If you’re in business, you have at one time (or many times!) experienced resistance from prospects who are considering buying your services or products.
Some of the most popular resistances can come in the form of:
“I don’t have enough money.”
“I don’t have enough time.”
“I’d do it if it were at X time, but now isn’t good.”
Here are a few important tools to help walk prospects through resistance so that they can step into your services and be excited about it:
Understand that Resistance is just Fear:
Resistance, at its core, is fear. Nothing more, nothing less.
Why would a prospect be fearful of working with you?
Because it means that if they commit, they’re going to have to change.
They’re going to have to step into a bigger version of themselves. They’re going to have to break pattern. They’re going to have to take action. They’re going to have to change.
And even though your prospects want change, it also scares the living daylights of them.
With this perspective in mind, you — the entrepreneur — can totally get that when someone says, “I really want to work with you but it’s too expensive” — they’re not devaluing your work or thinking your services aren’t worth it.
Rather, they’re subconsciously thinking: “I don’t know if I am feeling really ready to accomplish what I really want for myself. It’s way easier to stay stuck & blame it on money than on the fact that I am scared to change.”
The more you can really understand this, the easier it will be to walk your prospects through their resistance (fear), because you won’t be taking their resistance personally.
And when you don’t take resistance personally, you won’t get in your own way, or back down out of your own fear or your own “money” or “time” story.
Instead, you can stand tall and confident to see the bigger picture and what’s really going on, and lead your prospect wisely to move through their resistance.
Be Willing to Lead an Exploration around the Resistance.
What most entrepreneurs do when they experience prospect resistance is to simply give up and move on.
When you do this, you are doing yourself — and your prospect (who really needs and wants your help) — a huge disservice.
Instead, because you now understand that resistance is simply a form of fear, do some exploration with your prospect around the resistance to help her move past it.
How do you do that?
Well, unfortunately, there’s no “cookie cutter” answer here. It’s a learned skill that I help my clients master over time. But here are some pointers to get you started:
1) Help your prospect to feel heard:
The worst thing you can do is to make your prospect feel like she hasn’t been seen or heard. That’s a surefire way for her to either disconnect from the conversation or get more emphatic in her resistance.
Helping her feel heard might go something like this: “I totally get that it feels like you don’t have enough time to do this work together. I have SO been there before.”
2) Lovingly point out that her resistance might actually be fear:
For example: “And, I also know that when I felt like I didn’t have enough time to make these changes, it wasn’t actually true. “Not having enough time” is often just my MO for avoiding things that were really important to me. Does that resonate for you?”
3) Ask permission to explore the fear:
For example: “Would you be willing to explore what’s going on for you here?”
Asking permission to explore this is such a powerful moment for your prospect to recognize their fear pattern and open up to changing it.
4) Ask powerful questions to help your prospect move through her fear and resistance:
Instead of “telling” your prospect why she should move through her resistance, it’s much more effective to guide her through a series of questions that will allow her to understand herself and her patterns more deeply, as well as connect in with what she really wants.