How To Short Circuit Buyer's Remorse

It's human nature to want to believe that we have done something of value when we make a purchase. We like to feel we've used proper sense and keen determination in choosing things that are going to be good for us and of the greatest use. And we most certainly want to know we'll feel good about the choices we've made in the long run.

Our natures lead us to wonder about decisions of all kinds and we generally know if we've made good decisions when we feel congruence that we have the right thing.

Let me share with you some research in the field of social, societal kind of ways of looking at persuasion.

This research was performed in the areas of sociology and persuasion and it discovered that when people go to the race track to bet, just prior to the betting, when the person was asked by a researcher, 'So you're making a bet? What are the odds you'll win?'

Generally, the odds they gave were low. 'I'm not sure. I mean, maybe fifty-fifty, or a thirty percent chance. . . I guess pretty low.'

The researchers asked another set just after the purchaser bought the ticket, 'So you've just placed a bet. What are the odds your horse is going to win?'

The general response: 'Oh, huge. Huge! Eighty percent probably? Ninety percent. Maybe more?'

The only thing that changed was that they bought the ticket. What made these people believe so strongly after they bought the ticket?

The answer: They were emotionally connected and committed to the decision and had an intense need to believe it was a good choice.

Sadly, nowadays, commitment isn't what it used to be. People "commit" to things all the time and back out at the last minute or have three to seven days to change their minds.

Ultimately this means that a deal isn't a deal until people are happy with using your product. A deal isn't a deal until they are truly sold on it. That is when you know you have a good deal all around.

The following principles come to bear on the way people make their decisions and whether or not they stay happy with them.

1) Hearing they could have bought it cheaper elsewhere. 2) Learning that there's a fault or a problem with the product or with what it advises. 3) A family member or friend telling them that this is pure nonsense. 4) Another thing that could happen is, the person themselves begins to doubt that what they did was either a good use of money or a valuable enough service for them to spend it on. 5) A family member, a spouse may try to convince them that they need that money for other things.

Having this knowledge gives us a very unfair advantage.

About the Author

Kenrick Cleveland teaches strategies to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies. This and other unique content 'persuasion' articles are available with free reprint rights.

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