Here’s a Quick Way to Limit Cheesed Off Buyers


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If I were to offer you £45 in 3 days or £70 in 3 months what would you choose? More than half in a BBC survey went with the £45 – the general consensus is that this means you’re much more of an impulsive buyer.

When you deal with clients it’s your duty to be the educational pillar of endless knowledge and offer solutions that will solve the problems they are having. The old school of thought was that regardless of the above – you just sold the crap out of whatever it was you were selling, even if it was crap.

You sold it so hard that the client was practically beaten into submission; the submission was their impulsive buying (human) nature flaring up.

Clients, both in the B2B and B2C sectors have become much more wary of spending – by doing their homework before any final purchase is made via reviews, social media and general feedback – every sales professional is now tasked with creating a buying experience that limits this impulsiveness.

Buyer’s remorse should be at the bottom of any sales person’s customer service list, it should be something that not a single client experiences when they deal with you or your company – avoiding this simple problem can work wonders on a long term scale.

Forward Thinking

The key to limiting the number of cheesed off buyers is to paint them a picture of the future benefits, I emphasise the point ‘paint them a picture’.

A study by Washington University in St Louis on limiting impulsive acts noted that the reason the most patient of people were capable of not acting upon impulsive actions was that they were able to picture and imagine the future benefits. The desire to have something now surpassed the sacrifice of having more in the future.

They noticed that people who were capable of waiting and remaining patient were giddy with excitement from day one, maintaining a constant throughout the timescale. However the impulsive buyers were showing no excitement at all up until a few days prior to actually receiving their money.

Now the problem is, if a client can’t picture or imagine the future – benefits and uses – they are much more likely to give into their impulsive nature and make the purchase there and then. Sure this is great, sales deadlines and revenue targets will be hit but you as a professional and the company as a whole should be thinking beyond this.

apple fans

A scalable company is one that can bring in repeat customers, B2B clients are already part of a generally longer sales cycle then a B2C customer so why would you try to cut corners with exceptional customer service?

When a purchase is made, every aspect of qualification should not only highlight the details you need answered but ultimately ensure that the client weighs up the positives and negatives to the commitment. The last thing you need is to see someone get fired or a company go bankrupt because you pushed the product and then impulse made the final decision. This should then be considered blood money.

Impulse buying works wonders for supermarkets and general B2C focused stores, sales being responsible for 88% of impulse buys. However when you step into the B2B area of sales the impulse buy is something that many try to limit – the best example is the course of a sales cycle generally going from weeks to months

Companies have successfully limited the amount of buying that can be done without first looking at every angle possible, but sometimes you get caught out by the exemplary text or wonderful pitch – this is where commitments are made and jobs are potentially on the line.

So to make a new friend and create a long term client relationship you need to focus on making the clients experience sensational, one of the key aspects is to cut out all and any feeling of buyer’s remorse and ultimately ensure they know every detail and aspect of the sale.

Republished with author's permission from original post.


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