Eight Steps to Zero-Resistance Selling

Eight steps to zero resistance selling

Maxwell Maltz’s Eight Steps to Zero-Resistance Selling

When people use the term “Zero-Resistance” in relation to sales and selling they usually mean reducing the buyer’s resistance to produce a sale. However, the main obstacle to sales success is ourselves and the Zero-Resistance here refers to reducing our resistance to becoming successful, whether that is overcoming call resistance, or unconsciously resisting our conscious efforts to become successful.

Maxwell Maltz is credited with developing the idea of the “Self Image”, which is how we see ourselves and this can make the difference between success and failure in life. In his book “Zero Resistance Selling”, (link to Amazon) he comes up with eight steps to Zero-Resistance Selling. Here are the eight steps and our take on them.

Step 1. Use your imagination

Developing the ability to use your imagination deliberately is essential. Most people allow their imaginations to run riot and this is usually not a good thing due to our tendancy to imagine the worst in any situation.

Step 2. Strengthen your self-image

“We’re not worthy” was one of the chatch phrases in the film “Wayne’s World”, and it was very funny. However, what is not so funny is that most of us think the same thing and it holds us back in our lives. Changing the way we think about ourselves by imagining ourselves as we would like to be, rather than as we fear we are, helps to strengthen our self-image and make us worthy. No-one else can make us worthy, it’s something we have to decide for ourselves.

Step 3. Use mental rehersal

Most of us are very good at mental rehearsal – the problem is that we reherse the wrong things. We imagine the worst and weakly hope for the best, which means that before we even start we are already expecting to fail. Imagining things working out the way we want them to (want, not hope) means we are prepared for success rather than failure.

Step 4. Use positive affirmations

A lot of questionable stuff has been written about affirmations of the “Every day, in every way, I’m getting better and better” variety. However, try stating your goals verbally and see how comfortable you feel. If you don’t feel comfortable it may be because you don’t really believe those goals to be possible. Get comfortable with your goals, practice saying what they are out loud and they will become more believable. You will start expecting to achieve your goals rather than just wishing they would come true. If you really believe your goals are possible you will look for more ways to achieve them because you are now in your comfort zone and better able to take action.

Step 5. Use psychological triggers

There are lots of things that can act as psychological triggers – many put us in a bad state and are to be avoided. However, there are things that can trigger a positive state in us and we need to identify these and use them to help us. These triggers could be inspirational quotations, exciting music, or just clenching our fists while we shout, “Yes!”. We need all the help we can get and these triggers can make a real difference. A current trend is to make inspirational “Mind Movies” showing things we would like to achieve with powerful music in the background to watch every day.

Step 6. Stop – think – choose

Watch your thoughts and emotions. Think about what you thinking and feeling and try to understand what produces them. Are these thoughts and feelings helpful, or not? By observing what you think and feel you can decide what would be more helpful and decide to think and feel those things instead.

Step 7. Use your down time to recharge for the next day

Modern sports people understand that rest is essential that too much training and competition is bad. Try to find some quiet time to reflect and think. Reflection is an important skill to develop as it helps you to make sense of your experiences and develop better ways of dealing with situations in future. Something else that can be done to prepare for the next day is to make your to-do list. Making this list the night before means that you are all ready to go in the morning rather than trying do decide what to do.

Step 8. Keep your eye on the goal

If you don’t know where you want to get to how are you going to get there. All the steps above only work if you know what it is you are trying to achieve.

This all builds on the information in Maxwell Maltz’s earlier classic “The New Psycho-Cybernetics” (link to Amazon) which is another great book.

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