Reactance

Why do prospects feel pressured when salespeople attempt to create urgency?

The answer is found in a powerful scientific principle called reactance. Reactance refers to the feelings that occur when people perceive that their ability to freely choose is being restricted. When this occurs, they will instinctively desire to rebel against what is being imposed upon them. This is why signs that say, “No littering” or “Don’t litter” have been shown to actually increase littering.

Salespeople who want to increase sales effectiveness must understand reactance because, when attempting to advance the sale, reactance will often be activated. This is detrimental – when prospects feel reactance, they will reject both the salesperson and the salesperson’s message.

The key to minimizing reactance is to reduce the prospect’s perception that you are pressuring him or her. One example of this is found in a fascinating research study identifying that – when asking for funds – compliance rose by 400 percent when the request concluded with the statement, “Of course, it’s up to you.”