Trends in buying may be toward logic and analysis, but buyers are human and emotions play a significant role.

Perceived risk is an important “fear factor,” with the power to stall or speed up a sale.

It can be tempting to sidestep the issue of buyer risk, but it’s best to bring the matter out in the open and deal with it directly. Some strategies that work:

  • Tackle information gaps, such as unanswered questions, mistaken assumptions or information deficits.
  • Make rewards trump the risks, by focusing on the benefits and showing how they overcome risk.
  • Let other buyers help. Case studies and testimonials that address issues like risk and anxiety will calm fears.
  • Use trials and test runs to deliver proof of your concept and win over skeptics.


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