Helping the prospect make a decision
People don't buy simply on your say-so. A prospect must go through a period of self-discovery before making the decision that your product or service is the right solution.
Source: Sales trainer Dave Mattson
Resistance is pre-programmed and people don't like to be told what to do (or buy). A better approach than "selling by telling" is to ask key questions or relate third-party stories that allow the prospect to discover the benefits and advantages of your product or service.
When you ask questions that lead to a discovery, the prospect then "owns" the discovery and the resistance disappears. After all, people don't tend to argue with their own data.