INTRODUCTION

The other day, I walked into Hugo Boss.

Three steps in: “Can I help you?”
Without thinking: “No thanks, just looking.”

But I wasn’t just looking.
Nobody drives to a department store for fun.

That reflexive brush-off?
It’s what I call the Zone of Resistance.

The shield people raise the moment they sense sales pressure.

And as sellers, we trigger it all the time.
Pushing.
Convincing.
Persuading.
Begging for 27 seconds.

Leading people into a “yes trap”: “If I could save you 20% on socks, would you be interested?”

Or the classic:

“I’d love to show you the belts that go perfectly with those pants.”

The customer silently thinks, Of course you’d love to.
You want a sale. You’re biased.
They can smell the commission breath.

But imagine this instead:

I walk into Hugo Boss and the salesperson gently and calmly says, “Business trip?”

I would have said, “Actually no, I’ve got a wedding coming up.” Now we're having a conversations.

It's called elicitation.

Elicitation is the art of getting someone to share information without feeling questioned.

Gentle prompts that invite people to volunteer the truth on their own.

It works because people have a natural urge to correct or confirm what they believe isn’t quite accurate. When you offer a gentle prompt, they step in to “set the record straight.”

Intelligence agencies use it.
Therapists use it.
Pro sellers use it.

It works the same in cold calling.

Say you’re selling a self-cleaning coffee machine. Instead of pitching, Try this:

“Coffee machines have tiny spots, especially around the spout and drip tray, where bacteria like E. coli and staph can grow. How do you usually keep yours clean?"

See what happened?
You poked the bear.
You illuminated a potential problem they may not be thinking about.

They pause.
They think.
Curiosity kicks in.
They think, Huh… good question.
They lean in.

The best way to persuade people is let them persuade themselves.

If you want to be a better closer, be a better opener.

This book shows you how.