“Set the right information with your perspective buyer, about what it does and what it doesn’t do and where it’s winning clearly, and where it doesn’t necessarily win, people will appreciate that.” – Jason Cutter in today’s Tip 768
How do you preventing buyer’s remorse?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jason Cutter. Jason is the CEO and Founder of Cutter Consulting Group and he’s also the author of the book: Selling with Authentic Persuasion – Transforming from Order Taker to Quota Breaker. Here he is:
Jason Cutter: Congratulations you close the deal. Sale is done. Contract is signed. Money’s been paid. Everything is done. And then the endorphins wear off. Then your new clients, not even your prospective client, then your new client start to worry. They fear that they made a mistake. They go through all these scenarios in their head, keeping in mind that every single person that buys something consumer business doesn’t matter. They always have somebody to have to explain or justify their purchase to. They always tell somebody, even if it’s somebody in passing, right. If you buy a car, you could be excited as you want to be about that car. And eventually you will talk to somebody who thinks they know everything. And they’ll say, what did you pay for that car? And you’ll tell them, and they’ll say you got ripped off. You paid too much. You shouldn’t assign it for that warranty. And now you’re embarrassed. Now you don’t want to tell anybody about what you bought the car for, because you’re worried about getting that same reaction. And that’s what happens. Even when you’re selling B2B. You’re dealing with somebody there’s still a human. Yes, it’s a business transaction. Yes, it’s a company, but they’re still human. And when those endorphins wear off, that fear kicks in their primal side. That doesn’t like change that wanted to stay in their comfort zone. All of that stuff starts going in their head and they start worrying and wondering, and feeling if they even made the right decision or not. And that’s where the buyer’s remorse comes in. And that’s where cancellations, refunds people calling afterward and wanting to back out of contracts. All that stuff kicks in.
So here is my biggest tip. The main one, there’s two. The first one is that you always want to let people know that that buyer’s remorse is coming. There’s a disclosure type statement that I use every single time at the end of a transaction. And I tell people, Hey John, so here’s the thing I know I’ve been doing this for a long time. And one thing I know that happens is that once this is over at some point, usually, maybe the next day, maybe within a few days, sometimes two o’clock in the morning, you might have this sensation where you’re wondering doubting questioning, whether you made the right decision and here’s the deal. That’s normal kicks in for everybody. It happens to everybody. And here’s what I want you to remember when that does kick in, John is remember why we did this. Remember how my platform is helping you with your marketing and how this is going to help you achieve your goals and so on, whatever it is for them. And just remember that. So when that reaction kicks in, just remember why we did this, the value, the benefit, and then also know I’m here long-term.
So if you have those questions, those issues, I know you have your account manager, your deal with any time you want to talk, give me a call, send me an email, ask questions. I’m here to support you. You and I both know this is the right thing for you. You and I both know that this is the best platform for you to use and will help you be successful. And so call me if you want a reminder of that, we can run through it again, and I’m here for you.
So that’s the kind of language I use at the end of my conversation, right before letting them go once it is assigned deal because I want them to know. And then what happens is when that fear does kick in, when that buyer’s remorse does kick in, hopefully, they’ll go, “Hey, this is what Jason was talking about. This is exactly what he said would happen. It happened. Okay, I’m going to call him or Nope. He said this and that’s right. I did want this. This does make sense. Okay. Now I feel better.” When you tell them something’s going to happen. And then it happens they will feel better. It’s when you don’t warn them about it. And it kicks in, they feel like something is wrong. And then you’re at a disadvantage and you’re going to have to try to scramble and save it.
So the other thing is the second part is that you always want to remember that nothing is perfect, no matter what you do, if you’re a founder or a salesperson, your product, your service is not perfect. There’s a trade-off, there’s a flaw. There’s something to it that doesn’t do it, right. It might help over here, but it doesn’t help over here.
There’s always a trade-off. It might help over here and do everything amazing. And it’s going to be expensive, right? So there’s always something. And so remember that always focus on that when you’re talking about your product and service, especially at the end, always make sure to point out the things that doesn’t do. Point those things out so that when their buyer’s remorse kicks in or when their client success account management processes moving forward, there are no surprises. They’re going to say, “Wait a second. I thought this thing did everything for me. They’re going to go, okay, that’s right, I’m getting this, but I’m not getting that.”
So make sure you set the right expectations. Set the right information with your perspective buyer, about what it does and what it doesn’t do and where it’s winning clearly, and where it doesn’t necessarily win, people will appreciate that. Most people in sales are afraid to point out the flaws or what is missing because they think that’ll kill the deal. Buyers actually appreciate that. And hopefully, this helps you overcome that buyers remorse stage.
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!