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How Do You Lower Your Prospects’ Persistent Resistance To Buying?

Profile photo of Sunday William Submitted by Sunday William June 21, 2016


If you must succeed online as a business then your prospects’ resistance to buy must be lowered. The prospects should always inspired, intrigued and interested to reward your efforts. However, this is not always the case because so many factors could come into play to affect how the prospect views a particular product or brand.

A high resistance to buy implies that a product or brand is not appealing to the prospect. This could be happening always and affecting the overall conversion of the business.

In my understanding, the following factors can lead to the rejection of a product:

♦ Poor and unsatisfactory product – If the product is poor in value and doesn’t meet the buyer’s or prospect’s expectation then the possibility of acceptance would be low. An invaluable and irrelevant product is easily rejected.

♦ Poor Presentation And Promotion Of The Product – A product could be good in terms of quality or value, however, if the presentation or promotion is misplaced then resistance would be high. If a business markets its product to the wrong prospects then the acceptance level would be low. In addition, if the promotional platform doesn’t suit the final buyer it would be difficult to make any sales.

♦ Past experience and Apathy towards a brand – A bad experience with a product or customer service in the past can affect the perspective of a product. A previous ‘good’ experience would be acceptable for a product or brand. On the other hand, apathy towards a brand as a result of bad customer service experience or dissatisfaction from the use of a product will increase buyer resistance.

♦ High cost of a product – The cost of a product may not be problem for buying for some people, however we cannot rule out the fact that high cost compared with similar product will result to rejection. If the cost of purchasing a product would be low compared to a competing product then buying the cheaper product would be the likely decision. This should be the case when quality, features and functionality is same across brands.

Now, the above are some reasons that could influence the prospect’s resistance to buy. Of course there are other factors because people buy or reject products for different reasons.

Identifying the exact cause of buyer resistance is a step to lowering or avoiding it, especially if it becomes persistent.

Now, it’s your turn, how do you lower the prospect’s resistance to buying if it becomes persistent? 

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Profile photo of Sunday William
I started with a College Degree in Business but I have been an Internet marketer and writer for 10+ years and have written 5,000+ high quality articles in diverse topics. I have also written 20,000+ comments on and 1,000+ blogs and/or websites. I have been working closely with Kingsley, the admin of for 10+ years and have been in the's administrative team since the first day in 2012. I highly recommend's Coaching and Partnership Program.

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37 Responses to “ How Do You Lower Your Prospects’ Persistent Resistance To Buying?” Leave a reply ›

  • Profile photo of Sarah John Profile

    Buyers’ aversion of a product is not specific but most buyers would be dissatisfied because of a product does not meet their expectation.

    I also have aversion on some products today because of past experience and poor customer support.

    To answer your question directly, the brand must ensure that the product meets its natural function so that it can provide the value needed by the customer!

  • Profile photo of Celine Profile

    Hi Sunday,

    There are many factors that could lead to a prospect’s persistent resistance to buying.

    If a business can identify the exact reason for the low resistance then it becomes easier to solve the issue.

    The reasons for resistance you have shared here are on track but I think that if the expectations of the prospects are always met then resistance would be lowered!

  • Profile photo of Sunday William Profile

    Its simple. Get into the mind of your prospect by understanding what they want. If this is achieved then it becomes easier to provide him with a product/service that meets his needs.

    Product/service rejection often arise out of dissatisfaction in the past. Therefore, continuous research and analysis of customer behavior over time would provide the knowledge that would inspire the prevention of persistency in the rejection of a promoted product!
    Sunday William recently posted…How Do You Determine The Right Online Channel To Promote Your Content?My Profile

  • Profile photo of Winford Moore Profile

    If I am faced with persistent resistance to buying, I will definitely do something about it.

    First off, I am going to ensure that I understand buyers’ behavior as it relates to the features of the product.

    More so, I will choose to be creative irrespective of the cause of the resistance.

    In summary, the solution to lower persistent resistance to buying is dependent on the product.

  • Profile photo of Black Profile

    I like the fact that you mentioned something about poor presentation of product.

    Yes, a product may be ‘good’ in terms of features and functions but these would not make sense to a prospect if the salesmen and customer service guys made a mess of the presentation.

    This is one aspect of the buying process that brands must deal with.

    Improving salesmen and customer service skills to meet the needs of the prospects is very important if one needs to lower buying resistance!

  • Profile photo of Barbara George Profile

    Hello Sunday,

    I will say by offering them products they really want, at the price they can afford.

    If I see what I really want, and at a price I can afford, why won’t I get it, right?

    But of course, you are right with what you said that a product could be good in terms of quality or value, however, if the presentation or promotion is misplaced then resistance would be high.
    Barbara George recently posted…Pink ScarfMy Profile

  • Profile photo of Sunday William Profile

    Hi Barbara,

    Yes, a product that comes with the right solution and with the right price would be highly acceptable! Brands must always find a way to blend value and price.

    Thanks for agreeing with me that without proper presentation, a product can be rejected even if has the best quality!
    Sunday William recently posted…Why Is It Difficult For Newbies To Make Money Online?My Profile

  • Profile photo of maxwell ivey Profile

    Hi Sunday;

    I have had this problem with a product I created. Its an online audio course to teach people how to use podcasts and radio shows to share their story, sell their products, and build their brand. I had some beta testers who all told me its a great product. One even said that the problem could be that there is too much information there thus overwhelming anyone who tries to use it.

    I have lots of experience in this area, so credibility isn’t the problem. It is for sale through selz and gum road so delivery shouldn’t be the problem. I’m wondering if maybe the audio needs editing or my marketing material needs work. I would be honored if you would try out my course and let me know what you think.

