When pursuing opportunities, many selling organisations actively avoid discussing risk with their clients because they believe this is a negative conversation.
But customers know every offer entails risk; the best practice is to explicitly discuss how the risk in your offer will be managed.
Offer an evaluation of and mitigations for proposal risk: that is, any risks inherent in your proposed solution.
Provide proof of experience and past performance to reassure the customer that selecting you will not expose them to performance risk.
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