buyer remorse

The customer calls or returns to your place of business complaining bitterly that the product he (she) purchased or service he contracted for was not at all what he wanted. He has a myriad of complaints, and either wants to return it, or void the contract. You were involved in the sale, and have a vivid memory of how excited the customer was at the time. You know it was perfect for him. What happened?

In many cases what has happened is a phenomenon referred to as ‘buyer remorse.’ People who get caught up in the moment and make decisions they later regret (or ones that get vetoed when they get home). They don’t want to look foolish by just saying “I changed my mind,” so they look for tangible reasons for getting you to take it back. They also may be afraid that you won’t accept ‘I changed my mind’ as a good enough reason to for a refund or return.

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How do you deal with buyer remorse? The best strategy is to simply refund the money or tear up the contract. Tell customers that they are valuable, and that you want to look after them. No conditions. No penalties.

There is rarely a long-term payoff to standing your ground and insisting on “a deal is a deal.” When you look at the balance sheet of how much a customer might represent to you in sales over a lifetime, and the positive or negative things they will be saying about you to friends and acquaintances, you’re better off keeping them happy. (If you’ve already completed a service that you can’t take back, of course, the situation is different).

If you care about customer experience, this is ‘required reading.’ Find out why people are raving about The Journey to WOW!

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