A transaction only takes place when there is trust between buyer and seller:

• As seller, you trust that they will pay you
• As buyer, you trust that the seller can deliver.

Use references to create trust, however small your reference might be.

Spending money can feel like a loss, so you need to lower the risk of your customer being disappointed. To lower the risks, you can adopt a ‘risk sharing’ strategy. For example: the customer pays only for the service part, not for the software, for a period of 3 months.