What I learned this week about selling into regulated industries

I spent the past week talking to founders who sell into healthcare and noticed something interesting:

Growth often stalls not because the product is bad, but because buyers feel uncertain about regulations they don’t fully understand.

The moment a potential customer asks a compliance question that the founder can’t answer confidently, the deal slows down — sometimes for weeks. In a few cases I saw, the prospect left entirely because “they weren’t sure it was safe.”

What surprised me most was how often teams avoid selling into healthcare or wellness even when their product is a good fit, simply because they’re afraid they’ll get one of those questions.

My takeaway:
Growth isn’t just about distribution channels or acquisition tactics — sometimes it’s about removing friction that makes customers hesitate.

Has anyone else run into this? How do you remove uncertainty (legal, technical, security, whatever) that slows your pipeline?