How we change what others think, feel, believe and do
When you are going for the close and customers object or otherwise put up resistance, take a step backwards, acting as if you were not trying to close and are in no hurry.
Validate their objection. Agree with them. Give them nothing to push against. Then start feeling your way forward again.
When you move away, watch what they do. If they pursue you or move towards you, then this shows they are still interested.
Them: Well I'm not really sure.
Them: I can't afford that.
Them: I'm not buying from you.
When people push back, they expect you to resist and often have more arguments ready to throw at you. Yet when you do not resist, just accepting their objection without trying to dismiss or deflect it, then they become confused, which gives an opening for persuasion by other means. They also will trust you more and be more open to further discussion if they conclude you are not being 'pushy'.
In Tai Chi and other martial arts, there is a principle of 'emptiness', where if the person pushes against you then you relax back, giving them nothing to push against while also sticking to them and guiding them to a position from which you can easily move them.
In warfare, retreat is a maneuver, not defeat nor any admission of weakness. In fact retreat can be used in all kinds of strategic ways, for example where you lead them into ambush. The most successful generals fight very little as they move their opponents into positions (both physical and mental) where giving in is the best option.
In romance, lovers play a dancing game of approach and backing off as they tempt one another and test the depths of desire and resolve. This dance can be replicated in any changing minds situation where your matching their back-off strategy shows you are not desperate and hence gives you power, which then causes them to re-think and come to you if they are at all interested.