You’ve worked hard to offer the best product you can. You’ve spent money to spread the word about it. And you’ve met with a prospective customer three times and they’ve finally decided to buy. Now you have a phone message that they’re having second thoughts. It’s called “buyer’s remorse” and it can be frustrating for business owners. Here are some ways to address this problem and save the sale.

It’s not uncommon for customers to question a buying decision they’ve made, particularly when it’s a high-dollar or discretionary purchase. The key is to anticipate the reluctance and plan to address it before it occurs.

Here are some ideas to consider:

• Listen First, Sell Last -  Customer satisfaction is tied to how well a purchase solves a need or a problem they were having. Take the time to listen to customers up front to determine what they are looking for. Ask questions before providing solutions. That way, the product they buy is more likely to fit their needs.
• Send a Thank You – Write a thank you note as soon as possible after the sale. People like to know they are appreciated and it further develops your relationship with them. It also lets them know they are not alone. You are still there to answer questions.
• Express Delivery – Avoid delays in delivering the product or service. Customers want to reap the benefits of their new purchase as soon as possible. Prompt delivery makes that happen. Consider giving them a list of the five things they should do first with their new purchase.
• Give Them a Ring – Call customers shortly after delivery to see how things are going. This gives you an opportunity to reinforce how the purchase solves the problem they were having. You can also troubleshoot any initial issues that may arise.

Combat buyer reluctance by addressing it before it happens. Concentrate on how the purchase solves their problem and confirm it before and after the sale.