Pendulum Techniques to Reduce Sales Resistance

Furniture World Magazine

By Bill Gager How many times have you lost a sale because the prospect decided to "think it over" at the last minute? This hesitation is just one example of sales resistance, a major obstacle in the sales profession, and in many cases, it prevents closing deals. Unfortunately, most sales techniques used today actually promote customer resistance because they are designed to push a buying decision. Therefore, sales resistance is always present. Even when customers know they have the need for the product or service, and they really want to buy it, they still feel resistance every time a salesperson tries to push them. The resistance may not always be enough to end the sale, but it still exists. Consider the factors that impact sales resistance: Force: The harder you push the prospect, the greater their resistance. Trust: The more the prospect trusts you, the lower their resistance will be. Desire: The more the prospect wants to buy your product or service, the lower their resistance will be. You can use various techniques to avoid or reduce resistance at different stages of the sales process. These techniques, called "pendulum techniques," are designed to swing the customer in the direction necessary to make the sale. Remember, traditional sales techniques are designed to move the pendulum (the customer) in a positive direction, which creates undesirable resistance because the pendulum wants to move in a negative direction. Pendulum techniques are designed to push the pendulum (customer) in a negative direction, which creates desirable resistance because the pendulum wants to move in a positive direction (toward the sale.) And some of these techniques are neutral not pushing the pendulum in either direction. But the pendulum, or customer, always wants to move the direction opposite the salesperson. So when used correctly, you can dictate the resistance your customers experience and send them straight towards the sale. Keep in mind; these techniques don't take advantage of prospective buyers. They only work when the customer does in fact have the need and desire to buy the product or service. When used properly, these techniques actually bring a greater level of honesty to the sales process. Rather than replace ethical sales approaches, these techniques are designed to be used as part of an ethical sales process, and they counteract the tricks and games customers use to manipulate salespeople. Use the following techniques at the beginning of the sales process and throughout the entire interaction to reduce the risk of resistance, and to counteract it if it arises. The Unplugging Technique: One of the biggest reasons most sales approaches create resistance is that they push the customer toward a buying decision, or, in other words, a positive direction. Remember that any push creates resistance. But the unplugging techniques are designed to come across to the customer as neutral. For example, when a customer approaches a sales person about the company's product or service, the typical sales person reacts by asking questions to establish a need, and/or by explaining the benefits they can offer. This sets up an interaction where the sales person appears overly eager, which makes the customer feel pressured. When a customer feels pressured, he/she strives to take control, negotiate for concessions, and delay the sale. But say the same customer approaches the same sales person and says, "Why should I buy my supplies from your company?" The sales person can unplug the customer by replying, "I'm not sure you should. I know why my company makes sense for other companies similar to yours, but I'm not sure it makes sense for you. I would need to find out more about your situation. Do you mind if I ask you a few questions?" This neutral approach sets up an entirely different dynamic by putting the sales person in control because he/she doesn't appear overly eager. And the customer may actually be taken off guard by the sales person's honesty because he/she expects the sales person to launch into the sell. Also, this statement is more truthful because even though most sales people believe that they have the best solutions for every customer, they simply can't in every situation. This truthfulness builds credibility for the sales person, which builds trust, which lowers resistance. The Pendulum Technique: In typical sales interactions, the sales person usually tries to pull neutral or resistant customers toward a buying decision by telling them all the benefits of moving forward. But this just increases the customer's resistance. The pendulum technique is designed to use the customer's tendency to resist to the sales person's advantage. It pushes customers in a negative direction, so they resist by moving in a positive direction. And it tends to flush out the customer's true desire to buy. The pendulum technique is primarily used in two situations: 1) in response to objections, and 2) when the customer is extremely resistant. For example, in an objection situation, customers may resist because the price is out of their budget. The sales person might respond, "I understand your position. I was recently working with another customer in a similar situation. I don't suppose you'd like to hear how I helped that person, would you?" After this response, the pendulum will likely swing in a positive direction when the customer says, "Yeah, actually I would." When a customer is highly resistant, or keeps delaying their decision, you can use the power of "no" to your advantage. In this scenario, the sales person can refuse the customer, or give the customer permission to refuse them. This technique is the ultimate pendulum move because customers often hold the fact that they can say "no" over the sales person's head. But if you say "no" first, then you eliminate the customer's resistance. Know the Customer: No sales person can effectively sell a product or service to a customer if they don't know what the customer really wants. So in addition to the pendulum and unplugging techniques, also keep in mind two other important factors throughout the sales process. The first important factor in knowing your customers is to discover their underlying buying motivation. To reduce and avoid resistance, go beneath the customer's need and uncover the real motivation behind the purchase. Then with this information, you can keep the customer focused on why they want to buy and how you can provide that for them. The second important factor to keep in mind is the customer's decision criteria. Each person considers different factors when making a buying decision. For some, their decision is primarily based on price, and for others it may be based on the warrantee. But everyone is different; and many times sales people make the mistake of focusing on a feature of their product or service that isn't important to the customer. A Positive Direction for the Future: Resistance is a natural part of every sales interaction. Whether it is so minor that it only delays the customer's decision for a few seconds, or whether it changes their mind about your product or service completely, resistance always exists. But hesitation doesn't have to stop your sales. You can use pendulum principles to overcome resistance and swing your customer closer to a buying decision. Use these techniques as part of every ethical sales approach to reduce your customers' resistance, and your sales numbers will soar. About the Author: Bill Gager is President of Gager International, a sales consulting and coaching firm. You can visit his website at gagerinternational.com or reach him at 1-860-526-5922.