Liquidity risk is the risk that banks are unable to finance their operations without experiencing significant business disruption or reputational damage that may threaten the bank's viability as a going concern. What this means is if a bank suffers a reduction in its funding, it runs the risk that it will not have sufficient liquid assets to meet its cash outflows. Alternatively, it may be unable to raise additional funding to cover those same cash outflows, which might have been achieved through selling some of its more illiquid assets at a reasonable price. This inability to meet cash outflows and the delays in making cash payments often leads to reputational damage to the bank.