There are salespeople who seem programmed to think if they can overcome, handle or minimize a customer’s negative points of view, the customer will drop their resistance and the salesperson’s goals will be achieved. In other words, the belief seems to be, “If I prove my point, you will you drop yours.”
Source: Vet-Advantage Magazine, October 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?” Any resistance now is seen as the client asking for your help and that should change your entire approach.
INSIGHTS: Most resistance is due to the risk of failure. Reduce the risk to dissolve the resistance.