How do you handle a customer with buyer's remorse?
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Answer Posted / mangesh
The best way to handle buyer's remorse is to nip it in the
bud i.e., assuage customers almost immediately after the
sale, so that they don't even have the chance of bringing up
any post-sale doubts. Soon after you've made a sale,
communicate with customers if you think they might have
second thoughts. Begin the conversation not with any
questions or personal comments, but by telling them how good
you feel about their purchase of the product. Reassure them
that the product was, indeed, just what they wanted. Tell
them again how it fills the need they have, how it's just
right in every way. Pick out some feature that they
especially liked, such as the color they chose, and remind
them about how that's what they had really wanted in the
first place.
This isn't lying. It's simply reassuring them that the
choice they made was correct for their particular situation.
You probably spent a considerable amount of time working
with them on their selection, determining exactly what their
needs were and how your product could fill that need. Go
overall the decisions that you made together, and make sure
that they feel they made the right choice.
The key word in the last point was "feel." Buyer's remorse
is an emotion, not a logical process of thought. It occurs
most often after the purchase of high-ticket items, which
naturally generates more stress. Because buyer's remorse is
an emotion, all your comments have to be directed toward
making them feel good about their decision. Point out the
benefits of the product, not just the features, and remind
customers again how these benefits are just what they
wanted. Overall, you need to reassure them that they did not
make a mistake, and that they received good value for their
money.
Buyer's remorse can also be handled in a retail situation.
The salesperson should always take time to compliment
customers on their selection, even as purchases are being
rung up and wrapped. Without babbling on too much, reiterate
how the items will solve their specific needs, and how it's
just the right design or size addressing any specific
comments they made during the sales process.
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