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Resistance is the silent killer of trust in selling. It’s that invisible wall prospects put up when they sense even the slightest bit of pressure or feel like they’re being sold to.
And here’s the thing: resistance isn’t just about objections like “Your price is too high” or “Let me think about it.”
It’s about the subtle discomfort prospects feel when they don’t fully trust you yet.
The good news is, resistance isn’t inevitable.
It’s something you can eliminate entirely by changing the way you approach conversations.
The first step is to recognize where resistance comes from.
Most of the time, it’s triggered by traditional selling behaviors -- pushing for a close, showcasing expertise too early, or steering the conversation toward your agenda.
These actions, even when unintentional, make prospects feel like they need to protect themselves.
To eliminate resistance, you need to shift your mindset from selling to helping.
This means letting go of your agenda and focusing entirely on understanding their world.
Start by creating a safe space for the prospect to open up.
Ask disarming questions like, “Would you be open to sharing what’s been your biggest challenge in this area so far?”
This type of question does two things: it removes pressure and invites honesty.
When prospects feel safe, their guard comes down.
But here’s the key: you have to listen deeply.
Don’t just hear their words, pay attention to the emotions behind them.
If they share a challenge, resist the urge to jump in with a solution.
Instead, say something like, “That sounds frustrating. Can you tell me more about how that’s impacting you?”
This shows that you’re not just trying to sell them something, but that you genuinely care about their situation.
And when they feel that, trust begins to grow.
Another way to eliminate resistance is to slow down.
Most advisors rush through conversations, eager to move the prospect toward a decision.
But trust takes time.
It’s built in the pauses, the silences, and the moments where you truly listen.
So, take your time.
Let the conversation unfold naturally, without trying to control it.
Finally, remove all pressure from the conversation.
This means being okay with walking away if it’s not a good fit.
For example, instead of saying, “When can we get started?” try, “If it makes sense to continue the conversation, I’m here.”
This approach puts the ball in their court, which makes them feel in control.
And when prospects feel in control, resistance disappears.
Eliminating resistance isn’t about using clever tactics or techniques.
It’s about showing up as your authentic self, with no agenda other than to understand and serve.
Because when you lead with trust, the rest takes care of itself.
So, the next time you’re in a conversation with a prospect, pause and ask yourself:
“Am I creating a safe space for trust to grow, or am I unintentionally triggering resistance?”
When you focus on eliminating resistance, you’ll find that prospects open up to you in ways you never thought possible.
And that’s when the real magic happens.
Trust replaces resistance, and decisions are made naturally, without pressure or chasing.
This is the power of trust-based selling.
It’s not about overcoming objections, it’s about removing the need for them in the first place.
And when you master this, you’ll never go back to the old way of selling again.
Related: Stay Consistent: The Key To Building Real Trust
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.