Facing sales resistance [video]
#SmallBusiness60: Episode 5
Do you ever encounter sales resistance from your prospects?
In their book, 'Switch', authors Dan and Chip Heath explain that "resistance is created through a lack of clarity.”
Yesterday, I talked about having control in the relationship with your prospects and clients. In episode three, I talked about speed.
But with all the speed and control in the world, if you encounter resistance from prospects, are you potentially misunderstanding the reason why?
Describing our default behaviours, the Heath brothers use this analogy from the animal kingdom:
“When the path is unclear, the elephant takes the familiar road!"
In other words, if it's unclear to your prospect where their problem stems from, or if you're not clear with them about how you solve it, they'll just carry on doing what they've always done. As a result, they plod on, just like the elephant.
What looks like resistance is often a lack of clarity. Change accelerates when people understand how to reach their goals.
Don't assume that your prospect knows how to solve their problem. If they don’t get it, it’s not for their lack of effort — or talent, nor yours. Sometimes that’s true. But a lot of the time, people are just flying blind.
Give them clarity to overcome resistance.