How Do I Know This ‘Residual Risk’ Stuff Is Real?

“After all, I’ve never heard of it before. How do I know it’s real?”
What a great question; one worthy of investigation.

So, let’s…investigate.

And you’re right, you shouldn’t just believe what I say is true because I say it. You should test your own experiences against what I say. Then you can make your own decision.

One my favorite quotations is by The Buddha:

“Do not believe in anything simply because you have heard it. Do not believe in anything simply because it is spoken and rumored by many. Do not believe in anything simply because it is found written in your religious books.”

“Do not believe in anything merely on the authority of your teachers and elders. Do not believe in traditions because they have been handed down for many generations. But after observation and analysis, when you find that anything agrees with reason and is conducive to the good and benefit of one and all, then accept it and live up to it.”

What I propose is true:

Too often customers buy one product but not the next
Risk must be reduced or reversed for a sale to occur
Residual Risk has nothing to do with trust or credibility
Unless Residual Risk is resolved in some way, a second sale is impossible

If I’m wrong, the opposite would be true:

Your customers come back again and again and buy your next product or service
Sales occur without opposition raised or questions asked
Trust and credibility are the only things you need to prove to a returning customer
Second, and all sequential sales, are easy and frequent

My question:

Does Residual Risk play a part in your business?

Tags: Risk