Handling Resistance

I used to be asked “Why don’t you just call this Overcoming Objections?” The answer is quite simple really. Objections are just one type of resistance. An objection is sometimes just a stall tactic presented by a customer that just needs to see “value” before they decide.  

This module creates an opening into understanding the 4 major parts of resistance:

• Cynicism

• Skepticism

• Objections

• Rejection

Cynicism is the general belief that you doubt, that you have contempt of human nature. That you don’t believe in the goodness and sincerity of others. It’s the idea that you, as a salesperson, are not going to provide someone (the customer) with something for nothing. Cynics have the general notion that by helping them, there is something in it for you. The key to dealing with a cynic is providing them with the idea that meeting their need is what’s in it for you. Explaining that this is what you do for customers, and this is all you do, helps ease the tensions that the cynic has towards buying.  

Skeptics are often more aloof about just what may be causing hesitation. The skeptic may feel that the price, the effectiveness of a service, or the ability for anyone to meet their need is present so they become and can often stay undecided. Skeptics require clarification; they need to be kept in check. It’s important to know what the issue is that is causing hesitation.  

Once you can identify the issue you need to address it based on the type of resistance you are facing. We teach you how to handle each type and give a great six step process to finding and handling the basic issues that people have when shopping to fill a need.  

We cover eight different reasons customers hesitate to by and how to handle each. There is a reason you are hearing “No” that falls inside the four types of resistance. It’s not enough to realize a customers issue; you have to understand the reasoning behind it.  

For example, you may have an objection like “I don’t think that’s what I need.” You need to understand if they generally don’t have a need for your product or do they have a restriction that is preventing them from buying.  

You need to ask certain questions to clarify the objection. “What do you have in place now that can do what this product does?” You may find that their original statement does not apply. That’s where understanding and identifying hidden issues makes this the quintessential module for getting more sales.