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Buyer's strategies for reducing perceived risk

What are the various strategies buyers adopt for reducing the amount of perceived risk in the buying situation? - by Community Mailbox
Hi,

Rather than trying to find out this in advance, I'd prefer to find out the individual buyer's strategies through the process of post-close 'attitude handling'. Find out the specific perceived risks and address them. For example, explain how the risk of not buying is higher, or work out and show how the benefits far outweigh the risks.

All the best,

Ganesan. :~) - by ezynes
What are the various strategies buyers adopt for reducing the amount of perceived risk in the buying situation?
The following quote by Webster Jr./Wind (Organizational Buying Behavior) may offer some insight into the topic:
"Given that perceived risk is a product of uncertainty and its consequences, it follows that perceived risk can be reduced either by reducing the uncertainty or by reducing the importance of the consequences. It further follows that the importance of consequences can be reduced either by lowering the goals or by reducing the amount of investment (financial and/or psychosocial) in the buying decision."
- by Jeff Blackwell
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