We often expect that the cost of our service is going to be the big objection that we face. Often, the objection is really about the prospect's fear of making a decision. The prospect could be gripped by the six fears of Buyers and Sellers. 1. Fear of making the wrong decision. 2. Fear of making any decision. 3. Fear of change. 4. Fear of being cheated. 5. Fear of looking bad to others. 6. Fear of acting without sufficient thought or knowledge. While there are a few objection handling techniques that will work to alleviate these fears, the best overall technique is reduction of risk through guarantees or reassurances from you that they are making the right decision.