Choose one of the Action Tips presented in Chapter 2 of the textbook and describe the tip, as well as how you would implement it for a particular company.
Action Tip 8—Reassure Customers in Their Decision to Do Business with You
Marketers talk about the problem of buyer’s remorse—the feeling that a purchase was a mistake. This feeling can set in pretty quickly, especially when people make a large purchase. At the time of sale, service providers can inoculate against buyer’s remorse by reassuring customers that they’ve made a good purchasing decision.
Phrases like “I’m sure you’ll get many hours of enjoyment out of this” or “Your family will love it” can help reassure and strengthen the buyer’s resolve to follow through with the purchase and, as importantly, feel good about it. A government agency employee might say, “I’ll bet you’re glad that’s over with for another year” or “I’ll handle the renewal—you’ve done all that is necessary.” Such reassurance can project your personality in positive ways
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