In episode 176 of Semantic Mastery's weekly Hump Day Hangouts, one participant asked how to convince someone who is too cautious after being burned by incompetent SEOs in the past.
The exact question was:
2) What's the best way to get through to a lead that's interested, but too cautious after being burned in the past by incompetent SEOs? This one guy is close to a sale, but there's still that factor holding him back. I want to show him I'm clean, and I've provided references as well. I don't want to start pleading, so what should I do?