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Selling Tactics
Avoid Buyer
By Timothy F. Bednarz, PhD, American Management Development Group

Customer fear or buyer's remorse is a real factor in the life of every sales person. How many times do you find that after spending considerable time and effort to make the sale, you receive a message that the customer has changed their mind?

In slowing economic times, there will be an increase in these instances as buyers are less reluctant to take risk and are easily spooked into changing their minds.

Implications to the Sales Person

When a customer cancels the order, you have failed to resolve their fears during the buying process. Perhaps you forced the sale and they feel they were manipulated into the sale or they simply didn

Copyright ©2000 by Timothy F. Bednarz,PhD All Rights Reserved

Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or Find out more at

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