Overcoming Buyer Resistance

Sales folks, take note! Spamming a target company's employees with your services and requests for meetings will result in your company making its way onto a buyer's blocklist. As a buyer in the localization industry, I receive dozens of emails and LinkedIn requests every single day from vendors looking to showcase translation, AI, QA services, and more. It's not humanly possible to give personal replies to every outreach. When vendors can't get through to me, they often reach out to everyone on my team... and sometimes to many others across my company. I'd love for this practice to stop. It wastes valuable company time and makes a vendor appear desperate and non-strategic. Here's what to do instead: 1. Appeal to ego! Invite a target company’s decision-maker to a panel, or start a vlog series and ask buyers to appear and discuss industry topics. It’s also a great opportunity to reposition your company as a thought leader. 2. Offer genuine insight, not just services. Share a case study, white paper, or benchmarking data that’s actually useful to the buyer’s role, and do it without a sales pitch. 3. Build a reputation before you build a pipeline. Comment thoughtfully on posts. Contribute to community conversations. If you consistently show up with value, you’re far more likely to get noticed. 4. Target smarter, not broader. Don’t shotgun your message to an entire company. Learn the org. Understand the buyer’s scope. Then send one well-researched, personalized note that shows you actually did your homework. 5. Focus on mutual value. Can you help solve a known pain point or offer perspective on something changing in the market? Frame your outreach around collaboration, not consumption. 6. Use timing to your advantage. Keep tabs on when companies are hiring for roles associated with your offerings, launching in new markets, or attending conferences. That’s when buyers are more receptive to new solutions. 7. Lead with generosity. Offer a no-strings-attached resource, intro, or suggestion that doesn’t benefit you directly. Reciprocity is a powerful trust builder. And please! Don't ever ever call me on the phone! ;)

75% of buyers don't want to talk to you. - We all hear this stat, but love to ignore it. They want to buy. They just don't want to be sold to. Until THEY are ready. 𝗧𝗛𝗘 𝗔𝗡𝗧𝗜-𝗦𝗢𝗖𝗜𝗔𝗟 𝗕𝗨𝗬𝗘𝗥 𝗜𝗦 𝗥𝗘𝗔𝗟 Look at your own behavior: LinkedIn message from vendor? Ignored. Unknown number calling? Declined. "Quick chat" request? Deleted. You're not being rude. You're protecting your time. Your buyers are doing the exact same thing to your reps. 𝗧𝗛𝗘 𝗚𝗔𝗥𝗧𝗡𝗘𝗥 𝗧𝗥𝗨𝗧𝗛 𝗡𝗢𝗕𝗢𝗗𝗬 𝗪𝗔𝗡𝗧𝗦 𝗧𝗢 𝗔𝗗𝗠𝗜𝗧 75% of B2B buyers prefer self-service over talking to sales. Not because they hate salespeople. Because they want to learn on their own timeline, at their own pace, without the pressure. But here's what kills me: Most companies respond by either forcing more meetings OR going fully hands-off. Both miss the point. 𝗚𝗨𝗜𝗗𝗘 𝗧𝗛𝗘 "𝗦𝗘𝗟𝗙-𝗚𝗨𝗜𝗗𝗘𝗗" Self-service doesn't mean no service. It means structured discovery without the discovery call. You still need to guide buyers to value. But invisibly. 𝗛𝗢𝗪 𝗧𝗢 𝗘𝗡𝗔𝗕𝗟𝗘 𝗕𝗨𝗬𝗘𝗥𝗦 𝗪𝗛𝗢 𝗗𝗢𝗡'𝗧 𝗪𝗔𝗡𝗧 𝗧𝗢 𝗧𝗔𝗟𝗞 1. 𝗠𝗮𝗽 𝗧𝗵𝗲𝗶𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗙𝗶𝗿𝘀𝘁 - What do they need to know at each stage? - What questions will they have? - What objections will surface? - What proof points matter most? Don't just throw content at them. Sequence it. 2. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗚𝘂𝗶𝗱𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 Not: "Here's a demo video" But: "Based on your role, start here" Not: "Check out our resources" But: "Companies like yours typically need these 3 things" Structure the path without being in the path. 3. 𝗟𝗲𝘁 𝗧𝗵𝗲𝗺 𝗦𝗲𝗹𝗳-𝗤𝘂𝗮𝗹𝗶𝗳𝘆 - Give them the tools to determine fit for themselves: - ROI calculators they can use alone - Assessment tools with instant results - Comparison guides they can share internally They're qualifying themselves anyway. Help them do it right. 4. 𝗘𝗻𝗮𝗯𝗹𝗲 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 𝗦𝗲𝗹𝗹𝗶𝗻𝗴 Your champion is selling when you're not there. Arm them with: - Forwardable content (short, scannable, valuable) - Pre-written business cases - Stakeholder-specific value props Make it easier to buy without you than with you. 𝗧𝗛𝗘 𝗖𝗢𝗡𝗦𝗘𝗡𝗦𝗨𝗦 𝗔𝗣𝗣𝗥𝗢𝗔𝗖𝗛 This is why I’m getting started with Consensus They've figured out how to deliver personalized demos at scale. Buyers get exactly what they need, when they want it, without a meeting. But here's the key: It's guided self-service. The demo adapts based on their responses. It tracks what they care about. It shows you their digital body language. You're not absent. You're invisible. 𝗧𝗛𝗘 𝗠𝗜𝗡𝗗𝗦𝗘𝗧 𝗦𝗛𝗜𝗙𝗧 Stop thinking: "How do I get them on a call?" Start thinking: "How do I help them buy without me?" Because the best sales experience might be no sales experience. At least not the traditional kind. Meet the buyer where THEY are and you'll be shocked how much more likely they will be to meet you where YOU want.

