To remove any obstacle that stands in the way of a sale. Most of us has at one time or another been ripped off by some unscrupulous individual or a business of dubious character. Because of this negative experience, we've become fearful of it happening again and so we're very careful about with whom we do business.

Your prospects are no different. They fear being taken in some way. This fear often paralyzes them from making a buying decision. If the fear is too strong, they simply run for cover and avoid the potential pain. Your job as a marketer is to remove all the obstacles that may be stopping people from buying. By eliminating, or at least significantly minimizing all the hurdles, you are in effect eliminating or reducing the effect of a prospect's