If a customer is wrong about something when expressing resistance, the salesperson should consider using the Indirect Denial method before considering the Direct Denial method.

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Using the Indirect Denial method allows the salesperson to acknowledge the customer's concerns and provide additional information or alternative solutions without outright denying the customer's beliefs. This method can often be more effective in resolving resistance without causing conflict or alienating the customer. Only if the Indirect Denial method fails should the salesperson consider using the more confrontational Direct Denial method.

If a Customer Is Wrong About Something When Expressing Resistance