Work with the reason behind resistance
Rossi, Stivers and Chalfoun analysed 73 everyday negotiations in which an initially resisted request was pursued. A turning point occurred in 89% of cases when the requester engaged with the stated reason for resistance, compared with 38% under pressure alone. A turning point signals movement towards cooperation, not necessarily final agreement.
For sales practice: For sales conversations, this suggests a sequence to test: clarify the stated reason with an open follow-up question, visibly build on the answer, then propose a fitting next step. Example: “We already have a supplier.” – “What matters most to you in the current relationship?”
Evidence and limitations: The study examined face-to-face requests among family members and friends, not cold calls. Its observational design establishes an association rather than a certain causal effect, and the direct strategy comparison involved a small number of cases.