Joe the mortgage man couldn’t have been nicer or explained everything more clearly. I just got a case of irrational cold feet at the prospect of making an important financial decision. And I’m not the only one this has happened to.

Think about the buying process your customers go through before signing on the dotted line, especially if you sell big-ticket items, or if you’re an online retailer with limited control over the buying process and no opportunity to address customer concerns (or uncomfortable body language) face-to-face.

What emotional roadblocks or fears might be putting the brakes on sales? Consider reviewing the path your customers take, from initial interest to plunking down their money. What might scare them away at any point along that path? Is there any information you can make clearer? Any way to ease their potential fear of making a bad decision? How can you reassure them they won’t regret this purchase or doing business with you?

Consumers are faced with an overwhelming number of choices when buying everything from soup to cars. Make it easier for them to choose your brand by anticipating their fears and alleviating them whenever possible.