Stop Avoiding Risk in Your B2B Sales Deals

I used to avoid risk in my deals at all costs. “If we don’t talk about it, the buyer won’t worry about it.”

I lost deal after deal as my buyers failed to overcome the risk on their own.

I finally learned to run at risk to help my buyers confidently move forward.

One risk your buyer is ALWAYS worried about is, “What if I buy this and it doesn’t work as expected?”