Psychological resistance

During the selling process many times a sales person encounters a type of resistance in the form of certain objections, which may not be real but psychological. Customers typically pose objections during the sales presentation or when asked for order. Psychological resistance includes resistance to interference, preference for established supply sources or brands, apathy, reluctance to giving up something, unpleasant associations created by the sales representative, preconceived ideas, and dislike of making decisions.