Why should I hire you over Jane?
What value do you bring for the higher cost?
Are you too busy to give me the service I need?
Am I too big/too small of a customer for you?
Does your solution really meet my needs or are you just selling me?
Why should I believe you now when you haven’t had to prove it yet?
How are you going to act when something goes wrong?
Every new customer is thinking these questions but doesn’t usually ask them up front. But you can be sure that they are guessing at the answers based on their interactions with you. Why not answer them more directly instead of leaving it up to impressions?