In this video, Chris Yonker reveals the number one reason that sales prospects don’t buy: perceived risk. Most of us can remember a time we bought something we later wish we had not. Buyers are working two polarities in their mind, balancing pleasure vs. pain. Because risk can be painful, buyers will, in most cases, continually come up with objections to the sale. Your ability to sell comes down to mastering the influence that you have with other people, asking the right questions to get to the truth behind their perceived risk, and becoming the lowest risk provider.