You're closing in on the purchase. You feel like you've qualified the prospect, you know you're nearly there, great presentation if you don't say so yourself, but something is still missing. There's a hesitancy and you can't quite define it. Let me help you. The prospect feels the RISK of purchase outweighs the REWARD of ownership. You start to hear the usual stalls like, "I'll think about it, call me back later," (The kiss of death to a teetering transaction) or the ever popular, "I have to talk this over with..." Rats. So, what do you do? Keep selling? Not exactly -- the simple answer is:
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