You can knock on a door, make a call, meet someone on the street and you can create sales resistance by your approach. I like what Gary's dad taught him.
By create sales resistance I mean that if I do anything more than offer something for someone to look at I have created a situation that can invite sales resistance.
If someone says he or she doesn't want what I offer and I counter that - which I may - I have to understand that this potentially will produce a counteraction and this situation can become one of overcoming resistance - one of struggle.
Recently someone had opinionated and untrue things to say about a product of mine - I will address those opinions if that person wants me to - otherwise I won't and I'll move on. If that person wants me to address his opinions that invites a situation that can become one of overcoming resistance - one of struggle, of argumentation and debate - and I'm not saying these things are negative or bad or to be avoided by definition.
What I'm saying is that the seller can create resistance situations and sellers should recognize that and also recognize what it is that's happening.
Some people thrive on overcoming rejection or objections - some people thrive on conflict and resistance - some people thrive on debate, argumentation and struggle. I don't like any of those situations unless I see some intrinsic value or reason to pursue or create situations that offer those things.
BUT also just entering a conversation that produces questions doesn't imply resistance - resistance can also be a definition that is just as easily let go of as kept - so what are we talking about here anyway?