Imagine you are at a car dealership, and you see the car of your dreams. You know you cannot afford to purchase the car without making other sacrifices, such as vacations or going out to eat once a week. But, you leave the lot with your dream car anyway, because in the moment the benefit of having a new car and the status associated with the car is worth more than your yearly vacation or going out to eat. Once you arrive home your spouse questions your decision. Leading to buyer’s remorse.
Much like this imaginary situation, where your decision is partly based on the opinion of your spouse, three out of four Americans say they have buyer’s remorse after seeking the opinions of others. Buyer`s remorse can affect the closing of your deal and decrease the likelihood your prospect will become a yearly renewal.
There are three simple ways to you and your sales team can combat buyer`s remorse and avoid buying back tomorrow the product or service you sold today.
- Gain a firm confirmation- Validate prospect`s commitment to not only the cost of your service, but the change and time necessary to have an effective transition. Set meeting dates and appointments, so the new client feels secure in the deal and knows the step-by-step process.
- Talk about the impact- Discuss the amount of change necessary, and the conversation that will be held with the prospects current provider. Make sure a prospect is able to justify their purchase, when faced with other offers. Ensure the deal makes sense for both parties and all those affected by the new product or service.
- Show how the product provides a solution to a current problem- If the prospect was satisfied with their current provider, the prospect would not be sitting in a meeting with you. Make sure when closing the deal and signing contracts, the product or service is establish as the solution to the prospect`s pain. Ask prospects to reveal doubts of moving forward in the moment rather than allowing their doubts to go unnoted. By asking about doubts, the minor objections that prospect may be hiding can be removed from the equation.
The post sell can move you in the right direction to receiving future business and referrals, leading to more opportunities. By utilizing these three tactics, your sales force can remove buyer`s remorse from the equation and build stronger relationships with your new clients.