Sales is about closing your deals quickly and without resistance. If you can make it easy for potential customers to buy from you, they will be more likely to do so. While the path of no resistance has always been around the sales industry, it has been creating more buzz as of late.
But what exactly is a path of no resistance, and how does it work?
The path of no resistance first came into the limelight when Garret Kramer wrote about it in his book, The Path of No Resistance: Why Overcoming is Simpler than You Think. In the book, Kramer talks about how the path of no resistance is the key to success in any area of life, whether it be sales, relationships, or health. The path of no resistance is essentially a way of thinking and living that allows you to overcome any obstacle in your way.
It is based on the idea that we all have within us the ability to overcome anything we set our minds to. All it takes is the willingness to do so.
When it comes to sales, the path of no resistance means creating an environment in which your potential customers can easily buy from you. This could mean anything from having a user-friendly website to offering free shipping or returns. Basically, anything that makes it easy for your customers to buy from you is considered a path of no resistance.
While the path of no resistance may seem like common sense, it is often overlooked by salespeople. In today’s fast-paced world, it is easy to get caught up in the hustle and bustle of making a sale and forget about creating an environment conducive to buying. However, if you take the time to create a path of no resistance for your potential customers, you will be rewarded with more sales and happier customers.
So, how do you go about creating a path of no resistance?
Creating a path of no resistance is not just about removing the sales barriers from a customer’s journey. A buyer’s journey begins from the point they get to know about your product. But the path of no resistance goes beyond that. It starts with creating an environment where prospective customers can find you with ease.
-Make it easy for your potential customers to find you. This means having a strong online presence. If you are a brick-and-mortar store, make sure your store is easy to find and navigate. If you are selling online, ensure your website is user-friendly and easy to search.
-Make it easy for your potential customers to learn about your product. This means having clear and concise product descriptions and providing helpful resources such as blog posts, infographics, or videos.
-Make it easy for your potential customers to buy from you. This means offering multiple payment options, free shipping or returns, and a customer service team that is responsive and helpful.
While creating a path of no resistance can help organizations discover prospective customers and reduce any problems they might encounter, its real usage is to eliminate the obstacles. And the best way to do it is to incorporate it into your sales strategy. But to do so, you will have to identify why resistance arises and, more importantly, in which parts of the sales process resistance arise the most.
Sales resistance can come in many different forms. It could be a customer who is not ready to buy, a customer who is price sensitive, or a customer who is not interested in your product. However, there are three main types of sales resistance that you should be aware of:
-Budget: This type of resistance occurs when a potential customer feels your product is too expensive.
-Authority: This type of resistance occurs when a potential customer does not feel like they have the authority to make a purchase. For example, they may need approval from their boss, or they may not be the decision-maker in their organization.
-Need: This type of resistance occurs when a potential customer does not feel like they need your product. They may already have a similar product or not see your product’s value.
The best way to overcome sales resistance is to address it head-on. This means conversing with your potential customer about their concerns and objections. By doing so, you will be able to understand their needs better and find a solution that works for both of you.
However, there are some situations where you will not be able to overcome sales resistance. In these cases, you can best walk away and move on to another potential customer. Remember, not every sale is meant to be, and there is no use in trying to force a sale that is not going to happen.
The path of no resistance is an ideal situation where businesses can close out sales deals without resistance. However, this is not always possible. Resistance occurs daily, and the best way to minimize them is to take them head-on.
