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Dealing With Buyers Remorse - Returns and Refunds

Mar 1, 2008
Requests for returns and refunds are one of the most damaging aspects in the profits of any direct marketing business. You waste a good deal of your time, efforts and funding on these two courtesies.

Keep in mind that all businesses endure some degree of this problem and many do nothing about it. Many businesses a simply accept returned merchandise and refund requests as a normal business cycle. It is as if they can think of nothing to solve this expensive scenario.

On the contrary, you can do plenty to reduce returns and refunds drastically. I am about to tell you how you can eliminate the majority of them. It is a simple and painless process.

To be able to understand what causes an excess of return and refund requests, you must first know what does not cause them to happen.

Returns and refunds are not the cause of rendering poor service or faulty good, since a little time, care and concern guarantee quality in the services and products you offer.

Dishonest consumers do not cause them, although you may come across a shady character from time to time. The majority of your consumers are those who are searching and satisfied with getting honest value for the price they pay.

Customers searching for a better price somewhere else does not cause them, although, pricing is an element in selecting merchandise for purchase. However, this is rarely the reasoning for a customers decision of returns or refunds.

If none of these aspects is the single, most reason for the largest number of return and refund request, then what is.

The reason is buyers remorse.

Yes, it is true; buyers remorse is the leading factor or returns and refunds. This is enough to send shivers up and down your spine. Buyers remorse is your powerful and rotten opposition.

The explanation for this is that all the reasons mentioned above are reasonable, matter-of-fact problem situations that have logical and practical solutions. They are much easier to overcome. On the other hand, buyers remorse is a more difficult problem with an even more complex solution. Buyers remorse is emotional in nature. Therefore, buyers remorse will not find a solution with any amount of logical and sensible problem solving.

To understand the strong influence of buyers remorse, you will need to understand when it occurs. Buyers remorse occurs the moment, of a completed transaction of purchase.

You will find this true when a customer makes a purchase on an explicit decision rather than that of an implicit decision. An explicit decision is, when outside sources influence your customer, while an implicit decision is one that the customer makes on their own.

Of course this is a completely other topic on its own and we shall now leave it at that, for the moment.

Buyers remorse causes fear in the customer as soon as they have completed their purchase, the moment that money changes hands.

However, the good news is that you can turn this type of scenario around quiet easily. However, you must use the right tools to accomplish this. I am sharing this tool with you now. It is a powerful fast moving tool.

This tool is post purchase reassurance.

Post Purchase Reassurance

Post purchase reassurance indicates you understand that customers will suffer from buyers remorse. It also indicates that you recognize this problem comes from their emotions. Once you understand this, you can take creative action to eliminate the unfortunate influence it has.

To achieve your post purchase reassurance goals, you will need to create and send a very personal follow up letter to your consumers, soon after they have made their purchase. You will also benefit by giving away special reports and bonus products in your letter to your consumers.

You can deal with buyers remorse, while eliminating the amount of returns and refunds you might incur. Do it now!
About the Author
Kevin Sinclair is the publisher and editor of Be Successful News , a site that provides information and articles on how to succeed in your own home or small business.
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