Help Customers Buy Unpleasant Necessities

Sometimes customers would just as soon wait. They know they really should go to the income tax preparer or purchase the refill of that medicine or buy the wallpaper to replace what’s peeling and so no longer appealing. But if the retailer tells them they’ll have to wait for a while, you might hear from those customers a mighty sigh of relief. At least briefly.
     Researchers from Boston College, University of Miami, and Duke University point out that when it comes to buying unpleasant necessities, a longer wait—if handled properly by the retailer—can actually end up making the customer feel better about the whole experience.

• Offer the consumer options for when to complete the purchase. This gives a sense of control that can in itself ease stress. This works with advance scheduling, such as for dentist appointments. But it also can work when it comes to queuing up in the store. If the customer who is told, “I can check out your purchases over here,” responds with, “I can wait,” the store staff response should be an understanding nod rather than a puzzled or irritated look.
• Graciously answer the same questions more than once. Some people deal with their ambivalence by seeking more information and developing a plan for making the purchase. However, if the questioning seems to become a never-ending excuse for not making the purchase, say, “You might want to think about it some more on your own and then get back to me.”
• Be ready for delay to become sudden action. Some people shiver at the side of the pool and then suddenly grit their teeth, think a happy thought, and jump into the freezing water. When that happens, let your customer quickly get into the swim and get it over with.