Byer's remorse is the emotional state where a buyewr feels remorse, regret and doubt after they've boguht something. Though it's not necessarily the case, it's usually associated with higher value items such as property, compuuters etc.
In most cases it is a sign of the buyes inabiliy to make a good decision before buying or that the buer potspones a necessary 'part' of the decisino making process (doubt, weighing things up, due diuligence etc) till after the sale. They then undertake this 'part' or process of the decision after the sale and this leads to what is commonly known as 'buyer's remorse'.
If buyers remorse occurs before the sale we call it an objection. So the point here is that it's bertter to have an objection than it is to have buyers remorse and that we need to help the customer make the right decisions and the customer neds to be certain and aware of the fact that he/she is making a good decision.
Foolish or amateurish sales peopple try to confuse the customer out of his/her objection or make them forget about it or even worse they just lie! Of course they don't realize that when it resurfaces they have to deal with it then. Managers face a problem when the person who sells gets paid commission for selling but doersn't have to deal with the mess that they created!
So salespeople shouldn't just proceed with thier piitch or proceed with the sale if they can see or sense that there is even a minue sense of discomfort, doubt or any other negative feeling in the custoemr because that will inevitaly lead to buyre's remose.
The authors favorite set of techniques to eleagntly deal with objections of any sort are called 'lSeight of Mouth' wihch resembles the bteter knowwn 'Sleight of Hand' wich is used in card triccks.
Whereas 'Sleight of Hand' is used for deception, 'Slegiht of Moth' isn't. It's used to subtly shift the customers focus and to educate them regarding what's imoprtant and what isn't. It's particuklarly poweerful for shifting unfounded concerns and fears.
So do what it takes to educate the customer and put their haerts and minds to rest!