The Power Behind Understanding Resistance

Kurt Mortensen

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Do you want to know why your prospects aren’t buying from you? There are three R’s or three things you need to understand if people walk out that door and don’t purchase from you. Most people are wearing a badge that says convince me, help me make a good decision. They need and want help. They want to be confident in making the right choice. That is what a great persuader does.

The first R is reason. You didn’t give them a reason to buy. Maybe you didn’t generate enough interest. Or there wasn’t a need, a want, or a desire from your prospect. Your prospect has their own reason to buy. And you see this with rookie salesmen. The rookie gives them a laundry list of reasons to buy the product. This sucks the energy out of your prospect, loses the emotion of the sale and usually uncovers one reason not to buy. You must always find the one or two main reasons why they want to buy.

This reminds me of a story of tapping into someone’s reason to buy. Airman Jones was assigned to the induction center, where he advised new recruits about their government benefits, especially their GI insurance. It wasn't long before Captain Smith noticed that Airman Jones was having a staggeringly high success-rate, selling insurance to nearly 100% of the recruits he advised. Rather than asking him about this, the Captain stood at the back of the room and listened to Jones’ sales pitch. Jones explained the basics of GI Insurance to the new recruits, and then said, “If you are killed in a battle and have a GI Insurance, the government has to pay $200,000 to your beneficiaries. But, if you don't have a GI insurance and get killed in the battle, the government only has to pay a maximum of $6000. " “Now, " he concluded, “which group do YOU think they are going to send into battle first?"


The second R is resources. Maybe they didn’t have the time for your product. Maybe they didn’t have the money; maybe they didn’t have the support. Support could be from a spouse, a peer group of friends that if they brought your product or service home that they would not support him. The last aspect under resources is ability. Maybe they can’t even use your product. If you’re trying to sell an annual ski pass to a rest home, they might not have the ability to use it.


The third R is the rep. That’s you as a person. Did you not develop a trust? Did you not create rapport? Did you have the wrong type of style? Were they analytical, were they social? You could have used the wrong type of motivation. Or it could be what I call persuasion pitfall. Where you pushed a little to far or you said something where they felt like they were getting trapped into a corner. And this is the pitfall. And I know this has happened to you.

You go into a store and someone says the wrong thing or they push a little to far and it just doesn’t feel right and you leave and never go back to that store. And that’s what could be happening to you if you’re hitting the wrong buttons. So take a look at those three things, which are critical to understand why your prospects don’t buy.


Application Questions

What is the greatest reason people should buy your product/service?

When someone says your product is to expensive. What is your response?

When you have a conflicting style with a customer. What can you do?


Learning how to persuade and influence will make the difference between hoping for a better income and having a better income. It is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.

Go to and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale! Take your test now at

Kurt Mortensen teaches over a hundred techniques to give you the ability to effectively work with every customer that walks in your door. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others. Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! Learning how to persuade and influence will make the difference between hoping for a better income and having a better income.

Go to and take the free Persuasion IQ analysis.


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