Don’t Let Your Sales Drown in Doubt
Have you ever made a buying decision only to have that gut instinct called “buyer’s remorse” creep up on you immediately after you’ve left the store?
Or, worse yet, have you ever felt the need to rationalize a purchasing decision to save yourself from this conflict?
This very thing happened to me just a few days ago. However, this time it was the vendor who initiated the remorse. (The result was the loss of a four-figure sale!)
Read on to find out their grave mistake… and the marketing lesson behind it.
Having lived in Arizona for the past 33 years, I have endured many, many hot summers. My personal motto is, in Arizona, “It’s not the heat, it’s the stupidity” (for living in the desert in the first place, that is!).
Nevertheless, all joking aside, I’ve never owned a swimming pool, and I elected to have one built this summer for the first time. With temperatures boiling at 116 degrees last week, I knew I made the right decision.
When I originally chose the pattern last April for my new pool, I selected a tile and grout that, to me, looked absolutely fantastic. It was classy, and didn’t have that “hotel pool” look to it, which I wanted to desperately avoid.
Fast forward to this week, and the very day before the tile company was scheduled to install the tile.
I received a call from the pool company, and I was shocked as to what they asked me:
“Hello, Mr. Bernstein? This is Joe Blow (not his real name, of course) from (company name). We were calling to find out if you were sure of your tile selection for your pool.”
I said, “Am I sure? Absolutely. I spent over an hour picking it out myself.”
The conversation could have ended there and the installation carried on as scheduled.
But it didn’t.
What happened next was perplexing. You see, just when I thought the conversation was over, they then felt a need to explain:
“It’s just that we’ve never had anyone pick out the combination of tile and grout that you did.”
To fill you in, here’s what happened: I chose a marbled cobalt tile with charcoal grout. Usually, the common grout color with this tile is white.
The core reason for my choice was to make sure that the emphasis was on the tile, not the grout. And I wanted to make sure that the cobalt “popped” out or at least blended in, since too much contrast would have caused the white grout to become the center of attention.
(Remember, I didn’t want that “hotel pool” look!)
The bottom line is that the tile company put so much doubt in my mind that, even though I was originally happy with my choice, I told them to postpone the installation until I had a chance to think about it.
Let me repeat those words: “a chance to think about it”.
(I wouldn’t mind that they questioned my color selection if, and only if, they felt I made an error. That would be just good customer service. But I made it abundantly clear that I was happy with my selection.)
Well, the next morning, I went into the pool dealership, looked at the tile again, and confirmed my original choice.
However, in the process I also discovered another tile that I liked even better… one that was manufactured by a different company!
So on the same day of what would have been the pool’s installation, I changed my decision.
And the original company lost a four-figure sale — all because they created doubt in my mind by questioning my buying decision, particularly AFTER I made it.
Now, what has all this got to do with us marketers and copywriters?
Whether through a showroom (like the pool company) or our marketing abilities, we spend a lot of energy and time showing people the benefits and beauty of our products, and assisting them in making a buying decision that makes them comfortable.
So why on earth, then, would we ever want to jeopardize a sale by introducing buyer’s remorse, especially directly to the client?
Believe me, it’s more common than you think.
For example, have you tried buying your own product just to test it? Have you looked at your order page and “thank you” page copy? Heck, do you have a “thank you” page at all?
More importantly, do you praise your customers and educate them on how to use your product after they buy? (This is often called a stick letter, also known as product consumption education.)
The moral is this: when your client purchases something from you, especially when it’s a high-ticket item, praise them on their decision. Support them. Even educate them on how to consume your product.
For example, if you sell software, then show them how to use it. If it’s an automobile, show them how to care for it. Product consumption education not only reduces buyer’s remorse, it also reduces refunds and returns.
And do ask questions to make sure they’ve made the right decision… while they’re making it. It shows that you care, and builds trust and credibility.
But never, ever, ask them if they’ve made the correct decision! (Particularly after the decision is made, let alone on the eve of the delivery!)
After all, your job as a marketer or copywriter is to remove doubt, not create it. Otherwise, you will be the one who suffers from a case of seller’s remorse.
About the Author
Dave Bernstein, known as “DJ Dave” to his friends and clients, has been a professional broadcaster and multimedia expert for over 20 years. Known as the “go-to” guy when it comes to capturing the moment with audio, Dave specializes in audio recording and editing, voiceovers, professional interviewing, and product development. You can reach him at Dave Bernstein, known as “DJ Dave” to his friends and clients, has been a professional broadcaster and multimedia expert for over 20 years. Known as the “go-to” guy when it comes to capturing the moment with audio, Dave specializes in audio recording and editing, voiceovers, professional interviewing, and product development. You can reach him at www.HiFiWebGuy.com.