One of the biggest reasons deals stall isn’t that buyers doubt your solution—it’s that they doubt their ability to make the right choice. Matt Dixon's research for The JOLT Effect found that 40% of lost deals are driven by customer indecision, not preference for a competitor. And Brent Adamson's new book The Framemaking Sale highlights that customers with high decision confidence are TEN TIMES more likely to make a purchase. Here are a few ways you can help buyers build confidence in themselves: 1. Reduce Decision Complexity According to Gartner, 77% of B2B buyers report their last purchase was “very complex or difficult." Streamlining options, providing decision guides, or recommending a clear best-fit reduces “analysis paralysis” and gives buyers confidence they aren’t missing something. 2. Reframe Risk in Personal Terms Buyers often fear personal blame more than organizational failure. Use case studies and peer validation to show how people in their role succeeded—helping them feel safe and supported in their choice. 3. Provide Buyer Enablement Tools Tools like ROI calculators, pre-built board decks, or checklists reduce the burden on them and demonstrate that they have what they need to decide. 4. Normalize Their Concerns The JOLT Effect also emphasizes “normalizing indecision” as a critical skill—buyers need to know hesitation is common and that you can guide them through it. Framing uncertainty as a normal step in the process reduces the shame that often delays action. 5. Signal Post-Decision Support Harvard Business Review highlights that buyers who see strong post-sale support are more confident in making initial commitments. Show them the path forward—onboarding, customer success, peer communities—so they know they won’t be left alone after purchase. Helping buyers feel personally confident and protected is as important as proving your product’s value. The most successful marketers and sellers don’t just build confidence in the solution—they build confidence in the decision-maker.

June 2021: We had a $385K deal forecasted. 7 days left in the quarter... Then procurement called: "Your price is insane. We only have budget for $200K." I had two choices: 1. Panic and start discounting 2. Ask the right questions I chose option 2... Closed the deal at full price 6 hours later. The 4-word question that saved it: "How familiar are you?" When procurement pushes back, they're negotiating in a vacuum. They don't bring business value to the table. Their job is to grind you down. So I asked: "How familiar are you with the business challenge we're solving?" They said: "We're familiar. You're helping us ramp sellers faster. Valuable, but not worth $385K." Bingo. Surface understanding only. So I asked for permission: "Can we walk you through the math we did with your CRO?" They said yes. Then I laid out the case: "Your AE ramp time is 9 months. At month 9, the average reps produce ~$40K ARR/month." "You're hiring 80 new AEs starting January." "If you get them up to speed ONE MONTH FASTER..." "That's 80 reps × $40K = $3.2M in ARR you wouldn't see otherwise." "How believable is it we can cut a month off ramp time?" The CRO (who I'd brought into the negotiation) chimed in: "Very believable. I've gone deep with them." Then I isolated the objection: "So $3.2M return against $385K spend." "Usually price resistance comes from one of three reasons:" 1. You're not bought into the value 2. There's a logistical issue 3. You're trying to get a better deal "#1 isn't an issue. We've proven the return." "So what's stopping us?" Contract signed 6 hours later. 3 lessons: → Get your champion in the room with procurement (20% success rate is worth it) → Start negotiations by reviewing business value (60 seconds changes everything) → Isolate price objections into buckets (forces them to problem-solve, not discount) Negotiation isn't about leverage. It's about clarity. Articulate the value better than they can? You win. 💡 What's your go-to move when procurement pushes back? P.S. Here's 5 uncommon habits of elite revenue teams, based on 5,000 companies ➡️ https://lnkd.in/gr29f7Ci

