The anxiety of any buyer, especially when it comes to high ticket or luxury items is remorse, turning into uncertainty and fear. This based on whether they’re making the right decision, if they’re paying too much, or if they deserve or can afford it.
So it’s your job as a marketer, or sales personnel, to convince the buyer to get them interested enough in what you’re offering, this by eliminating as many objectives as possible, to open the path to ownership.
Under any market condition, whether it’s in recessionary times …