Successful marketers will carefully consider each stage of the consumer decision (buying) process. By understanding the level of cognitive dissonance at each stage, a marketer and salesperson can develop and utilise successful techniques and strategies to allow them to market and sell better to their customers.

PRE-PURCHASE

Need recognition – Consumer perceptions formed and reinforced by marketing. Salespeople find customers’ needs and wants.

Information Search – Provide as much information to customer.

Evaluate Alternatives – Customer has many alternatives and thus need to tell and remind them the benefits.

PURCHASE

Values & Attributes – Communicate value-added attributes that are in line with customer’s expectations.

Convince – Convince the customer that this is a purchase that needs to be made will reduce the development of dissonance.

Reassuring & Confidence – Reassure customer that the relationship does not terminate with the purchase. Offer trials, warranties, return policies, no-cost repairs, and other programs, customers will have more confidence in their decisions.

Personalise & Sincere – Personalise selling techniques and sincere in assisting with the decision-making process.

Relationship – Refer to customer’s first name and give respect. Build relationship and establish rapport thus creating trust which will lead to higher acceptance.

POST-PURCHASE

Manage – If cognitive dissonance is not properly managed in this stage, it can result in customer dissatisfaction and loss of customers.

Follow-up & customer service – Salesperson follow-up calls and letters, surveys, and superior customer service. Example “Thank you” letter. Establish customer-focused attitude among employees.

Minimise anxieties and doubts – 7 approaches to minimise customers’ anxieties and doubts: (1) summarise the product’s benefits after the purchase; (2) repeat why the product is better than the alternatives; (3) emphasise how satisfied the customer will be; (4) provide toll-free numbers to encourage communication; (5) offer liberalised return and refund policies; (6) engage in staff training to handle complaints; (7) implement a follow-up program. By implementing these strategies, a company communicates to the customer that they have made the right decision and that the company will commit to his/her satisfaction.

Measure – Measure customer satisfaction through surveys.