It is essential for businesses to build long-term relationships with their clients and this only becomes possible when they value the satisfaction of their customers. While it’s great to get a quick sale, if a customer made a purchase just because they felt pressured to do so, they may not consider dealing with you again in the future.
With that in mind, your goal should be to develop sustained relationships with your clients and prevent buyer’s remorse.
What is Buyer’s Remorse?
To understand buyer’s remorse, put yourself in the customer’s shoes.
Have you ever asked yourself, “Should I have bought this?” after a spur of the moment shopping spree? That sinking feeling of regret is called buyer’s remorse and it creates a negative impact on how customers relate to a brand.
People may claim to know better alternatives or question your purchase, making you feel like you made the wrong decision, and if the business does not provide proper support to answer your questions it might cause even more disappointment making them lose money in refunds and processing.
How to Prevent Buyer’s Remorse
Having the ability to keep buyers coming back for more is a good way for your business to succeed and thrive. Gaining loyal customers is usually how a brand gets recognition, and aside from having quality products and excellent service, you should try being proactive in preventing buyer’s remorse from happening.
Here are some ways to eliminate buyer’s remorse:
- Recognise the Triggers
The first step to getting rid of buyer’s remorse is understanding what makes your customers develop doubt in their purchase. Each customer might have their own reasons but the usual causes are: they don’t have enough information or they were given misleading information.
Address these issues by making sure that your salespersons provide accurate and complete information. This alone can dramatically reduce the risk of turning potential repeat customers away from your business.
If you aren’t sure of this, then ask your customers – a quick survey with an incentive to complete it will help here.
- Be Quick to Respond
Customers need information to make decisions. This is where your customer service team comes in. With all the digital touchpoints available now, like social media, emails, etc., you might want to consider appointing a point person to answer the enquiries of your clients quickly and accurately.
Taking this into priority can make a massive difference in your sales and branding image.
- Educate Customers
As a business that relies on sales, you wouldn’t want to dissuade customers from making purchases, however, if you want to build a trustworthy brand, you need to provide them with truthful information that would help them make a decision, even if it means that you will not make that sale.
Be upfront and honest with your customers because satisfied clients are 10x better than making a quick sale to someone who will leave a negative review about your product later.
Today’s technology makes it easy to educate potential customers. Make sure the blog posts on your website, as well as your social media posts, provide lots of value. They shouldn’t just be entertaining; they should be informative as well. Providing insightful information will give you an “expert” status in your niche and you’ll be seen as a thought leader in your industry, upping your brand’s trust factor.
- Remain Accessible After the Sale
It’s not uncommon for customers to still have questions even after you have explained every bit of detail to them or showed them how your product works. Doing things on their own can sometimes be confusing, especially if they’re doing something for the first time.
Whether you have a physical store or sell online, you can stay accessible to customers by having a live chat function on your website. Having this available gives your customers confidence that if they encounter any problem with their purchase they can get quick solutions and the support that they need from you.
- Under Promise and Over Deliver
Overpromising is one of the most common reasons why customers end up regretting their purchase decisions. Overhyped products can do great for sales, but only in the beginning. Once the hype settles and the customers realise that they weren’t going to get what they were promised, they tend to rant about their bad experience, making other people stay away from your product as well.
On the other hand, if you become honest about what your product does, and the customers get more than what they expect, you can count on their recommendations (especially if you give them an incentive to do so). This will attract not just repeat customers but a bigger client base as well.
In summary, prioritise customer satisfaction above anything else. You’ll feel better that you don’t have to dupe people for a living and both your customers and your brand will thank you.