Salespeople soon discover a transcendent truth about human behaviour. People are unsure, sometimes fickle. Buyer’s remorse is a risk you face each time you close a sale. But there are strategies to help you minimize that risk.
 
1. Get Objections Out Before the Sale, Not After it

Objections prior to the sale increase the likelihood of satisfaction after the sale. Before you close a sale, make sure that whatever might upset the buyer later is aired and resolved.
 
2. Involve the Buyer Emotionally

Create emotional involvement by uncovering the buyer’s pain and revealing how your product will reduce that pain.
 
3. Get a Commitment, Not Just An Order

contract without a commitment is buyer’s remorse in the making. After the sale, ask questions focusing on commitment and what you can do to increase it.
 
4. Help Buyers Plan For Remorse

Rather than hiding from buyer’s remorse, bring it out in the open.
 
5. Get An Agreement On Actions In Case Buyer’s Remorse Sets In

Make a contract with your customers about what they’ll do if they begin to question their decision.
 
6. Describe What Happens Once the Contract is Signed

Make sure there will be no surprises or rude awakenings.
 
7. Follow-Up

Use e-mail, phone calls, cards, letters, and visits. Remain visible and accessible.
 

Reprinted from The President’s Club Report, © Sandler Systems, Inc. All rights reserved.

Copyright 2011 Sandler Training and Insight Sales Consulting Inc. All rights reserved.

John Glennon is the owner of Insight Sales Consulting Inc, the authorized Sandler Training Licensee for the Interior of British Columbia. He can be reached at jglennon@sandler.com or toll free at 1-866-645-2047