    I’ve even considered offering it on a pay what you want basis. However, if people listened to this course they wouldn’t need to hire me unless they just don’t like all the work that goes into getting booked on so many podcasts radio shows and youtube channels.

    Thanks for sharing,

    maxwell ivey recently posted…my 2nd book it’s not the cookie it’s the bag is finally hereMy Profile

    • Profile photo of Sunday William Profile

      Hi Max,

      I would love to listen to this audio podcast and leave my thoughts about it. The details you have provided are clear.

      Have you tried listening to the complaints about the product?

      Have you run an A/B marketing on the promotional methods you are using for this product? Please let me know!
      Sunday William recently posted…Are You Making Sales With Webinars?My Profile

      • Profile photo of maxwell ivey Profile

        Hi Sunday;

        Thanks for your generous offer. I keep hearing about a b testing but not sure what its about or the first thing about how to do it.

        Interesting thing is while the course hasn’t attracted much attention even with me pushing it in my interviews; my offer of a service to do the work for them has been very encouraging. I find that between third and half of the people I approach about it ask me to tell them more. Of course, then you have to show the why and the how and come up with pricing.

        I do wonder if maybe people just don’t have the time or don’t think they will have the time to do all the work that comes from using a online course. What are your thoughts about this in general and as it applies to my question. Message me your email address and I’ll send you the files. That offer extends to anyone here in our community.


        maxwell ivey recently posted…my 2nd book it’s not the cookie it’s the bag is finally hereMy Profile

  • Profile photo of Yan Yan Chan Profile

    Hello Sunday,

    You talked about high cost as something which may cause resistance to buying.

    I think offering products at special discounts helps lower such resistance to buying.

    I am a sucker for discounts. Why should I pay more when I can pay less, :)
    Yan Yan Chan recently posted…Half Moon bay.My Profile

  • Profile photo of Amit Sharan Profile

    Hello Sunday,

    I just want to add something to this discussion:

    If a product satisfies all my needs, I buy it, even if it’s expensive. I am not sure if same applies to others though.

    So, I’d say, to lower my resistance to buying, offer me a very good quality product that I need, not just want.

  • Profile photo of Howard D. Bray Profile

    Hi Sunday,

    I will say the issue here is what you mentioned in the first part of this post when you said “a high resistance to buy implies that a product or brand is not appealing to the prospect”.

    If this is the case, it’s really hard to change that.

    Example in point, some Apple computer lovers find PC unappealing and are not ready to change their minds at all. They buy everything Apple releases but hardly ever buy anything PC.

    I don’t see how to it’s possible to lower their resistance to PC.

    Do you?

  • Profile photo of Daniel Chen Profile

    You are right that high resistance to buy implies a product or brand is not appealing to the prospect.

    The way to lower such resistance is to make the products appealing to the prospect.

    Bam, problem solved :)

  • Profile photo of Lucy Anderson Profile

    Hello Sunday,

    @rachelamitsharan Amit’s comment here is one of the shortest but also one of the best for me:

    “If a product satisfies all my needs, I buy it, even if it’s expensive. I am not sure if same applies to others though.

    So, I’d say, to lower my resistance to buying, offer me a very good quality product that I need, not just want.”

    That’s so true because some people buy products for thousands of dollars because they need the products, while others won’t buy the same products for less than $100.

  • Profile photo of James Ling Profile

    Hey Sunday,

    If I experience a bad customer experience that would be a trigger for rejection.

    So, marketers must ensure that the audience gets a satisfactory perception of their product.

    A good customer support and a good customer service will go a long way to prevent persistent resistance to buying!

  • Profile photo of Norma Profile

    Hi Sunday,

    As someone else here said, if I want to buy something and it fulfills my needs at the moment, I buy it too.

    In such situations the product’s value and the need it fulfills for me, is enough to lower any resistance I have to buying it.

  • Profile photo of Marie Yovcheva Profile

    Hello Sunday!

    As stated in other comments-there could be a number of reasons why a buyer’s resistance is high.

    For me, I would want clarification of the issue. For example if a buyer would say “I love the product, but it’s too expensive” I would reply with “Okay, so let me make sure I understand what you’re saying-If you had X amount of money, you’d be ready to buy?”

    Whatever the issue is, I would say always get clarification and then see how you could resolve the problem.

    So to continue with the above example would be something like: “Okay great, when would you have X amount of money, so I know when to follow up with you again?” (that is assuming they said or agreed that the money was an issue now) If it’s not the money-then at that point they’d give you a real problem and again start the clarification process over.
    Marie Yovcheva recently posted…Building Rapport In BusinessMy Profile

  • Profile photo of Gavin McDonald Profile

    Hello Sunday,

    This is another interesting discussion post you started. I am really enjoying reading them.

    I think this is an easy answer:

    Provide prospects with a product or service that solves their pressing problems or help them make their wishes come true, and that should lower their resistance to buying. Even if the product or service is expensive, they will buy.

    • Profile photo of Sunday William Profile

      Hey Gavin,

      Indeed, if we offer customers the product that would help solve their problem then it becomes easier to lower their resistance to buying.

      What customers want is a product that would address their pain point. It doesn’t matter is that product would be expensive or not!

  • Profile photo of Joseph Profile

    Hi Sunday,

    Good discussion here, as always.

    I think the high cost of a product isn’t too much of a problem for those who have the money to pay.

    In fact, some people with money especially look out for higher cost products because they have the belief such products are more valuable than cheaper ones, which isn’t always true of course.

    • Profile photo of Sunday William Profile

      Hi Joseph,

      Of course, high cost is not usually the reason why a customer would resist a product. High cost is relative. The truth remains that people will accept a product more based on the value it provides for the intended user.

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