Honesty is the first chapterof the book of wisdom.
— THOMAS JEFFERSON
Fully 80 percent of the reason that qualified prospects do not buy a product or service is because they are afraid of making a mistake. As the result of countless negative buying experiences, starting in early childhood, we all have bought something and regretted it afterward. Perhaps we later learned that we had paid too much, had gotten the wrong product for our needs, were unable to get the product serviced or repaired, or had been outright lied to by the salesperson or company.
Because of this accumulated baggage of unhappy purchase decisions, prospective customers are usually suspicious, skeptical, and distrustful of sales offers, ...