Does this sound familiar? You’re walking past a sign that says “Do not touch, wet paint” – and suddenly you feel an urge to do just that!
This is called psychological reactance.
Simply explained, it’s about the feeling of resistance that arises when someone feels that their freedom to choose or act is limited.
The same principle applies in sales.
Research shows that using phrases like “it’s entirely up to you” resonates much better than “you must” or “you can’t deny that.”
It’s obvious when you think about it.
People don’t like to feel pressured.
When a salesperson is too pushy, “persuasion resistance” easily arises.
The customer instinctively backs away.
The secret is to change your perspective.
Stop being a “seller” and become an “assistant buyer.”
Your job is not to sell, but to help the customer make an informed decision.
Here you can read more about how decision making in business.
