The psychological concept of reactance explains why people resist being sold to, even when they genuinely want what you're offering. This resistance kicks in when people feel their freedom of choice is threatened during sales conversations.
• Understanding reactance in sales psychology - when buyers feel controlled, they instinctively push back
• Using the traffic light analogy - red light (talking about yourself) vs. green light (focusing on the customer)
• Warning signs of buyer resistance - quieter voice, shorter answers, evasive responses
• Three effective techniques to reduce sales resistance and keep buyers engaged
• Asking permission early and often during sales conversations
• Being mindful of language - avoiding controlling phrases like "you need to" or "you should"
• Cultivating genuine curiosity about the buyer's situation instead of assuming their needs
• The fishing analogy - giving buyers space to "swim" while guiding them toward a decision
• Positioning yourself as a problem solver rather than a salesperson
Download the free PDF with additional suggestions for making these approaches work in your sales conversations. Join our free 45-minute webinar where we cover three techniques that can make an immediate difference to your sales results.
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Graham Elliott

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