Buyers Remorse: What It Is And What To
Do About It
By Tom Egelhoff
 Buyers Remorse. Bitter regret or guilt
over a purchase. We've all had it at one time or another. We
bought something and then comes that nagging feeling. Did I do
the right thing? Should I have gotten the larger one? Smaller
one? For most of us, it's the most natural feeling in the world.
You leave a restaurant wishing you had ordered the fish. You
talk to someone at work who got a better deal than you on the
same product. Price has no bearing on how we feel after the purchase.
We can feel just as bad if it's $10.00 or $10,000.00.
One common reason for buyers remorse is having been "burned"
at some other business. Listen to questions your customers ask
and look for red flags. See Customer
Service:(Customer phrases to watch for)
We all need conformation
My wife and I both experienced buyers remorse in our move
to Montana. Are we doing the right thing? Is Montana the right
place? But, as we told more and more of our friends about the
upcoming move, they were all so envious. "Wow, Montana,
you are so lucky." Once we had some conformation from others,
the buyers remorse disappeared. I know there's no way you can
control what your customers are going to hear about their purchase
from others, but you can control what they hear from you.
Cement The Sale
The most powerful tool for preventing buyers remorse is your
personal, sincere conformation, at the right time, that your
customer has done the right thing. Here are a couple of points
to remember to make that task easier and more effective.
Do not begin the conformation part of the sale until after
the money or check has changed hands. If you confirm too quickly,
the customer will see it as closing pressure and it really has
no power. It's lip service.
Always use the customers name. Get their name off their check
or credit card if you haven't already gotten it. A person's name
is personal, "Sir" or "Miss" is not.
Personalize your comments by using "I" and "you".
It's not the store that's thanking the customer, it's you the
person.
Confirm with benefits. Don't just confirm the purchase but
reinforce the decision with the benefits of the product that
make it a good decision.
Another positive reinforcement is calling the customer on
the evening of the sale or the following day. This makes even
more sense if the customer is being asked to wait for a special
order. Special order merchandise gives more time for buyers remorse
to set in. Your call can often eliminate buyers remorse before
it gets a foothold in the customers mind.
Remember, as I've said so many times, customers make decisions
based on emotion, not on logic. Buyers remorse is an emotional
response to a purchase. Use positive reinforcement to keep the
deal closed. (See: Understanding Why
Customers Buy)
When the sale is finally make the customers are in a very
suggestive state of mind. They will probably do what ever you
ask them to. It is a good idea not
to say, "You shouldn't have any problems with your new widget,
but if you do please call me." If you say this, expect a
problem and a call. You have planted the seed to look for problems.
Service or how problems are addressed should be covered long
before the sale is finalized. Instead something like, "I
know you must be anxious to get home and start using your new
widget right away" would be better.
Ask for a favor. "The next time you're visiting downtown
would you stop by and let me know how your husband is enjoying
his new widget?" "I'd love to hear." When you
do this, you do two things. One, you again reinforce that the
customer made the right choice and you are looking forward to
seeing them again. Two, if there is a problem you have opened
the door that you want to hear from them again, even though you
didn't plant the problem seed.
Buyers remorse can be overcome with just a little common sense
and good customer service.
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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