There are two forces that stop a sale: obstacles and resistance. Obstacles are external. They’re practical, like timing, distance, or finances. Resistance is internal. It’s emotional - fear, doubt, and the memory of being burned before. The mistake most businesses make is solving only one. Solve obstacles and you still lose people to fear. Solve resistance and you still lose people to logistics. Solve both and your offer becomes difficult to walk away from 🔥