A sure way to make your customers unhappy with their purchase

Have you ever made a purchase and later discovered you have paid too much for the product? Or that gown did not just look as beautiful outside the boutique lights. For whatever reason, we have all experienced sadness on one purchase or another.

This has been technically termed ‘Post Purchase Cognitive Dissonance’ (PPCD). Sometimes, our PPCD is deserved and at other times we can rightfully lay the blame on the selling company or their salesperson. As a company, if your customer can rightfully blame you or your salespersons for their PPCD, that is bad news. And a sure way to accomplish that is dishonesty in the selling process.

Okay, you are never dishonest, but do we not all bend the truth to achieve a sale? We are wont to hide some discouraging facts about our products from the customers. Yes, we only have to say what is necessary to achieve a sale, but such information as aftersales cost and care should be clearly stated. What about how your product affects the customer’s health?

Only consistent truth breeds necessary credibility for winning customer loyalty. Do not make your customers feel fooled. That is what happens when they discover you have been untrue. Now what should you do? As a salesperson, you must be well-informed about your product. This cannot be overemphasized; you do not want to goof unknowingly. As a company, constant product improvement is important; eliminate the weaknesses in your products, so that you do not have to lie to make sales.

Finally, you must follow up on sales to maintain the positive image of your product in the mind of customers. And return policies help, but they must be clearly explained to the customers at the point of sale.

Keep delighting your customers.

 

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