One of the most important steps you can take when selling high end products and services is to understand and address your target market’s resistance to investing. While you should test for a strong message to market match, sometimes, even having the best positioning in the world isn’t going to convince people to say yes.

One way you can pre-emptively manage this process is by listing all the areas of your target market’s resistance. What are the reasons they may give for not investing with you?

The reasons may include: