For the customer, at least … it’s not writing the check. It’s making the actual decision. Of course, depending on that decision, this could also hold true for the salesperson.
I’ve studied this phenomenon for years and I have applied it to myself as the buyer as well as to my customers. The simple fact is that, once the check has been written, or the decision has been made, the pain is poof gone!
On the other hand, the process of making that final ...Continue Reading →