Nowadays how much does fear of change weigh on a buying decision?

And how do the best salespeople (the so-called 'High Performers) overcome the prospect or customer indecision?

How do they manage this fear so that the customer or prospect can to overcome the indecision experienced?

I talked about this with Matt Dixon, Founding Partner in DCM Insights and author of 'The Jolt Effect', 'The Challenger Sale', 'The Challenger Customer' and 'The Effortless Experience'.