Scammers take advantage of the fact that Bitcoin transaction are irreversible or they try to trick you into releasing Bitcoin without sending payment. That's why it is important to never release Bitcoin from the escrow until you receive the payment. Even if he is a regular buyer or someone you know, it can be risky as once the Bitcoin has been released from the escrow, there is no way for you to get them back.
With reversible payments, scammers will attempt to pay using stolen credentials or purchase proof. You can require the buyer to have their ID verified on their CoinCola account, and then check that the user’s real name matches that of the payment information to avoid these scams.
In case you encounter a suspicious user you can always open a dispute for the trade and CoinCola support will help you to ensure a safe trade.