I'm more likely to accept a click-wrap than a physical document I have to sign, because I believe click-wraps are of dubious enforceability. That's why the perceived cost is different for me.
Their enforceability depends on how they are presented to the end user. On the extreme, if you are forced to scroll it, click a check box, click continue (with a cancel/no option as well), then it is almost certainly enforceable to the extent it would be if it were on physical paper (at least in the US).
Let's say you want to sell something to a business. You use your connections to get a meeting with someone who works in the company, but who isn't necessarily the person who would make the final decision. Here is the general list of questions you might want to ask after giving your pitch:
Do you like the concept? why or why not?
What are the obstacles that would prevent implementation?
What metrics would you use to judge the effectiveness of our product / service?
What does your decision cycle look like?
Who'd be involved in making the decision? In other words, who would we talk to if we came back, or what parts of the organization?
What would they be considering?
Do you foresee any difficulties? Do you have any other suggestions?
If the decision maker likes the concept and the sale is potentially feasible, how would they evaluate it? What metrics would they use? What would they charge end users? What profit targets would they need. How would they make their decision?
Can we talk in the future?
Unfortunately one of my startup advisors for a previous business idea gave me this list and I forgot to write down their name so I can't properly credit them. Really good stuff though.
The other thing I would like to add to this understand the real reasons a client buys from you, it's usually different for different customers; and more importantly ask why when a prospect says no.
But it is interesting that the form something takes can change its perceived cost.