You will recall from Chapter 8 that consultative-process buyers may lack needs awareness or need help evaluating possible solutions. Therefore, the product (solution) often becomes the focal point of buyer resistance. When this happens, try to discover specific reasons why the prospect has doubts about your product or services. Often you may find that one of the following factors has influenced the buyer’s attitude:

1. The product or service is not well established. This is a common buyer concern if you are selling a new or relatively new product. People do not like to take risks. They need plenty of assurance that the product is dependable. Use laboratory test results, third-party testimonials from satisfied users, or an effective demonstration to create value.

2. The current product or service is satisfactory. Change does not come easily to many people. Purchasing a new product may mean adopting new procedures or retraining employees. In the prospect’s mind, the advantages may not outweigh the disadvantages, so buyer resistance surfaces. To overcome this concern, you must build a greater amount of desire in the prospect’s mind. Concentrate on a value proposition that gives your product or service a major advantage over the existing one, or reconfigure the product and offer customized services to better meet the customer’s needs.