Selling is all about “lowering risk”…

Selling is all about getting people to change and change always involves risk. Generally, when given a choice, most people will always choose to not change. People are creatures of habit and change requires them to break old habits and create new ones. What makes selling difficult is the fact that it requires you to work against human nature by getting people to change (and you thought this was going to be easy!).

John Hirth discusses how to lower risk, or at least lower the perception of risk, to get more people to take the risks they need in order for us to sell.