Why Buyers Resist and Object

Written by Jonathan Farrington

To handle resistance to your ideas and influence, you will first need to pinpoint exactly why there is an objection. Typically, people object or resist because they:

• Don’t fully understand your proposal
• Misunderstand it
• Don’t feel a need to go ahead
• Don’t recognise the benefits and advantages
• Don’t believe your claims
• Are happy to remain as they are
• Genuinely need time to think things through
• Don’t trust you
• Display general inertia

What Type Of Resistance?
Objections and resistance usually come in three identifiable forms:

A condition is a genuine, non-negotiable reason why someone can’t go ahead or agree to your proposal (eg: company policy, legal reasons, a contractual obligation).

An excuse or a put-off, is usually made because people are not convinced of the benefits of your ideas. Excuses cannot be answered – conviction is the only solution.

A real objection can include lack of money or resources, time constraints, happiness with the status quo.

Strategies & Tactics

Resistance can be very frustrating. You are anxious to get on with things and it is hard to see why others are stonewalling. This is the moment to back off and take stock.

• Listen carefully to what they are saying to you.

• Watch their body language – does it contain any hidden messages?

• Step into their shoes; try to see things from their point of view.

• Consider what would have to happen for you to be convinced?

• Plan your responses carefully.

• Take time to construct carefully thought through responses.

• Check that you have provided acceptable responses to doubts and fears.

• Seek areas of agreement and stress them, minimise areas of disagreement.

Categories Of Resistance

It is not enough to know whether people are for or against you and your ideas and proposals. The people you want to influence can be divided into nine categories and in Part Two of this article: Categories Of Buyer Resistance , I identify them

Copyright © 2006 Jonathan Farrington. All rights reserved

Jonathan Farrington -
	Jonathan Farrington is a globally recognized business coach, mentor, author and consultant, who has guided hundreds of companies and thousands of individuals around the world towards optimum performance levels. He is Chairman of The JF Corporation, CEO of Top Sales Associates and Senior Partner at The JF Consultancy Read More >>
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