What is 'Premature Buyer's Remorse'?
Posted: Wed Dec 04, 2024 6:26 am
Thinking about the circumstances that lead to this phenomenon, it seems to happen when a decision is made in haste.
What is 'Premature Buyer's Remorse'?
By Joan Carles Sanjurjo
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Premature Buyer's Remorse is that feeling of regret that manifests itself just before making a purchase decision when, apparently, the decision had already been made.
If you're an experienced salesperson , you can easily recognize this situation: you have all the buying indicators, you've rebutted all the objections, they've indicated that they're in favor of your solution, but everything has stopped just before you get the "yes."
Thinking about the circumstances that lead to this phenomenon, it seems to happen when a decision is made hastily, sometimes irrationally, without having considered all the feedback elements, or simply on impulse.
The higher the price, the higher the risk, the greater the likelihood denmark business email list of ‘Premature Buyer’s Remorse’. But… what are the circumstances that can lead to a case of ‘Premature Buyer’s Remorse’?
When you have to choose between two or more similar alternatives .
When the buyer does not fully understand, or feels that he or she does not fully understand, what he or she is buying or why he or she needs to buy it.
When there are too many options .
When you start to distrust the positive emotions associated with the potential purchase, for example: "too good to be true."
When someone new enters the purchasing process while the evaluation process is already well underway.
Countering a case of “Premature Buyer’s Remorse” is not obvious, and will depend on the circumstance that triggered it. For example, in a scenario with too many options, you can use a differentiator that is important, or even better, a very specific trigger for the buyer. In a case where a new evaluator is introduced into the process, it is important to pause progress until you get the new evaluator to align with your solution, with the same determination that the other evaluators show.
If you have any thoughts or experiences on this topic, please feel free to post a comment or contact us for more information.
What is 'Premature Buyer's Remorse'?
By Joan Carles Sanjurjo
LinkedInFacebookTwitterWhatsAppShare
Premature Buyer's Remorse is that feeling of regret that manifests itself just before making a purchase decision when, apparently, the decision had already been made.
If you're an experienced salesperson , you can easily recognize this situation: you have all the buying indicators, you've rebutted all the objections, they've indicated that they're in favor of your solution, but everything has stopped just before you get the "yes."
Thinking about the circumstances that lead to this phenomenon, it seems to happen when a decision is made hastily, sometimes irrationally, without having considered all the feedback elements, or simply on impulse.
The higher the price, the higher the risk, the greater the likelihood denmark business email list of ‘Premature Buyer’s Remorse’. But… what are the circumstances that can lead to a case of ‘Premature Buyer’s Remorse’?
When you have to choose between two or more similar alternatives .
When the buyer does not fully understand, or feels that he or she does not fully understand, what he or she is buying or why he or she needs to buy it.
When there are too many options .
When you start to distrust the positive emotions associated with the potential purchase, for example: "too good to be true."
When someone new enters the purchasing process while the evaluation process is already well underway.
Countering a case of “Premature Buyer’s Remorse” is not obvious, and will depend on the circumstance that triggered it. For example, in a scenario with too many options, you can use a differentiator that is important, or even better, a very specific trigger for the buyer. In a case where a new evaluator is introduced into the process, it is important to pause progress until you get the new evaluator to align with your solution, with the same determination that the other evaluators show.
If you have any thoughts or experiences on this topic, please feel free to post a comment or contact us for more information.