For many years, I actually believed my customers and prospects when they gave me excuse after excuse for not buying from me. With my customers, the excuses came when I tried to convince them to try a new product they were not currently using. But from my prospects, the excuses were for not doing business with me at all.

Why is it, you might ask, that one customer was willing to take a chance on a new product and another is afraid of being a pioneer? After all, it is the pioneer who runs the biggest risk of getting an arrow in the back.

There