Traditional objection handling feels manipulative because it is. Buyers can feel when you're using a technique on them. The SPIN, LAER, and Feel-Felt-Found methods all have the same problem, they're about winning an argument, not solving a problem. Here's what actually works with today's sophisticated buyers: 1️⃣ Validate, don't combat When a buyer says "Your price is too high," stop trying to justify it. Start with, "That's a completely fair concern. Most companies we work with initially felt the same way." Validation before response changes everything. 2️⃣ Ask genuine questions Instead of launching into your prepared rebuttal, get curious: "What price point were you expecting?" "Which competitors are you comparing us to?" "What would make this investment more acceptable?" 3️⃣ Acknowledge the objection might be valid Sometimes, your solution genuinely isn't the right fit. The best reps are willing to say: "Based on what you've shared, this might not be right for you right now. Here's why..." This honesty builds tremendous trust. 4️⃣ Focus on business impact, not product features When they say "We don't need this feature," stop defending the feature. Redirect to outcomes: "I understand. The reason I mentioned it is because companies like yours have used it to achieve [specific result]." 5️⃣ Give them space to think After addressing an objection, stop talking. The silence feels uncomfortable, but respect their need to process your response. The best objection handlers aren't the smoothest talkers. They're the most empathetic listeners.

If your sales reps panic when they hear a “NO,” they weren’t trained to earn the “YES.” Most salespeople either freeze, get defensive, or abandon the conversation when a buyer pushes back. And that's because they were never taught what to do next. No matter how solid your pitch is or how many calls you make. Rejection is part of the job in sales. So if you’re not actively training your team to navigate objections They'll either avoid it or won't push harder. Objections aren’t rejections. Great sales reps don’t avoid objections. They anticipate them. They’re invitations to explore the buyer’s real concerns, their deeper motivations, and the gaps in your messaging. Here’s how I coach sales managers to build objection confidence in their teams: → Coach the pause. Teach reps to slow down. Objections are not emergencies, they’re opportunities to build more trust. They should open up conversations and not shut it down. → Model active listening. Help reps practice repeating the objection back. This isn’t about being right, it’s about making the buyer feel heard. → Train to isolate. Use role-plays to help reps get comfortable asking: “Aside from that, is there anything else holding you back?” Clarity before solutions. → Replace scripts with stories. Instead of robotic replies, encourage reps to share real customer wins. Stories move people, scripts often builds resistance. And if you’re not role-playing this weekly, your team isn’t building the muscle.

After getting rejected 45 times in one day, I realized something: Most objections aren’t random. They’re patterns. You don’t need a new pitch every time. You need a system to handle what always comes up. Here’s how I handle the 3 most common objections - based on hundreds of cold calls and live deals: 1. “That’s too expensive.” → Don’t defend. Get curious. “Totally fair - compared to what?” “If price weren’t the issue, would this be the right solution?” “What’s the cost of keeping things how they are?” Goal: Uncover the real blocker (usually not price) 2. “Let me think about it.” → Don’t settle. Dig deeper. “Absolutely - what part feels unclear?” “Are we off on timing, or something else?” “What would need to happen for this to feel like a yes?” Goal: Break the stall and find the hesitation 3. “We already use someone else.” → Don’t pitch. Explore the gap. “Makes sense - what do you like most about them?” “What would need to improve for you to even consider switching?” “Are you locked in, or open to better?” Goal: Find pain they’re not showing yet The result? - More control in the conversation - Less stress when objections show up - Objections that move the deal instead of stopping it My take: Objections aren’t rejection. They’re just resistance. And resistance has patterns. Study them. Practice them. Win more. PS. Want my in-depth framework? Comment OBJECTION.

