Help Requirements Syllabus The Class Library Communicate Instructor
HA405 : The Class : Presentation : Resistance: VCC

VCC Discussion: Customer "Resistance" and "Objections" are "Questions" - P3, S5, T3

To complete this assignment successfully, you should:

  1. Study the assignment carefully
  2. Complete the assignment as directed


Where Would You Expect to Meet Resistance?

Usually resistance comes in the presentation format during the "matching" needs with product benefit statements: "You indicated that you needed convenient parking for your attendees.We have an adjacent garage which means that your attendees will be "safe." Is that what you had in mind?" Note that the saleperson has assumed "safety" is the benefit the customer seeks. The customer may answer, "No, that's not what I had in mind" which is really "resistance" to the salesperson's proposed matching of product to need. The salesperson then seeks clarification, "Oh, what is the purpose of your needing convenient parking?" Here more customer needs are learned.

After each need is matched with a product benefit and the customer "agrees" and/or customer resistance (questions) are dealt with, then the seller moves to the next need and does the same. After all needs have been addressed, it becomes obvious that the customer is ready to be asked to make a commitment (close the sale).

Should a Seller Fear Customer Resistance?

A "Consultative Seller" should be pleased when a customer asks for clarification of any "points" presented. Why? Because it shows that the customer is interested and it gives the consultative seller the opportunity to question further for clarification. When a seller gains more clarification, they actually learn more about the customer's needs.

Sometimes the customer objects or shows resistance simply because they have been "conditioned" to do such. For example, most people will object to "price" simply to see what the seller will say. Many times this is not really an objection or resistance, but a "try" to see if a lower price is available.

Be Philosophical and Expect Resistance - It's a Normal Part of a Sales Presentation.

In all cases of "buyer resistance," the seller must clearly understand if the buyer has a real "question" about understanding or is simply "stalling" or giving a half-hearted try to gain a concession (such as lower price). The key to all of this is knowing how to respond when you recognize resistance. In Step 5, Topic 3, we have given you some instruction: (a) Typical Types of Resistance and (b) Some model "verbage" to handle resistance when you run into it.

Let's go to the VCC and Discuss!

Send E-mail to Richard G McNeill Ed.D., CHME
or call (520) 523-1713


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