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Manage Sales Resistance


Today's successful sales professionals sell consumer satisfaction ahead of product. Because they are consumer oriented, they know their prospects are more interested in their own problems, needs and wants than in their products and services.

Sal Marino, publisher of the Steel magazine (now known as Industry Week), provided the best strategy for managing sales resistance when he said this: "In the next 24 hours, the buyer's heart will beat 103,689 times, his blood will travel 168,000 miles, his lungs will inhale and exhale 23,240 times, he'll eat over three pounds of food, he'll exercise only seven million of his nine billion brain cells, he'll speak 4,800 words, and not a single one about your product or service - unless you figure out a way to involve him emotionally with your sales proposition. Since two-thirds of his conversation for the day will be about himself and his problems, your only way to get your share of those words is to make yourself part of his world." That last sentence is something that should be emblazoned on the wall in words of fire in order for you to manage sales resistance successfully.

The sales interview is never to be considered as a contest between you and the consumer. If it is, you'll unwillingly act like a contestant and cast your prospect in the role of an opponent. Always think of the sales interview as purely a matter of getting emotionally involved and catering to what your prospect needs and wants.

Successful selling requires that you organize your sales presentation in a manner that will overcome most sales resistance objections before they come up. When prospects say, "I want to think it over" or "I want to compare," there's a strong chance they do not realize how the benefits to be derived from your product will provide more value than it costs.

Resistance is the one sure way your prospects have of telling you that you have missed the mark. They feel you want more from them than you are giving to them in the way of "owner benefits."

Continue to be consumer oriented rather than product oriented. It will pay you big dividends. It will help you always understand that, although many people should have what you are selling, they will never buy it until you "make yourself a part of their world" - help them want what you have to sell.

That's managing sales resistance!

Good luck and good selling!

Dare and Dream in 2019! 

Kinder Brothers International

Handling Objections Video

Handling Objections Video

Jack and Garry Kinder share their insight into ways to handling resistance and objections.


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