Overinvesting Creates Buying Resistance The buying resistance that we engender in the client is partly a result of the obvious investment we have made in the sale. When we spend hours on a lengthy written proposal, one that diagnoses and prescribes for free, it sends the message that we need the client’s business. We clearly imply to him that he has the power in the relationship. Beyond giving him the upper hand, we also make it difficult for him to be honest with us.
