Ray Collis

Just How Risky Is The Purchase? A Checklist

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Some buying decisions are more risky for the buyer than others and obviously that is of concern to the seller because risk can be a major banana-skin.

Under Reflectors

The perceived level of risk associated with the purchase decision is greatest where:

1 The buying decision is new (as opposed to for example a repeat purchase)
2 The buying decision has major consequences, is high profile, or big budget
3 The vendor is not well known, or another vendor owns the account
4 The product, process, or technology involved is new
5 The buying decision is politically sensitive, or the buying group is large

The implications for  both buyer and seller are clear – where one or more of the above are present proceed with extra care.

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