How Salespeople Can Overcome Sales Resistance

Most salespeople focus almost exclusively on the words that you should say to someone to increase your sales. Salespeople spend 80% of their time learning what words to say to overcome objections or to close. However, if you look at this article, you’ll learn that what you say doesn’t matter. However, like everything in life, there is a small exception. How you make people feel is extremely important. Your specific words do not matter, yet some words you say will help the person feel comfortable with you. Why is this important? Because nobody wants to buy from a salesperson. If you speak like a salesperson, you’ll force them to build a wall of sales resistance. However, you can also help them break down this wall of sales resistance. This is especially important for cold leads.

Remember, this article is not claiming that it’s about the words you say; it’s about how you make them feel. In other words, this article will teach you how to build a stronger sense of rapport with people who are concerned that you’re a salesperson. Rapport is extremely important. Although I will be giving you some phrases to say, remember that the exact words don’t matter. What matters is the idea that the words convey. You do not need to memorize these sayings word for word unless you want to. However, you should understand why these words are being said because the reason why they are being said will help you build rapport, which plays a massive role in sales.

How to Break Down Sales Resistance

Most people, if they know or assume you’re a salesperson, will put up a mental wall to protect themselves from being forced into buying something that they don’t want to buy. Nobody wants to feel like they were tricked into buying something; it’s an awful feeling. First, let’s begin by saying that you shouldn’t be forcing someone into buying something. A lot of salespeople treat sales as a legal way to rob people. This mentality is disgusting. So, the first step is to change your mentality to one of respect for fellow human beings and believe that you’re really trying to help them, and the commission is only a bonus.

Your mentality is right, but the potential customer still has a protective wall up around you. This is because they believe that you’re going to manipulate them. This is where you need to reassure them that you’re not going to do this to them. You want to make it clear that you’re not going to trick them into doing anything. More importantly, you want to inform them that the decision is theirs to make. If you’ve studied sales before, you’ve probably heard the phrase, “People love to buy,” and it’s true. People love to buy, but they don’t love to be told what to buy. Make sure you inform them that the decision to buy and the decision about what to buy are on them.

Important note: Make sure that you use this technique, just like all other techniques, in a normal way. You’re not trying to manipulate anyone. If you notice a customer seems reserved, or they say something that leads you to believe they have a sales resistance wall built up, these techniques can be helpful. Don’t force it where it does not belong.

The Power Struggle

After spending some time studying sales, you’re likely to hear that a salesperson should be in control. This is correct, but it’s leaving out important information. In control of what? There are things that the salesperson must be in control of, and there are some things that the buyer must be in control of. The decision-making process is something that the buyer should be in control of. The buyer wants this, and when the salesperson gives them this control, they raise their rapport. Don’t try to control this aspect of the sale.

The Cold Approach

I used to sell timeshare doing event marketing, and we were located at busy events and busy retail locations. We would get people to physically stop walking and give them a sales pitch. We used free giveaways to encourage them to stop, but getting them into a sales pitch was a different story. Imagine convincing someone in 1 sentence to listen to a sales pitch. Some people would just stand there and awkwardly listen, but many would just walk away. Imagine the traditional fast-talking salesman coming up to a cold lead standing there filling out a free giveaway. ‘Hey folks, what’s your name? Jim, I’m going to tell you about a product that you’re absolutely going to love.’ This approach never worked. It either ended up in extreme awkwardness or rude behavior for the buyer to get away.

Getting Attention

There were several effective ways of getting people to listen to the sales pitch. One effective approach was politely informing them that you have a product for sale and letting them know that the choice is theirs. I would usually say something along the lines of, ‘Hey, we also have vacations. I can tell you about what we are doing, and it’s up to you to decide if you want to try it or not.’ By doing this, the majority of people would let me tell them about what we had to offer. The ones that still rejected were very polite about it. Why did this work? Because they see a salesperson in front of them, and they immediately felt like, ‘Oh good, he’s not going to be aggressive and force us to buy,’ so they break down their sales resistance and connect with me as a human.

Against Traditional Sales Advice

This idea is contrary to popular sales education. I had a manager that heard me say, ‘I have something you may or may not like; could I tell you what it is?’ He told me to never say this again. He said we shouldn’t tell people that they may not like something. The thing is, if they don’t like it, they shouldn’t buy it. It’s their decision to buy, it’s my responsibility to tell them what I have in a favorable way.

Phrases That Break Sales Resistance

Here are some phrases that you can use to help break down sales resistance. You do not need to memorize these, but you need to understand why they work. You can also memorize them if that helps you.

It’s your decision.
It’s up to you.
I can’t make up your mind for you.
That’s for you to choose.
The ball is in your court.
You may or may not like it.
If it works for you.

In addition to saying these phrases, also understand that you can ask questions that help break down their sales resistance. Questions that imply that they are the one making the decision and not you. For example, “Is X something that interests you?”

Completely Their Decision

You want them to feel like buying was completely their decision. They will feel smart and happy with the purchase. This will encourage them to buy again in the future and lead to good reviews. Always make them feel like it was their choice. If you’re speaking to other salespeople in front of your potential customer, always say ‘They are buying’ instead of ‘I am selling’. As long as they feel in control in this area, you keep their sales resistance to a minimum. Side note: This does not mean that you should give them control over everything. This only means that they should be in control of their decisions. For example, a potential customer should not control the conversation or the sales process. They should be in control of their decision to buy.

Sales Resistance Video

Resources

For more on Sales Resistance check out: https://www.5percentinstitute.com/sales-resistance-your-ultimate-guide/

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