- they will point out peoples faults before they ever "catch" anybody doing something correct.   Consumers are the same way. After they purchase a product, they will usually feel slighted in one way or another. And it only gets worse with the size of the purchase.   The After-Sale Comparison Shop As a young serviceman stationed in San Diego, California I wanted to purchase a stereo. I was 17 years old and still enamored with music (as most teens are). I wanted to buy the biggest, baddest, most awesome stereo system I could find.   After some shopping around I found one that was "all that" and more. But it carried a hefty price tag ($1,500 as I remember). I was nervous about such a large purchase. Never had I spent that amount of money before. But I was in love with the stereo system, so I bought it.   After the purchase I found myself shopping harder than ever before, looking at features and prices of other stereo systems. Two days later, sure enough, I found one that was even more awesome than the one I purchased andyikesit was cheaper!   I felt sick to my stomach. I wanted to throw up. Quickly I tried to take my stereo back but I had unpacked it and thrown several of the boxes away already. Instead of feeling great about my new purchase, I felt a twinge of sickness every time I turned it on.   I still do this today, and Ill bet you do too!   The "after-sale comparison shop" is a natural reaction that everyone has and is a manifestation of buyers remorse. Secretly, people are scared that they made a wrong decision and that they, in fact, could have gotten a better deal elsewhere.   The Secret Key to Overcoming Buyers Remorse   Now that you know the biggest cause of returns and refunds, its a lot easier to prevent it from happening. The secret key to overcoming buyers remorse is to reassure your customer that they made the right decision buying your product or service and that they were smart for doing business with you.   Now heres where most business owners fall flat on their face - they arent proactive about reassuring their customers that they made the right decision.   My father always told me "its far better to prepare and prevent than to repair and repent." By that I mean, now that you know that your customer is going to feel buyers remorse, why dont you take proactive steps to overcome it before it overcomes your customer.   Crosby Had It Right - "Quality is Free"