Interactional Dynamics of Resistance in B2B Cold Calling

This study explores resistance in business-to-business “cold” sales calls using conversation analysis. By analyzing 162 recorded sales calls, we identify two primary practices—blocks and stalls—that prospects use to resist sales attempts. Blocks involve attempts to terminate the interaction, while stalls delay the sales process. Our findings highlight resistance as an interactive accomplishment rather than a cognitive process, offering new insights into the dynamics of sales encounters. These insights have significant implications for enhancing sales training and improving salesperson-client interactions.