Mitigating buyer's remorse

For many buyers, coming to a purchase decision is hard enough. They often need reassurance, after they’ve contracted to purchase. Many of us sell products or services which people do not buy on a regular basis; they may never have purchased before and whilst we know that we know what we’re doing, because we’ve done it a hundred times before, our customer or client may feel unsettled, worried about the process or their experience of the service, or unsure about the impact of the changes they’re about to make. They may need guidance or reassurance.

Put yourself in your customer’s shoes and imagine you know little or nothing of the product or service you’ve just purchased. It may be worth considering some of these ideas:

• Never assume that your buyer knows what to expect. If there is a time-lag between order and supply/installation, send them a ‘what happens next’ communication
• Assign a project co-ordinator to advise on preparing for the job/installation or answer any questions etc
• If your customer needs to prepare in some way for supply of your goods or services, make sure they know what to do – it may be obvious to you, but it probably won’t be to your customer
• If you provide a personal service (eg, personal training, consultancy etc), issue a ‘what to expect from our time together’ document. This is just as useful in minimising unrealistic expectations as it is in setting realistic ones
• Send a ‘thank you for your order’ letter or card, or make phone call
• If you’re not the person who ultimately provides the goods or services, pay your customer a visit or make a call on the day the job starts, just to make sure that everything is going to their satisfaction.

A few thoughtful touches, that show you’re not taking your new customer’s order for granted, will pay dividends and get your new business relationship off to a much stronger start.

1st Sept 2011