The Trust-Resistance Scale

I was just coaching a founder through a sales challenge and shared something that changed everything about their approach...

2 Universal Sales Truths:

1. Every cold prospect starts with high resistance and low trust

2. Your job isn't to close - it's to shift that balance

Picture this: Walk into a Tesla showroom. The salesperson immediately approaches. What's your first reaction? Resistance. "Just looking!" Why? Because the trust isn't there yet.

But what if instead of diving into features and prices, they first showed you they understood exactly why you were there? What if they shared stories of other customers with similar situations? What if they made you feel understood before trying to sell you anything?

The game isn't about crushing resistance - it's about building trust faster than the resistance can push back.

CQ