How to Alleviate Buyer’s Remorse

Last week we discussed some lessons learned from Manhattan’s Ladies Mile during the late 1800s and I shared that, this week, we’d cover some ways to alleviate buyer’s remorse when your clients invest with you.

First, notice the phrase “invest with you” in the above paragraph, rather than “spend with your business”. Make it personal and provide enough “consumable value”, whatever you’re offering, that your client sees it as a positive investment.

Following up on #1 above, determine how best to provide value without overwhelming.

It’s important that your client feels they can take action/see results on what you’re offering — I call this “consumable value.” There needs to be value and they need to be able to take action (in order to see results) after consuming (reading, listening, watching) it.

If I was teaching you how to reverse diabetes without meds for example, I’d want to give you small steps that compound so you don’t feel overwhelmed by all the info. If I was teaching you to improve your website’s SEO, I’d start with “do this,” then “do this” rather than give a 79-point list.

Years ago I did research at the Library of Congress for a French professor. The first time I walked into the LOC, I just stopped. There was so much all around me that I had no idea where to start and ended up leaving and creating a game-plan before going back. I’ve never forgotten that paralyzing feeling of immediate overwhelm.

Value alone isn’t enough, no matter how amazing it is. You must ensure your clients aren’t so overwhelmed by your content that they take no action at all.

And third, what’s your on-boarding process for new clients?

Do you have one? One of the things we’re improving this summer is our member on-boarding process for our two membership programs to ensure that new members easily see how to take advantage of the benefits and engage with/consume the content. Do any of your programs, or even your initial website opt-in, need tweaks to ensure your client/prospect feels welcomed and knows what to do to best engage with you, your business, the material so they can move forward/see results?

Buyer’s remorse isn’t only about the money and what they’ve invested/spent. It’s how the person feels once they have the thing — whether tangible or not.

If you book a cruise and are told to show up for boarding on X date at noon, it’s one experience.

If you book another cruise, receive the same guidelines + a description of each port of call, average temps and the activities you can pre-book for when you’re there, plus a listing of all the on-ship amenities and how to book, it’s a much different experience.

Can you see how pre-planning your client’s on-boarding experience can make all the difference in their initial experience? Knowing this, what changes will you make?