The Biggest Source of Refunds and How to Combat It

After a customer has made their purchase and the initial euphoria has worn off, post-purchase dissonance sets in. The customer starts to regret their purchasing decision. Their fears and regrets often include:

  • Worrying that they paid too much
  • Wondering if they have been ripped off
  • Wondering if the product actually works
  • Thinking that they don’t even need or want the product any more
  • … and so on.

This is a completely natural phase that most people go through every time they have spent more than $100 on a product or service.   This is the time when most complaints and refund requests occur.

The solution is as simple as sending a “post purchase reassurance” letter or package as part of your customer loyalty program.

This communications piece goes out a day after they have purchased.

The letter is designed to re-assure customers that they have made a great decision in purchasing your product. It does that by re-inforcing the benefits of doing business with you. And to back up those benefits it might also feature testimonials and case studies from delighted customers showcasing their results.

This helps reassure customers that they have made the right choice.

Another variation of this to use in your Customer Loyalty Program is a “welcome pack”.

When someone makes a purchase they naturally want to get the best possible results using that product. That’s where a “welcome package” can work wonders. It’s a great value-added gift that shows that you aren’t just about getting a sale. It shows that you want to build a relationship with them long into the future.

Customer Loyalty Welcome packs include things like:

  • Care instructions or “how to get the most from your widget” guide
  • Frequently Asked Questions on how to use it
  • Guarantee or Warranty certificate
  • Customer Commitment Statement which shows the measures you’ll take to ensure they receive outstanding service
  • Membership to a VIP Client Privileges Club
  • $$ off or FREE vouchers for additional products and services or for services offered by aligned businesses.

In addition to that or as an alternative, a follow-up phone call works well. This call goes something like …

“ I thought I’d give you a quick call to find out how you like your [product or service], how it’s working for you and to see if you have any questions relating to your purchase.

 (Give the person a chance to comment here.)

I’d also love to find out what you felt about our service. Was there anything you feel can be improved or enhanced so we can enhance the way we serve you in the future?

Last but not least I wanted to touch base with you to let you know that if you are ever unsure about anything relating to product/service], please feel free to give me a call right away —we’re always here to help you.”

About Kristina Mills:
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.

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