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Resistance is something every advisor encounters at some point. It’s that moment when your prospect hesitates, pulls back, or gives you a vague excuse to avoid moving forward.
Most people see resistance as an obstacle to overcome, but here’s the truth.
Resistance isn’t the problem. It’s a symptom of something deeper.
When resistance shows up, it’s often because your prospect feels unsafe.
They might be unsure about your intentions, unclear about the value you’re offering, or simply overwhelmed by the decision they’re facing.
And the more you try to push through their resistance, the stronger it becomes.
The key to diffusing resistance isn’t to fight it.
It’s to understand it.
When you approach resistance with curiosity instead of defensiveness, you create an opportunity to build trust and uncover the truth.
Here’s how you can do it.
First, acknowledge the resistance without judgment.
For example, if your prospect says, “I’m not sure this is the right time,” instead of trying to convince them otherwise, you might say, “I understand. Timing is important. Can you share more about what’s on your mind?”.
This simple act of acknowledgment shows that you’re listening and that you respect their perspective.
Next, ask open-ended questions to explore the root of their hesitation.
For instance, you could ask, “What would need to happen for you to feel more comfortable moving forward?”.
Or, “What’s the biggest concern you have about this right now?”.
These questions invite your prospect to share their truth, which is the first step toward resolving their resistance.
Another powerful technique is to reframe the conversation around their goals and priorities.
Instead of focusing on what you’re offering, shift the focus to what they want to achieve.
For example, you might say, “Let’s take a step back. Can we talk about what’s most important to you right now and see if this aligns with that?”.
This approach helps your prospect see the bigger picture and reconnect with their own motivations.
Finally, be patient.
Resistance doesn’t disappear overnight, and it’s not something you can force your way through.
But when you approach it with empathy, curiosity, and a genuine desire to help, you create a space where trust can grow.
The truth is, resistance isn’t the enemy.
It’s an opportunity to deepen your connection with your prospect and show them that you’re on their side.
And when you do that, you’re not just diffusing resistance.
You’re building a foundation of trust that leads to long-term relationships and lasting success.
Related: The Hidden Power of Silence in Sales Conversations
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.