Have you ever been on a flight but left the airport at your destination without taking all of your luggage off the carousel? No? Of course you haven’t.
Just like you wouldn’t leave the airport without all of your bags, your prospects have a similar hesitation about proceeding on in your business relationship if you haven’t given them all of their ‘bags’ by answering their written or unwritten questions. Some will have a physical checklist of things you need to deliver, for others is subconscious. In most cases that list will include things related to the clients fears or concerns that what your solution offers solves their problem in the way you say it will, what happens if it doesn’t?, how timely will it be?, or what have other’s experiences been?
If you don’t answer all of their questions, they wont proceed to the next step in your business relationship, ie. the sale!