Sales is a game of the mind. It’s not like math where you can simply plug in the right answer to a problem and get an answer that’s either right or wrong. When it comes to sales, there are a lot of factors that go beyond logic. There is something called reactance that makes it challenging for sales reps to close deals with prospects. Sure, every buyer has their doubts when they first meet with a sales rep. They have concerns about costs, value, and other things that make them ask questions first instead of just saying yes. Asking questions doesn’t necessarily mean they are uninterested in your product or service; it means they are weighing their options and making sure this is what they want. It’s actually a good thing because it shows they aren’t being manipulated by glossy marketing or swayed by words that don’t make sense (overpriced services anyone?). Read on to know more about reactance and how to overcome its challenges during your next sales call with prospective clients.
What is Reactance?
Reactance is the feeling of resistance and unfavourable response that people have when they are told they can’t do something. We, as human beings, all have a desire to be autonomous and free, and reactance is triggered when someone threatens that desire. You see this happen in a lot of ways in everyday life. At a bar, if a woman is rejected by one man and then is approached by another who is similar, she is more likely to go with the second guy because she feels like she has more power in controlling the outcome of the situation. In a classroom setting, kids are more likely to talk back if they have been told they can’t do something, like raise their hand and ask a question, than if they were allowed to do it freely. Reactance can also occur in a sales context, so it’s important to understand it in order to overcome it.
Why Does Reactance Make Sales so Hard?
We’ve all heard the expression, “no one likes to be sold to”. Because of this, many sales reps, who are often seen as sleazy or pushy, fail to close deals. There are a few reasons why this happens. One is that when someone feels like they have no control in the situation, they will likely react negatively. In the context of sales, if a prospect feels like they have no control, they will shut down the conversation and will likely not buy from you. That feeling of reactance is often caused by pressure. When you feel like you’re being pressured to make a decision, you feel like you have no control. And when you lose control of the situation, you get frustrated, like a child who has been told they can’t colour outside the lines.
How to Overcome Reactance in Sales Meetings
Remind customers of their power. You don’t want them to feel like they’re being bossed around. The best way to do this is by asking questions and listening. You want your customer to feel like they have the power to say no whenever they want. Don’t rush the process or try to move them along if they’re taking a bit longer than you would like. – Don’t use hard-sell tactics. Using these tactics only makes you more likely to trigger negative emotions and make people react negatively to you. – Understand when your prospect is feeling reactance. – Ask for feedback. If you know your prospect is feeling reactance, you can ask for feedback. This shows that you care about what they have to say and will likely reduce the odds of them reacting negatively.
Conclusion
Being aware of reactance can help you prevent it from sabotaging your sales efforts. While you can’t always prevent reactance from happening, you can be mindful of it when you’re interacting with customers and be able to respond in a way that reduces its impact. In order to make sales more effective, you can use reactance to your advantage by triggering a positive emotion that makes people feel more comfortable and open to purchasing your product or service. Once you understand reactance and how it can affect your sales calls, you can actively work to reduce its impact on your sales prospects and increase your close rates.