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Posted by Dave Bernstein on July 12th, 2007. Filed in Articles, Contributions, Selling. Tagged as arizona, buyers remorse, charcoal, cobalt, dave bernstein, decision, doubt, grout, gut, hotel, mistake, pool, sales, swimming, tile. Follow responses through the RSS feed.
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From Hamant Keval
Hi Micheal.
Really enjoyed reading that article and yes its really though provoking when you think that that particular dealership actually lost that sale because of it.
I would hate to think that often happens in internet marketing as much but that article made me pause and think about the next stage and that is how many of us actually re visit our thank you pages - or even actually follow up withsome sort of email to show the customer how to use the product or software. I guess that is the age of the Internet Marketing that we see so often these days in the mutliple streams of income attitude and my recent purchase was a classic example where after my purchase the download link had an error. It took me 5 days to try and contact the seller with no response - eventually I had to put in a complaint at Paypal. which was sorted out , but just proves that even the mainstream marketers dont “man” their support departments or have adequte systems for even basic support.
Thanks for that insite and thought provoking article
Hamant Keval
Author's Website July 12th, 2007
From Joel Murphy
It is often suprising how little effort even some of the biggest marketers put into proofing their own copy. A case in point is one of the recent “Davinci Code” launch imitations, where the emails from the marketer behind it were filled with typos.
While this marketer does have some good ideas, and has made a fortune, this sort of thing really creates seeds of doubt about the quality of the offering.
In this case, the poor quality of the scripts from his previous million dollar product has forever tainted his reputation with me. It didn’t help when in his training videos, he ran into things he had never seen, as he himself used a custom version on his scripts, not the one he sold.
Even after making a huge amount, not taking a small percentage of that and cleaning up the bugs made a statement that won’t be forgotten by me.
By contrast, Michel Fortin will always be remembered by me for the free upgrade to ScribeJuice for owning another program that I had already forgotten I owned. Now that’s real value.
No “doubts” about who I will trust more with future investments.
Author's Website July 12th, 2007
From Michel Fortin
@Joel:
Thanks, Joel. I appreciate the comment.
I cannot speak for the “other” marketer or bought his product to know, but indeed, people do judge books by their covers. I have said this time and time again in the last two decades of my career, that, “if the saying ‘don’t judge a book by its cover’ exists, it’s because, like it or not, we do. It’s human nature.”
Perceived truth is more powerful than truth itself, a mentor once told me.
Now, I’m no saint myself, and I certainly made my share of errors, typos, poor sales processes, poor customer service, poor products, ad nauseum, in the past. Even on this blog at times. So I shouldn’t judge — no pun intended.
But still, it’s amazing to me — and this is related to the point DJ Dave made in his brilliant article above — that many marketers don’t “go through the sales process” to see what their clients see, hear what they hear, experience what they experience, and do what they do.
(This can be more enlightening than you think.)
I try to do that as much as I can, now (I’m still working in it, though). Even when I think my sales machine is well-oiled, well-written, and all in place, I’m always amazed to still discover little things I forgot, missed, or badly wrote that can potentially cause doubt, distrust, or discredit.
As Dan Kennedy once said, “We are NEVER our own customer.”
Anyway, great point. And again, thank you.
Author's Website July 12th, 2007
From Raj
Common point though it’s very important. Dave, direct hit to the marketer. Very often we are so enthu…in selling our product that we ever forget to praise our customers and loose an opportunity serve them after sales. Though, personally I have already started to be in touch with my all existing customers since I have launcehed my site.
Thanks dear…
Let’s Grow together…..
RAJ.
Author's Website July 13th, 2007
From sebastian cielenski
hey. I was really shocked at first when I saw that Mike was not the author of this article, so I scanned it, looked at the picture at the bottom and saw an unfamiliar face (I rarely remember faces, so I am kind of used to the feeling, though
)
After a while I thought to myself “well, if it’s endorsed by Michael Fortin, I’ll read it”, and I did.
ABSOLUTELY LOVE THE ARTICLE! Incredible.
I have a story I would like to share with you… (and don’t worry, it’s on topic!)
My friends grandpa deals in real estates and sales skyscrapers which surely made him a rich man, cause his hobby is collecting cars.
Not really to drive them, I don’t think, just to have them.
One time, he walks in to look at a car at a cerain car dilership.
Just an older man wearing casual clothes and carrying a black briefcase.
He walks in, picks a car and wants to test drive it. The dealer tells him that it’s only available for testdrive if you are really able to purchase it.
Now, remember, the grandpa is totally loaded…
And hi insists on a testdrive…
the dealer says no.
Grandpa gets slightly ticked, and asks if the dealer is payd on commission.
The dealer says he does, so my friend’s grandpa opens his briefcase, and shows him… stacks of money, neatly organized and still smelling like hot dollars: )
Then he says ‘you just lost a sale’ and walks out.
end of story.
