Thursday, July 09, 2009

Buyers Remorse

Today's sales tip is from Craig Garber:

Most of the people who buy from you will go away and never
return again, and then a smaller percentage will love you
and what you've sold them and return many many times over.

There is an even smaller percentage of your buyers, however,
who will experience some kind of regret or what's commonly
called "buyer's remorse," after making their purchase. And
some of these people will give you a hard time and make
their problems your problems.

Buyers remorse is typically the result of three different

One, people spent more money than they should have -- and...
they don't see the benefits of what they're getting.
Meaning, they bought on impulse and didn't think things

The best way to make sure this doesn't happen is to always
give the end result benefits of what you're selling
(meaning, sell the comfort and pride the living room set
gives you, not just "a couch and two chairs"). Make sure
you give people test-drives of your product, to the extent
this is possible -- this helps a lot.

Two, spending money they can't afford to spend.

This isn't a big deal on a "want" purchase like a television
or a bottle of booze. But on a "desperation" purchase, but
it is where someone is desperate for relief or for
something else, and they think your product or service is
the magic bullet they've been looking for... that's going
to make everything they've screwed up over the last ten
years, better overnight.

Although you may be able to mitigate the problems these
folks might give you (I'll tell you how in a minute), for
the most part, don't worry about them. They are immature
and aren't likely to be successful or happy, anytime soon,
until they're ready to take full responsibility for

These are the pains in the ass who make their problems your
problems, and everyone else's problems they come into
contact with throughout their pretty unhappy lives.

Trying to "control" them is like trying to control your
ex-wife when she's amped up on meth. Ain't gonna happen
any time soon, trust me.

Then there are those other buyers who are in Customer Limbo,
for lack of a better description. They most likely bought
your product because they had some kind of a good "feeling"
about it, or about you, but... they probably didn't do
enough research to justify their own purchase, logically.

Meaning, you whet their appetite by pushing their correct
emotional buy-buttons, but they didn't spend the time
digesting everything you had to offer or everything you had
to say before making their decision.

These are the folks you can do something with, when it comes
to eliminating buyers remorse.

And that best thing you can do is offer them some kind of
post-purchase reassurance. You use the same tone of voice,
or the same gifts of kindness you used to persuade them to
buy in the first place, and you give them thanks and
reassurance, all at the same time.

Now go sell something, Craig Garber

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