Virtual event

The path of least resistance

– Why removing resistance should be your next commercial focus

Date (CET)

25 October

As chief commercial officers, sales directors and marketing executives, we work in a competitive and ever-changing environment. Consumer expectations are currently at the lowest level in more than 20 years, and uncertainty is something most of us feel in one way or another.

We know that you are working hard to ensure the future commercial growth of your business. However, in our experience, the default commercial approach might not always produce the expected results.

Join us!

An afternoon on acceleration and resistance

Join us for an afternoon webinar where we will dig deeper into the concepts of acceleration and resistance.

At the webinar, you will learn how the resistance of your customers can be measured and how to go about removing it, and you will get examples of how removing resistance might be the optimal approach to achieving the growth you are looking for.

Sign up here

Going from pushing products to reducing resistance

Working with commercial growth, we predominantly focus on initiatives that accelerate something: sales training for sales reps, increased marketing budgets, new and better value propositions, better product descriptions, discounts, a new website – you get the picture. All these approaches focus on pushing products to customers. However, from a psychological perspective, this is not always the best approach.

In the mind of the business trying to push a product, the reason why customers do not purchase the product must be that the appeal of it is insufficient, so the product appeal must be enhanced. However, in the mind of the customer, enhancing the appeal of the product will not work if they encounter resistance in the purchasing process. What will work is to remove or reduce resistance.

There are two good reasons why many companies focus on the things that move them forward and not on resistance holding customers back:

  1. Firstly, focusing on moving forward is what we have always done. It is safe, and our leaders and the board understand it.
  2. Secondly, the reason why your customers experience resistance is unclear – they just bounce and are not going to spend time on describing what they feel or why they did not make a purchase. Your customers will just purchase the product elsewhere or simply not purchase anything at all.

However, there are also several good reasons why companies should focus on reducing resistance.

Imagine a web shop that does not accept credit cards or MobilePay – how likely is it that you will complete your purchase? Or think about how Netflix automatically starts the next episode of your favourite series. They simply discovered that if you have to get up from the sofa to get the remote control, you are less likely to binge-watch.


Practical information


The event is hosted online.

A link will be sent before the webinar starts.

25 October 2022
3:00 PM - 3:45 PM
Mathias Korsgaard Sørensen

The event is free of charge.