The Four Factors of Risk


The critical factor in selling today is risk.

Because of continuous change and rapid obsolescence, the risk of buying the wrong product or service becomes greater as change intensifies. Our greatest single need is for security of all kinds, and any buying decision that puts us out on a limb triggers the feeling of risk and threatens that security.

There are four main factors that contribute to the perception of risk in the mind and heart of the customer.

1. Size of the Sale

The larger the sale, the more money involved, the greater the risk. If a person is … Read the rest