As discussed in the first part of this series, selling anything is all about selling change. And to be successful at selling change, you need to understand the phases of resistance inherent in the change process.

The phases of resistance

There are four phases of resistance that every individual goes through for every change. Everybody experiences these phases, not all at the same time, and not all at the same pace. Some people get through their resistance in a day, or a week, some people a month, and as we all know too well, some people get stuck and take years or a lifetime to get through.

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