In case you are wondering why on earth fear could be desirable, then watch this great video from rich in which he illustrates the hows and whys of using your customer's fears to more effectively help them to see how you can remove these (and close a sale, of course!)
Understanding fear is important - and it can lead to great improvements in your business - so make sure you invest time into understanding your client's fears and how they feel about these.
Yours in success
Stu & Rich
PS - Don't you just LOVE how enthusiastically Rich tackles this topic!!