Persuasion Resistance

“Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.” — 
*W. Clement Stone*, insurance salesman, philanthropist, and author

Key Ideas:

• One of the things that makes prospects uncomfortable around salespeople is the feeling that they’re going to get the “hard sell” or be tricked into agreeing to something that’s not in their best interest.
• Reactance occurs when a prospect senses that someone is trying to compel them to do something; they automatically resist and attempt to move away from the conversation.
• Desperation is a negative trust signal.
• Chasing is a threat signal.
• It’s much better to present yourself with confidence.

Questions for Consideration:

• Have you ever provoked reactance?
• Have you ever signaled desperation or chasing? What happened?
• How can you practice selling with confidence, as an “assistant buyer”?