Reducing Buyer Remorse both Before and After the Sale


Buyer’s remorse is something businesses would rather not occur, yet happens more frequently than desired. It is usually an emotionally reaction by a customer after the sale which may include thoughts of regret, anxiety, or stress. This is one area a business should definitely address during the sales process to minimize the impact and improve the customer’s self-confidence that the decision they made was correct. It can happen after the purchase anything whether it be a vehicle, home, or even outfits though is more common to occur after the purchase of a relatively expensive item. The customer may feel their money was not well spent and the item should not have been purchased, however in many instances it is just an uncomfortable response to change.

However, buyer’s remorse is a healthy feeling as it keeps one’s investments under control. The important thing to preventing it is allowing the product to be sampled (i.e. demonstration version) before the purchase and provide access to both testimonials as well as reviews, both good and bad, from past purchases of the product or service. Providing the customer with alternatives and allowing them to take the time to consider all options and how the product or service applies to them reduces the chance of the client becoming excited over a purchase only to never use it afterwards.

Actions performed post-sale is another opportunity to address buyer’s remorse. Offering the customer a complimentary visit or at minimum making contact to thank them for purchase and providing immediately follow-up support is beneficial to everyone involved. If the item purchased is likely to be used in a public location even a surprise visit to their establishment soon afterwards to interact with the purchased item provides not only confidence for the customer, but also provides the seller a chance to obtain product improvement ideas that may not have been originally considered during creation. The good news about buyer’s remorse is it is typically short-term.

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