Hi ,

A few years ago, I was about to hire a web dev for a new project.

He came recommended.

Good portfolio.

Fair price.

But something felt… off.

His emails were vague.

Calls kept rescheduling.

His contract was fine, but the whole thing felt a little slippery.

I didn’t say, “This feels risky.”

I just never sent the deposit.

Here’s the point:

Risk isn’t always logical. It’s emotional.

People don’t bail because your terms are bad.

They bail because something feels off.

And most of the time, they can’t explain it—they just vanish.

If you want to close more deals and keep more clients, your job is to reduce emotional risk.

Some ways to do it:

• Overcommunicate early – silence = suspicion
• Set clear expectations – uncertainty = anxiety
• Be insanely consistent – variability = mistrust
• Offer a safety net – even a soft “walkaway” clause builds confidence

People need to feel safe before they can say yes.

And they need to keep feeling safe to stay.

So don’t just de-risk the offer.

De-risk you.

Next email, we’re diving into Cost again—specifically, how to talk about what’s behind your pricing without killing your positioning.

(If you missed the last one about building trust like a moat, it’s HERE)

Relentlessly dedicated to your profitability,

Dr. Kayvon K

Simplifier & Profit Finder

Let's connect: LinkedIn

Meeting: TalkToKayvon.com

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