TRUST
Risk Reversal
People fear losing more than they enjoy winning the same amount.
People fear losing more than they enjoy winning. So the risk side of any decision weighs more heavily than the upside. If it feels like they are carrying all the risk and you carry none, even excited, interested people will hesitate, stall, or choose a "safer" option. When you visibly take on a fair share of the risk yourself, saying yes becomes much easier. Not because the offer changed, but because the fear did.