A new classification of series resistance

The authors extend the definition of sales resistance to include both objec tions and counterarguments. A counterargument differs from an objection in that the buyer counterargues to defend a previously established schema abou t the salesperson, selling company, or product being sold. In addition, a p reviously established schema may exist about the competitor's salesperson, company, or product These previously established schemata may be positive, negative, or neutral. This study introduces nine different selling situatio ns that a salesperson may encounter based on the buyer's previously establi shed schema. Each selling situation is explained by the amount of sales res istance a salesperson should expect, and the probability that the resistanc e would take the form of an objection or counterargument Distraction is int roduced as a possible method of reducing counterargumentation. (C) 1998 Els evier Science Inc.