blog posts
Tuesday, January 21, 2025
Darcy Juarez
What’s Stopping Your Sales? Understanding and Eliminating Threshold Resistance
You know your offer is amazing. Your marketing strategy is solid. Yet somehow, your leads aren’t converting the way they should. So, what’s the real problem? Chances are, it’s not your product or your pricing—it’s something called threshold resistance.
Threshold resistance is the invisible force that prevents prospects from taking that final step. Originally a retail term, it referred to the challenge of getting customers to cross the threshold into a physical store. Today, the concept applies broadly to any barrier—physical, psychological, or emotional—that creates friction for your prospects.
In this article, we’ll break down what threshold resistance is, why it’s killing your sales, and, most importantly, how to eliminate it to maximize conversions and unlock your full sales potential.
What Is Threshold Resistance?
At its core, threshold resistance refers to anything that creates friction in your sales process. Let’s break it down into three categories:
- Physical Barriers: These are tangible obstacles that prevent prospects from moving forward. Examples include:
- Hard-to-find locations
- Limited parking
- Poor website navigation
- A complicated checkout process
- Psychological Barriers: These barriers stem from fear or uncertainty, such as:
- Fear of making a bad decision
- Uncertainty about pricing or value
- Skepticism about your claims
- Anxiety about being "sold to"
- Emotional Barriers: These barriers tap into how people feel, like:
- Overwhelm from too much information
- Embarrassment about lacking knowledge
- Worry about wasting time or money
Your job is to identify and systematically remove these barriers, making it easier for prospects to move forward with confidence. Here’s how to do it.
Step 1: Simplify the Path
The first step to overcoming threshold resistance is to make it ridiculously easy for prospects to take the next step.
Let’s say you run a high-end hair salon. You might have the best stylists in town, but if your online booking system is clunky or your parking situation is confusing, potential clients might give up before they even walk in the door. Instead, focus on streamlining the process. Use an intuitive booking system, provide clear directions, and consider offering valet parking if appropriate.
These small tweaks reduce friction and make it easy for prospects to say "yes" to your business.
Step 2: Build Trust Upfront
Fear is a major contributor to threshold resistance. Prospects worry about making a bad decision, especially in industries where trust is crucial. To overcome this, focus on building trust early in the process.
For instance, if you’re a financial advisor targeting retirees, they may feel nervous about scams or bad investments. To alleviate these fears:
- Showcase testimonials from satisfied clients
- Highlight your certifications and credentials.
- Showcase testimonials from satisfied clients.
By addressing their fears and demonstrating credibility, you lower the psychological barriers that stop prospects from converting.
Step 3: Create Clarity
One of the biggest reasons people hesitate is lack of clarity. When prospects don’t fully understand what they’re getting or how the process works, they’re less likely to take the next step.
Take the home renovation industry as an example. A homeowner interested in remodeling their kitchen might not proceed if they’re unsure of what to expect from the process.
- Create a visual roadmap that explains each step of your process.
- Use an FAQ section to answer common questions.
- Provide an explainer video or checklist that simplifies the decision-making process
When prospects know exactly what to expect, they feel more confident in their decision to work with you.
Step 4: Remove Emotional Barriers
Buying decisions are deeply emotional, often involving fear, anxiety, or self-doubt. Addressing these emotions can help prospects feel more at ease and ready to move forward.
For example, consider a first-time homebuyer. They’re likely overwhelmed and unsure of what to do. If your process adds to their stress, they’ll walk away. Instead:
- Use empathy in your messaging. For example, say, “We understand buying your first home can feel overwhelming. That’s why we’re here to guide you every step of the way.”
- Provide helpful tools, like step-by-step guide or checklist to reduce anxiety
Step 5: Pre-Condition Your Prospect
Finally, prepare your prospects mentally and emotionally before they even engage with you. This is called pre-conditioning.
For instance, if you’re a personal trainer, you could send a pre-consultation email with tips like, "Here’s what to bring to your first session," or a short video explaining what the consultation will cover. By doing this, you eliminate fear of the unknown and help prospects feel prepared and confident about moving forward.
When you identify and eliminate threshold resistance, you’re not just making it easier for prospects to buy—you’re creating an experience that:
- Builds trust.
- Reduces anxiety.
- Positions your business as the obvious choice.
Your Next Step:
Take a fresh look at your customer journey. What’s one barrier you can eliminate today? Whether it’s simplifying your checkout process, improving communication, or offering reassurance, small changes can make a big difference.
Need help identifying and removing the invisible barriers blocking your sales? Let’s talk. Together, we’ll ensure nothing stands between you and your next big win.
