Forget selling—start by easing that knot in your prospect’s stomach

A leading tax software company was battling fear as its biggest foe. Prospects balked at switching, fearing hidden fees and endless forms. The team tested a “Trial Pack” project—prospects sent just one simple form and received a preliminary report in 48 hours, free of charge.

Suddenly, the phone started ringing. Each prospect who tried the Trial Pack felt less nervous—and after seeing a clear cost estimate and a clean, jargon-free mockup, nearly 70% signed up for the full service. The initial 48-hour mini-project removed the biggest barrier: uncertainty.

This approach echoes the “Foot in the Door” effect from behavioral science: once people agree to a small request, they’re far more likely to agree to a larger one. It isn’t magic; it’s methodical risk-reduction.

Months later, the company reported a 25% increase in conversion and a 15% decrease in refund requests. More people felt confident, because the path was clearly marked.

You don’t need a million-dollar guarantee. You need a clear, small step that lowers the bar. Easing that first fear builds momentum—and sales follow.

Invoke your inner “peacekeeper.” First, offer a small, no-strings trial so prospects see your work. Then, deliver a transparent cost sheet before any commitment. Next, back it up with third-party survey quotes, and cap it all with a rock-solid satisfaction guarantee. You’ll watch sign-ups rise. Try it with your next inquiry.