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you should either convince him why is your product his best choice, or what would he/she really lose if they don't take your product, never lie, never try to push or affect in a way that may make the customer get away, cause if this happens you will loose him/her forever.
At first try to understand actual requirement of the customer, analyse actual requirement with solutions provided by us. Thus it enable us to realise the best solutions based on the requirement and try to present it in front of the customer in a better way (like doing presentations, delivering samples etc), which will give better idea to the customer.
i deal customer resistance in a positively manner, i viewed this an oppurtunity for me to have a sale,just we have to handled correctly...you can know customer resistance throught there gesture..if you saw some positive then continue for what you are dealing but if you saw some rejection thats the time to make other strategy...
great sales person want prospect to buy not to be rushed, or sold. We have to understand that our prospects had doubts, fears, and temptation. if the customer say no,dont be harsh on your self dont get frustrated..you know that you gave all thats it. proper presentation and knowledge is the key for a good sales..
I feel it's important to use what they say to reinforce what you are recomending for them. If you are able to show that you listen to what they say and that you want them to get the right product for their needs you're more likely to close the deal
