Regardless of the prospective customers' confident demeanor, on the inside they are experiencing fear, uncertainty, and doubt while making their selection. The stress this creates serves as the key factor in determining whether or not a purchase will be made. Therefore, all salespeople need to understand this lowest common denominator of human decision making. They need to understand the nature of stress. From a psychological perspective, stress shortens attention spans, escalates mental exhaustion, and encourages poor decision making. From an organizational perspective, when anxious evaluators experience too much stress it typically results in analysis-paralysis. They are too overwhelmed with information and contradictory evidence to make a decision. It's the salesperson's responsibility to anticipate and diffuse the main sources of customer stress during the selection process: budgetary stress, corporate citizenship stress, organizational stress, vendor selection stress, informational stress, and evaluation committee stress. Get the full story at Harvard Business Review