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.

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I just came back from a business trip, where I met up with a client in Beverly Hills and a friend, Kirt Christensen. My client is one of the largest (if not the largest) real estate developers in Beverly Hills, Bel-Air and Hollywood.

I stayed at the Beverly Hills Wilshire Hotel, at the corner of Wilshire Boulevard and Rodeo Drive. It was breathtaking!

(That’s the hotel where they filmed “Pretty Woman” with Julia Roberts and Richard Gere, by the way.)

While I was there, I took a few snaps.

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