You can meet resistance with resistance, but the winner only gets a loser who remembers it forever. Given that the objective of sales leadership is to obtain wholehearted customers for a given course of action, you need to create a whole new mindset when it comes to managing resistance and answering objections.
Source: Vet-Advantage, Livestock Edition, Summer/Fall 2019. Link. Start by thinking of resistance as your customer saying “I cannot catch up with your confidence. This (the latest reason to resist change) is standing in the way. Can you help me?”
INSIGHTS: Your customer is resisting one of the two consequences of change – success or failure. Success is universally embraced so the risk of failure is your challenge. Mitigate or eliminate that risk and watch the resistance melt away.