Factors of Risk in Selling

The Critical Factor: Risk
The critical factor in selling today is risk. Because of the continuous change, rapid obsolescence, and an uncertain economy, the risk of buying the wrong product or service has become greater than ever before.

One of our powerful needs is for security, and any buying decision that represents uncertainty triggers the feeling of risk that threatens that security.

There are four main factors that contribute to the perception of risk in the mind and hear of the customer…. Read more

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