If you have carefully completed your precall planning, then the prospect will likely have a need for your product. You still can expect, however, that the initial response may be, “I do not need your product.” This might be a conditioned response that arises nearly every time the prospect meets with a sales representative. It also may be a cover-up for the real reason for not buying, which might be lack of funds, lack of time to examine your proposal carefully, or some other reason.

Sincere need resistance is one of the great challenges that face a salesperson during the early part of the sales process. Think about it for a moment. Why would any customer want to purchase a product that does not seem to provide any real benefits? Unless we can create need awareness in the prospect’s mind, there is no possible way to close the sale.

If you are calling on business prospects, the best way to overcome need resistance is to prove that your product is a good investment. Every business hopes to make a profit. Therefore, you must demonstrate how your product or service can contribute to that goal. Can your product increase sales volume? Can it reduce operating expenses? If the owner of a hardware store says, “I already carry a line of high-quality tools,” point out how a second line of less expensive tools can appeal to another large segment of the buying public. With the addition of the new line, the store can be in a better position to compete with other stores (discount merchandise stores and supermarkets) that sell inexpensive tools.