2 - I suspect you'll have fairly long sales cycles right? It takes time for people to build their materials, gather resources, polish their words. I wonder if you can make them start with an initial step that builds ownership, e.g. upload a logo or something along that line that get's users along the way.
3 - It maybe apparent to users that you are new. Being new comes with advantages but people may feel the risk of you disappearing and or going bust. Is there a way you can communicate trust / long term support? Sometimes people do this with testimonials or perhaps some kind of of guarantee, maybe a lower priority one for consideration.