ghost you. Either they\u2019ve changed their mind, are busy, or unsure.<\/p>\n<h4>Solution:<\/h4>\n<p>Open a door to give them an out. They may be afraid to confront you, so put them at ease to reveal their reason for ghosting.<\/p>\n<h3>5. The Busy Bee<\/h3>\n<p>This person isn\u2019t necessarily avoiding you; they\u2019re legitimately swamped.<\/p>\n<h4>Solution:<\/h4>\n<p>Send an email and let them know you understand that they\u2019re busy. There\u2019s no magic solution, be persistent, give different meeting options. In other words, put the ball in their court. They may come back to you months later when they\u2019re ready to allot you some time.<\/p>\n<h3>6. The Traditionalist<\/h3>\n<p>The traditionalist is afraid of change. They haven\u2019t yet reached their limit with standard solutions and might view your product as too \u201ctrendy.\u201d<\/p>\n<h4>Solution:<\/h4>\n<p>If they were 100% unwilling to consider a different approach or solution, they wouldn\u2019t have taken your call. Ask open questions to determine their pain point and focus on your solution, rather than your product.<\/p>\n<h3>7. The Waffler<\/h3>\n<p>These prospects can\u2019t decide. They might have fooled you into thinking they\u2019re the decision maker.<\/p>\n<h4>Solution:<\/h4>\n<p>When prospecting, make sure you ask the money question. Find out quickly if this person needs others\u2019 approval and instill in them the urgency to act now! There are also questions you can ask to help you stay in control of the sales conversation. Questions like \u201ccan you tell me more?\u201d or \u201cDo you always take the time to think about decisions like this?\u201d<\/p>\n<h3>8. The Hardballer<\/h3>\n<p>In short, this person aggressively negotiates every aspect of the sales process.<\/p>\n<h4>Solution:<\/h4>\n<p>You must decide if you want their business. If you do, let them feel they\u2019re winning. Unless you\u2019re willing to walk away, you\u2019ll have to negotiate and accept some of their terms.<\/p>\n<h3>9. The Control Freak<\/h3>\n<p>The control freak needs a say in every aspect of the sales process, even to the point of skipping steps.<\/p>\n<h4>Solution:<\/h4>\n<p>Lower resistance by determining their pain points. If ceding on some superfluous points will make them happy, do it. However, if they persist on skipping important steps, let them go.<\/p>\n<h2><span style=\"font-size: 36px\">When to create resistance<\/span><\/h2>\n<p>At the different end of the spectrum, if you ever find yourself dealing with a person who has zero interest and is entirely apathetic, <strong>you\u2019ll need to create resistance! <\/strong><\/p>\n<p>Once again, you will achieve this by asking open questions which will create emotion, a spark of interest. Make them realize they do require your service. When resistance occurs, disarm, ask open questions, build credibility, and go at their pace.<\/p>\n<p>On the other hand, you also have to know when to walk away\u2026<\/p>\n<p><a data-insert=\"true\" href=\"http:\/\/info.objectivemanagement.com\/SalesForceGrader.aspx?DistNum=265&amp;L=1\" rel=\"nofollow noopener\" target=\"_blank\">Do you your salespeople have what it takes to lower prospect resistance?<\/a><\/p>\n<p><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-0c933920-3538-463d-9925-b85037471088\"><span class=\"hs-cta-node hs-cta-0c933920-3538-463d-9925-b85037471088\" id=\"hs-cta-0c933920-3538-463d-9925-b85037471088\" style=\"text-align: center\" data-hs-drop=\"true\"><a id=\"cta_button_0c933920-3538-463d-9925-b85037471088\" class=\"cta_button\" href=\"http:\/\/info.objectivemanagement.com\/SalesForceGrader.aspx?DistNum=265&amp;L=1\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-0c933920-3538-463d-9925-b85037471088\" class=\"hs-cta-img \" style=\"border-width: 0px;margin: 20px auto\" src=\"https:\/\/blog.primaressource.com\/wp-content\/uploads\/2020\/03\/0c933920-3538-463d-9925-b85037471088.png\"><\/a><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Resistance from prospects in an inevitable part of sales. Most salespeople don&#8217;t deal with it efficiently, which leads to objections. There are 2 critical elements to master when trying to lower resistance.<\/p>\n","protected":false},"author":19,"featured_media":2687,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[147],"tags":[],"class_list":["post-2689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-competencies-dna"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Overcome Resistance from your Prospect<\/title>\n<meta name=\"description\" content=\"Resistance from prospects in an inevitable part of sales. Most salespeople don&#039;t deal with it efficiently, which leads to objections. 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