Do You Know How to Successfully Navigate Resistance in Client Meetings?
Resistance doesn’t always happen, but when it does, top solution sellers know how to successfully navigate resistance in client meetings to preserve client results and relationships. Because client resistance often emerges as a natural response to a change or an unfamiliar idea, consultative selling training experts recommend viewing resistance as an opportunity for deeper client engagement and understanding.
3 Common Types of Client Resistance to Prepare For
To successfully navigate resistance in client meetings, it helps to be mentally prepared for some of the most common scenarios that you will face. Being prepared helps to focus on the client and to not get defensive. Remember, sometimes a resistant client is simply someone who does not feel comfortable saying “No” to you.
- Asking for More Detail
While some decision makers need specific details to make a well-informed decision, some buyers ask for a never-ending amount of information as a way to resist your proposed solution or next step – consciously or subconsciously. Whether they claim to be confused or say they are trying to appease their boss, the never ending search for more is often a sign of resistance.
Our favorite way for managing this type of buyer resistance is to ask what they will do with the information once they have it. - Being Too Busy
While most companies have pressing deadlines and not enough resources, delayed or interrupted timelines is a common form of resistance. Saying they’d really like to move ahead in the next quarter or after they finish the current project is often a subtle sign of resistance. The truth is that your solution is probably not relevant enough compared to other priorities to warrant moving forward.
Our favorite way to handle this type of client resistance is to take away the solution and discuss the implications of not moving forward together. - Being Silent
When clients do not fully engage, they are typically resisting something about what you are proposing. Whether clients go dark and do not get back to you or they ask no clarifying questions, they are certainly not giving you positive signals that they would like to move forward. Client passivity is not a sign of agreement or commitment.
Our favorite way to handle this type of client resistance is to design the meeting in away that requires two-way dialogue and open discussion.
4 Steps to Navigate Resistance in Client Meetings
To successfully navigate resistance in client meetings requires being aware of the resistance, understanding the resistance, and doing something about it in a client-centric manner. Here are four basic steps to better navigate resistance in client meetings:
- Create a Safe Space
A psychologically safe space ensures individuals feel empowered to express their concerns and perspectives without fear of judgment. This makes it OK to acknowledge the presence of resistance as a valid response to change and to frankly discuss how to handle it. You do this by fostering a sense of trust and rapport that lays the foundation for constructive dialogue.
Are you investing enough time to build rapport and create an environment for open and constructive debate? - Actively Listen
Incorporating active listening techniques is paramount to effectively addressing client resistance. When clients resist, sales leaders know how to fully immerse themselves in the other person’s perspective. That means demonstrating genuine curiosity and empathy towards differing viewpoints.
Are you truly listening or just waiting for your turn to speak and defend your point of view? - Explore Assumptions
Resistance often stems from underlying assumptions or beliefs that may not be immediately apparent. Encourage clients to reveal their assumptions by asking powerful open-ended questions that challenge their perspectives. By fostering introspection and self-discovery, clients can gain clarity on their concerns and move towards a more open-minded stance.
Are you helping clients to thoughtfully challenge their assumptions? - Co-Create Solutions
Business sales training experts know that one of the best ways to minimize client resistance is to ensure that the client co-creates the plan with you as part of the process. Encourage clients to actively participate in problem-solving discussions. Whenever possible, leverage their expertise and insights to generate joint solutions.
Are you fostering co-ownership of the solutions to mitigate resistance towards change?
The Bottom Line
In client meetings, try to see resistance not as a barrier to be overcome but as an invitation to deeper dialogue and collaboration. Create a safe space, actively listen, explore assumptions, and co-create solutions to navigate resistance with grace and efficacy. Through empathetic engagement and meaningful dialogue, client meetings can become catalysts for great work.
To learn more about another surprising attribute required to successfully navigate resistance in client meetings, download The Importance of Attitude in Sales Conviction – Do You Have It?