Proof has to match the stakes
A quote and a logo are not proof. Proof is a specific claim, from someone like the buyer, at a level of risk they can live with.
The question before the pitch
People can understand an offer and still not choose it, because they cannot see themselves in it.
Understanding Decision Friction in Business
Decision friction is the drag between interest and a yes. It is not a lack of information. It is the mix of meaning, risk, and effort that makes a person hesitate.