Studies indicate that the favorable testimony of a neutral third party can be an effective method of responding to buyer resistance. Let us assume that the owner of a small business states that he can get along without the services of a professional landscaping service. The salesperson might respond in this manner: “Some business owners feel the way you do. However, once they contract for our service, they do not regret the decision. Mark Williams, owner of Williams Hardware, says our service completely changed the image his business projects to the public.” Third-party testimony provides a positive way to solve certain types of buying problems. The positive experiences of a neutral third party almost never trigger an argument with the prospect.