BUYER'S REMORSE..............by Steve Duhl 
Sunday, May 1, 2011, 09:26 PM
Posted by Administrator
Now that the recession is over and we are all swimming in money and about to go out and buy big ticket items, it is a good time to review "buyer's remorse".

Buyers remorse is that sick feeling we have the day after we have bought a big ticket item or make an important deal: car, boat, jewelry....settle your injury case. We want to return it or redo it but either:
1) The seller won't take it back (and you can't, usually, undo signed deals) or
2) We don't want to look stupid in front of the salesperson who we liked enough, yesterday, to buy the thing from, or,
3) We know we'll have the same problem with the thing we buy to replace the boat/car/ring we are having regrets about and we don't want to go through buyer's remorse again.

Here is the reason we get buyer's remorse:
It is illogical and irrational to spend a wheelbarrow full of money on something we don't really need or to agree to a deal we don't have to agree to. For example: We need a Toyota Corolla but we bought a Jaguar. So, before we hand over the money/sign the contract/make the deal, we have to suspend logic. It is the salesperson's job to get us to suspend logic and get us to reach a moment of insanity during which we will BUY.

Here are some things JM Lexus gets its cutomers to reach the moment of insanity:
A) Get customer to stay a long time in order to completely bond with salesperson. Want a test drive? Sit in their comfortable lounge for 45 minutes while the salesperson rustles up a key.
B) Get customer's blood sugar low (which means feed the customer sugar to first get it high...at JM, there is a soft ice cream bar right by the entrance).
C) Design a classy showroom decorations designed to convey that you are not about to buy just a car......you are about to join up into a high class lifestyle.
D) Also, Lexus is a good car.

The day after you buy, the thrill is gone. Blood sugar is normal. At your house, last week's laundry is still on the floor. ...and 60 payments to go on that Lexus....and you really should've taken the black one.

Logic kicks in. Your brain screams "WHAT WAS I THINKING". Your heart sinks into your stomach. You feel like you are about to puke.

There is some good news: buyer's remorse goes away in a few hours...quicker than a stomach flu.

If you buy something big and don't get buyer's remorse either your purchase was an incredibly logical decision or, more likely, you are insane and illogical all of the time.


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