Risk-Averse

Likes

Guarantees, trials, clarity

Dislikes

All-in, uncertainty

Recommended sales approaches

• The Compliment Lead with a genuine compliment about their style/choice, then tie to your product.
• The Door-in-the-Face Start with a big ask, then 'compromise' to your real offer.
• The Foundation Foundation for everything else.
• The Handwritten Handwritten note or personal touch.
• The Human Real human, not bot.
• The Late Mover Last chance before price increase.
• The New Standard We're setting the new standard.
• The Next Step Natural next step from where they are.
• The Package Bundle several items for one price.
• The Payment Plan Break price into small payments to reduce sticker shock.
• The Positive Negative Acknowledge a downside, then outweigh with benefits.
• The Premium Position as premium; price as proof.
• The Question Stack Ask a series of yes-leading questions to build momentum.
• The Sandbox Let them play in a sandbox.
• The Soft Sell Low pressure; inform and invite.
• The Stat One shocking or compelling statistic.
• The Trigger Reach out when a trigger event happens (new job, etc.).
• The Trigger-Based Offer when trigger event happens.
• The VIP Treat them as VIP; special treatment.