In this economy, customers are so risk averse that selling is becoming more and more painful.

They are buying prices like crazy, procrastinating on making decisions, paying later and dodging deals and renegotiating terms, without shame.

For example, Larry sells tools. One of his lumber mill customers paid for his order by check, but deliberately subtracted the shipping fee, about $180, claiming Larry never mentioned it.

“That’s ridiculous!” she exclaimed after hearing how they altered the deal after the fact. “It’s written in all our brochures that they pay shipping,” he added, pacing the sales floor in disgust.

Your commission was reduced by the same amount, $180, as if you had included it in the deal.

It can be difficult to distinguish between outright fraud, where customers lie, and providers relentlessly working to get better deals. During previous recessions and tight money times, I have used and advocated the use of satisfaction guarantees to drive sales.

“If you’re not happy, you don’t pay!” it is the most comprehensive guarantee you can offer. But if you do, are you taking too much risk?

I think you are, because happiness is subjective. Buyers may wake up one day and decide that they are not completely satisfied and return your product, or worse, enjoy the benefits of your service without having to pay the bill.

In good economies, this is less of a threat to your peace of mind and profits, because marginally satisfied customers may still choose to pay, because they have the money and want to avoid a potential confrontation, even if only asked, “Why?”

But in tough times, they don’t have a lot of discretionary dollars, and multiple needs press for the same scarce money at any given time. If they can try but not buy, this seems to be ideal, from the point of view of reducing their risks.

If you’re selling a Mrs. Fields cookie in a mall, you can crumble some of their products and offer free tastings. However, if you operate a warehouse, for that matter, a sampler is a handy unit to dispense in hopes of generating enough business to cover costs.

But what if you’re in the advertising or public relations field and you’re asked to pitch a campaign to a prospect? Should you develop a theme and overall project conceptualization to spec, trusting that listeners won’t steal your ideas?

If you’re a call center, should you study the prospect’s needs, write a presentation, train staff, and make test calls, all for free, in the hope that your success, if any, translates into a relationship? profitable?

In a word, no.

Hobbyists, interns, and the desperate work for nothing, hoping that nothing will turn into something. That’s like starting with zero, in arithmetic, and multiplying it by 100. The result is still zero.

Let me offer you this mantra, which you must repeat over and over again:

Customers need to pay something!

For example, a school board candidate came to me for two speeches: a campaign talk she could use, repeatedly; and for an acceptance speech. She feel me the eraser of her.

I mentioned my fee, which he said was beyond his budget, since he doesn’t accept campaign contributions. I gave him an alternative. I said that I would edit his talk and make some recommendations for rewriting it.

Well, I ended up rewriting it, because it was easier and more productive for both of us. But I still got paid for my ministries.

His risks were moderate and I took the risk of doing too much, relative to compensation.

Still, we created a win + win.

There is no future in giving away the store. In this economy, especially, we have to be more diligent in avoiding customers who entice us to do so.