The truth is we cannot, and we should never try to make our lives risk free. This would stifle all progress. Darwin's theories say that the most adaptable are the fittest to survive new circumstances. The most highly adapted may well have bred out some of that adaptability; restricted their gene pool if you will.
Risks should be weighed against each other, not reduced to zero or judged on 'acceptability'. We happily drive faster family cars today than we did in the 1950s because we've developed better brakes!
“We drive faster cars today than in the 1950s because we've
developed better brakes!”
In business, profit comes from taking risks! Eliminating risk in business would have the same progress-limiting effect as in the plant and animal kingdoms. Risk avoidance is the antithesis of successful business.
All purchase involves risk, and services are intrinsically riskier than products, but the upside of this is that customers show greater loyalty to service providers as the risk of change is so great.
You need to analyse the risks your customers perceive when deciding to make a purchase, and mitigate them as appropriate. Most professional service firms do an inadequate job in this area.
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