Betsy Westhafer and Tony Bodoh continue to discuss ways to reduce risk mitigation in Part 2 of their discussion with business growth strategist Mark S A Smith. In this episode, Mark breaks down the eight ways businesses can reduce perceived risk to ensure they are the safest choice. He shows how customers experience purchase risk and helps salespeople understand how they can make the essential pivot in the way they sell. Being safe is the new science of selling. Follow Mark’s eight ways as well as the five Rs of ROI to create wealth for your customers and, consequently, for yourself.