Symantec had several PC tool products in the market, the new CEO John W. Thompson cut down all to focus solely on Internet security, it acquired tech wherever needed and even sold profitable but distracting products like Visual Cafe to have a better strategic focus. Given these risks, It’s important to sell confidence, some popular ways of doing that is to have third-party product testing, getting (current) customers’ testimonials, gaining endorsement from opinion leaders, serving “tough” customers, giving financial product guarantees like money back or free trial, being standard-agnostic, having experts in technology in the company and most importantly, being a leader in the space.