Justifying Decisions

You can learn about your client's attitude by reviewing how you react when you make a significant purchase.

People's desire to resolve the cognitive dissonance that accompanies buying decisions is illuminated by an observation from the advertising industry. A person is more likely to read an ad for a major purchase--such as an automobile--after they have bought the product than before the purchase. Reading the ad reinforces the correctness of the decision made in the buyer's mind.

You can learn about your client's attitude by reviewing how you react when you make a significant purchase.

• What reasons do I come up with to delay or prevent a buying decision?
• How much is my behavior shaped by the salesperson?
• Do I object because it helps me feel more confident about my purchase?
• Do I object because I want to test the salesperson?
• How do I react to an aggressive sell?

ACTION POINT: Examine your own buying habits to better understand your clients.