Risk is that unspoken feeling that a customer has, about forming a supply agreement with you and your organisation. It is effectively an unspoken feeling of doubt about, whether your new customer can trust you or not.
If you are able to reduce or eliminate Risk, your customers will buy with confidence.
If you offered your customers a 100% refund, if your product does not perform as promise, they would be more willing to take a chance on you and your organisation.
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