Sales Principle Three: Overcoming Resistance
Want a Banana?
The biggest form of customer resistance is their privately held belief, “This guy (or gal) is trying to sell me something. Must be a scam.” This is especially true for skeptics like me, so I know a lot about the thought process underlying the resistance. In social psychology, we call this a boomerang effect—when the compliance strategies we use basically backfire and scare the customer off. It is essential to convey sincerity and an absence of deception in order to gain buy in, while making realistic claims that are perceived to be legitimate. One technique for overcoming resistance is called the “disrupt then reframe” method. In this tactic, you identify and speak to the hidden fear or reOkOllie.com/blogsistance of the customer BEFORE they even voice it. In addition, you add some alternative ways of viewing the situation (the reframe), thus disrupting their resistance-laden belief structure. The goal is for the customer to begin telling themselves, “This is a bargain!” or “What a great opportunity!” One way to guide the customer to this strategy is by sweetening the deal just before they are ready to commit (the “that’s not all” technique). Another method is to use the scarcity principle (act now while supplies last), which helps the customer to see that this opportunity may go away if they delay, or that there is a scarce amount of time or product for them to seize quickly. Another method to gain buy in is the take away (I guess this opportunity just isn’t for you). This shows that you aren’t desperate, and conveys that you have other offers out there, thus making you more attractive to the target. What works better than playing hard to get?