Hello Reader,

You know the feeling when you close the deal?

They said yes.
Maybe you shook hands.
The email confirmation came in.
You even treated your family to a little celebration dinner, because you earned it.

Then, a day later…

“Hi… I’ve had a think. I don’t want to go ahead anymore.”

And just like that, the excitement’s gone. The champagne bubbles feel a bit flat. And you’re left with that sinking feeling that only buyer’s remorse can cause.

It’s one of the most painful experiences. You thought the win was secured, only to watch it slip through your fingers. And the worst part is that it can take days to shake the feeling.

But here’s the key thing I want to share with you this week:

Buyer’s remorse doesn’t happen because people are indecisive. It happens because we didn’t help them feel secure in their decision.

And it’s our job as the seller to prevent that.

So, how do you avoid it?

1. Read the room (and the Zoom).

One of the biggest mistakes salespeople make is pushing for the yes.
They drive and drive… until the buyer gives in.

But what happens next?

The minute you leave the room (or end the call), the relief kicks in.
They didn’t feel comfortable saying no to your face.
But now you’re gone? They can ignore your emails, avoid your calls, and convince themselves they were pressured into it.

I see this all the time, especially with newer salespeople or solo business owners who really want the deal.

So here’s your first job: watch the signs.

Are they nodding? Leaning in? Asking curious questions?
Or are they giving vague answers, avoiding eye contact, and hesitating?

If you sense the latter, pause. Ask:

“It sounds like this could be of interest. How are you feeling about it right now?”

If they say “maybe,” “not sure,” or give any sign of uncertainty, don’t plough ahead.
Dig deeper. Explore the concern. Let them feel heard.

Because a “maybe” that gets ignored always turns into a “no” later.

2. Get them to confirm, twice.

Here’s the second tip. And it’s a big one.

Even when someone says yes, don’t assume it’s locked in.
People swing like a pendulum: Yes… Not sure… Yes… Maybe not…

And if they swing back to uncertainty after you’ve gone, you’re back to square one.

So, what do you do?

When they say yes, say something like:

“I’m really excited to work with you. But I want to make sure this feels absolutely right for you. How does it feel now we’ve made the decision?”

Give them space to reflect. To own the choice.
This also gives them room to raise another concern, and you can tackle it head-on.
Other times, they’ll reaffirm their commitment out loud, which solidifies the decision in their mind.

I've had people share on social media that they’re attending one of my workshops, because I asked this question.
That extra moment helped them feel confident, proud, and ready to talk about it.

And here’s the magic: when someone confirms something twice, it sticks.
They’re no longer buying just because of you.
They’re buying because of their own conviction.

3. Replace pressure with empowerment.

At the end of the day, pushing people into a decision rarely works.
Helping them see the value for themselves? That’s what creates confident buyers and long-term clients.

Because when someone says yes from a place of clarity and control, they stick around.
They show up.
They refer others.
And they become your best testimonials.

So here’s your Saturday challenge:

Think about your last few “yes” conversations.

Did you read the signs carefully?
Did you give them space to speak freely?
Did you check in once more before wrapping up?

If not, you might have lost a deal that could’ve been saved with just one simple question.

The truth is, buyer’s remorse doesn’t need to happen.
And when you learn to prevent it, you’ll save yourself heartache, time, and revenue.

Here’s to more confident clients and fewer false starts.

Have a great weekend,
James

P.S. This is one of the sales skills most people never get taught. If you found this helpful, forward it to someone in your network who needs to hear it.

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