As the marketing director of a major capital equipment manufacturer, you are presenting at an upcoming meeting of the American College of Health Care Executives. Hospital chief executive officers as well as chief financial officers are at this meeting. Occasionally, chief medical officers will attend. You are responsible for two product lines. The first involves technologies that have been in existence for 20 years and are core to the surgical process. The second involves new technologies that will revolutionize the way in which gastroenterological surgeries are performed. The major obstacle to the purchase of the new product line is the initial investment requirements. You expect some initial resistance at your trade booth. How can you should handle buyer resistance.