The 89% trap killing your B2B deals. It's not indecision. It's decision avoidance. Research shows 89% of B2B buyers struggle with information overload that freezes their purchase decisions. They don't reject your solution. They simply retreat to the status quo. Because it feels safest in a world of information overwhelm. This is costing you deals and costing your buyers' innovation and progress. 💸 Top-performing sales teams know there is a great deal of friction for the buyer in decision analysis and decision architecture. When any of us are buying, our brains are wired to: → Avoid risk → Preserve energy → Maintain what's familiar Here's how elite teams are using behavioral science to overcome this and both connect and enable their buyers: 1️⃣ Create contrast, not comparison 🔍 → Average teams show options side by side → Elite teams show the gap between current state and desired state → Activates the brain's contrast detection systems The buying brain doesn't want 3 similar options. It wants clear contrast between staying put and moving forward. 2️⃣ Reduce cognitive load 🧩 → Most salespeople overwhelm with features → Top teams simplify to 3 key decision points → Create mental shortcuts through smart anchoring The buying brain makes better decisions when we remove complexity, not add more options. 3️⃣ Use mentalizing to shift perspective 👁️ → Step into your buyer's mental state → Ask: "What looks risky from their view?" → Then reframe: "What would your team say was the right choice a year from now?" This bypasses present-moment anxiety and activates strategic thinking. 4️⃣ Restructure risk perception ⚠️ → The brain treats potential losses as 2.5x more important than gains → Reframe the risks of inaction → Quantify status quo cost The buying brain can evaluate choices more clearly when both action and inaction risks are equally visible. 5️⃣ Deploy strategic anchoring 🎯 → Present premium option first → Add clear contract options → Target should feel safe middle ground This creates a psychological "safe harbor" that feels both rational and smart. The science is clear: it's not about convincing buyers your solution is good. It's about helping buyers navigate decisions with confidence and clarity. ✨ BUYERS: What do you wish your sales professionals would help you navigate the most? SALES PROs: Which one of the above do you find most useful to serve your buyer's journey? ♻️ Repost to help sales teams learn how to support their buyers better. 🔔 Follow Holly Moe for insights that create breakthrough sales results and success in both work and life.

If you're doing high volume with low returns, don’t double down on activity. Fix the message. Replace brute force with precision: Fewer calls, sharper angles Fewer follow-ups, higher value Less scripting, more thinking Because buyers don’t reward persistence they reward relevance. And once your message lands with precision, you won’t need to chase nearly as hard. Volume amplifies whatever quality already exists. If your message is weak, more calls just scale rejection. If your positioning is unclear, more follow-ups just increase annoyance. High performers don’t rely on volume as their edge. They engineer conversations that move decisions forward. Here’s how: 1. Start with a sharp point of view If your opening sounds like a template, you’ve already lost. Anchor your message in a specific insight about their situation Make them feel understood within the first 10 seconds 2. Make relevance obvious, fast Attention is earned immediately or not at all. Tie your message directly to a known pain, metric, or risk Cut anything generic—buyers filter that instantly 3. Control the conversation through clarity Control doesn’t come from scripts—it comes from direction. Be clear on where the conversation is going and why Guide, don’t chase 4. Turn objections into signals, not barriers Objections aren’t problems, they’re information. Identify what’s really behind the pushback (priority, trust, timing) Address the root, not the surface 5. Follow up with leverage, not repetition Repetition without value kills momentum. If you’re following up, attach something that shifts their thinking: A relevant insight A missed risk A better framing of their problem Otherwise, you’re just reminding them why they didn’t respond.

A client's pricing page had 8,000 visitors last month. 34 bought. The page looked great. Three tiers. Feature comparisons. Check marks everywhere. Everything a pricing page is supposed to have. But visitors weren't comparing features. They were stuck on questions the page never answered. The psychology nobody talks about: Price resistance isn't about the number. It's about unanswered questions. Before a prospect can evaluate your pricing, their brain needs five questions answered. In order. Skip one and they stall. Answer them out of sequence and they bounce. The 5 questions your pricing page must answer: 1. Is this for someone like me? Before they care about price, they need to know they belong here. One line that describes exactly who this is for. 2. What problem does this actually solve? Not features. The specific pain that goes away when they buy. If they can't name the problem, they can't justify the price. 3. Why should I trust these people? Social proof. But not buried at the bottom. A testimonial or client logo near the pricing table itself. 4. What happens after I pay? The unknown creates friction. A simple "Here's what happens next" section removes it. 5. What if it doesn't work? Risk reversal. Not just a guarantee buried in the FAQ. A clear statement that answers the fear before they click. Where this breaks down: Pricing pages that lead with features instead of fit. Social proof placed after the pricing table instead of beside it. No explanation of what happens post-purchase. Guarantees hidden in fine print instead of displayed with confidence. Each one feels complete. Each one leaves a question unanswered. What we changed: Restructured the page around the five questions. Same pricing. Same tiers. Same features. Added one line above the table: "Built for consultants who sell $5K+ services." Moved one testimonial next to the pricing. Added a "What happens next" section below the CTA. Made the guarantee visible, not buried. Conversions jumped from 34 to 127 the following month. The uncomfortable truth: Your pricing page isn't losing sales because of the price. It's losing sales because of the questions you never answered. Features tell people what they get. The five questions tell them why they should care. Answer them in order. Watch conversions climb. Want to learn more about my video marketing framework, grab it free in the comments.