According to Jonathan Farrington, globally recognized business coach, mentor, author and consultant, too often, we make assumptions that our prospects or customers will automatically be as excited as we are about our solutions. The reality is that they won’t be, so start from a point of understanding that they do not know what they don’t know. It is our duty to educate them. When customers perceive the value of a proposition outweighs the risks, then generally speaking they will go ahead and make the purchase – if they trust you. Customers will often pay more for added value, which is usually related to one of the “Three Rs”: Reputation/Reliability/Relationship. Good sales people are able to paint a graphic picture of what is at stake, quantify the value, and help the prospect understand how it will make them feel.