The grandpa was not handled well, because he was not wearing a power suit.
I believe that’s even worse custommer service than what Dave was talking about.
what do you think?
Author's Website July 13th, 2007
From sebastian cielenski
p.s. sorry for the grammar. I am Polish and in a hurry
Author's Website July 13th, 2007
From OneYearGoal.com
That’s such great advice. It’s amazing how often a company shoots itself in the foot by questioning the customer’s decisions. Of course you want to provide great customer service, but that includes allowing your customer to have what he or she wants, whether or not that would have been your personal choice.
One Man. One Year. $100,000 online. How’s he doing it?
http://www.oneyeargoal.com
Author's Website July 13th, 2007
From Shane
Hey Michel, great post and very topical, considering the industry I am in. You see I’m in the home reno business (plumber) We do loads of custom work. The one main thing I have encountered is this. “A CONFUSED MIND SAYS NO” . Anyone reading this should tatoo that on their foreheads. Especially the pool tile dudes. My job is to give the cusotmer EXACTLY what THEY WANT. Not what I think would be best, or look better. Crikey I’m never going to use what ever products they decide upon. I can inform the make better quality choices (educating). Ofthen time the customer will see something in what ever price range theyre in, but the quality (from personal experience) isnt there. Such as servicing and repair parts. (never buy Grohe, …..just a tip) Yeah they look great all modern and what ever, but when they need servicing. Parts are hard to get (if the rep is in town that month) and if the parts need to be ordered 6-8 weeks is the pat response you get. Again a confused mind says no SO it is always best to inform without questioning the choice of the customer. ” I see you’ve chosen Grohe, great looking product !!- did you know that servicing it costs more in time and parts than lets lets say a comparable product such as moen, which has a lifetime gaurantee on their cartridges and costs you nothing to replace other than my time?”
Or I see you have chosen a one piece toilet, did you knwo that replacing the handle which frequently breaks down costs 80 dollars?
Just my .02$
Author's Website July 14th, 2007
From Bruce Wedding
Great post!
They teach you in sales, once you make the sale, shut up!
I think you’re additional comments, to support the decision, are excellent.
Author's Website July 14th, 2007
From Paul Hancox
Hi Dave
Sheesh, the company obviously didn’t know too much about sales. I worked in direct sales for a while, and we were taught that, even if the customer wanted chocolate-smears-with-lavender-and-daisies colour… their choice was the best thing in the world… because it was THEIR choice.
And once they’d decided to buy, they were the SMARTEST people in the world.
Mind you, that’s usually true.
Thanks for the great article!
Best,
Paul Hancox
http://www.InternetInfluenceMagic.com
Author's Website July 19th, 2007
From Jerry Strain
Oh you snagged the hook. What happened is exactly what a savvy product supplier delivers every day. You upgraded. Cha-ching… with change order markup typically at 20% that will more than cover the loss from that customer who could not be swayed from the original bid where M/U is around 10-15%. If you purchased from the same supplier he could care less which manufacturer you selected, just as long as you stayed in his store to purchase the tile. I see it every day.
But that is not the point of your post, which I do understand.
Author's Website July 23rd, 2007
From Philip Langley
I was intrigued by the comments about proofreading sales copy for errors. My wife runs an online proofreading business (not me, so don’t yell at me if I have any typos!) and runs into this attitude quite regularly - that the person who wrote the copy isn’t worried about typos.
We both have the opinion that people DO notice these things, and that the ONLY effect that such errors can possibly have is a possible reduction in sales.
It just blows me away that they don’t think quality is important!
Keep up the escellent blog:)
Philip Langley
Author's Website July 23rd, 2007
From Philip Langley
And the second I pressed “submit comment” I spotted my typo! Sorry…
Author's Website July 23rd, 2007
From Blair Singer
Buyer’s remorse comes from not getting your customer to articulate the REAL reason they want what they want….or in this case not hearing it. This is also the way to reverse buyers remorse, by reminding them why they wanted it to begin with. Or at least re-questioning what it was that got them excited. I work with so many people that are so focused on the sale that they don’t hear. In this case I suspect there is a possibility that there was another background issue that was not being put on the table and the salesperson was actually trying to create doubt. No availability, proven defective product, got yelled at by their boss…etc. My rule…..tell the truth. be honest, upfront and authentic in all cases. People want to deal with folks that they can trust. It’s simple. Ask enough questions that will get them to the real reason they want what they want. Give it to them. If they falter repeat the process or remind them of what they wanted. My father, a great salesperson, told me a long time ago…”Never, ever, ever, ever, ever negate the opinion of the prospect or customer.” What is true for them ….is true for them.
Author's Website September 18th, 2007