Never Discount Buyer Safety Motives

Most buyers, sometimes even the CEO, only want one thing before they buy from you:

They want to make sure their decision will not result with someone else sitting in "their chair" at the office when they show up in the morning. In office or virtual.

Risk, including losing a job, is the biggest issue when it comes to buyers giving the go ahead to purchase your product. Not features. Not benefits. Their livelihood. Their career.

Sellers, particularly founder-led sellers, ignore this at your own risk.

Companies will often buy a less capable product for a more secure outcome. After 50 years in business I have seen this hundreds of times.

Whatever guarantees, warranties, testimonials, references, etc. you have, make sure they are part of your value proposition.

This is trust at its most basic and important level.