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We’ve all been there: you get the call after installation, and the customer isn’t happy. Regardless of the issue, you’re now back in problem-solving mode. These situations can be time-consuming, frustrating and often expensive.
The good news? Buyer’s remorse is largely preventable when sales professionals take a more disciplined, professional approach from the first conversation through follow-up.
1. Be the expert. Your customer is counting on it
The customer who truly knows exactly what they want is rare. Most are relying on your experience and guidance to help them make the right decision. That’s your cue to step fully into the role of expert.
Guide them through the entire design process—shape, size, style, color pathways, fabric selection and structural considerations. Just as important, explain installation methods, fastening options, lead times and what to expect on installation day. Don’t forget care and cleaning instructions so they know how to keep their awning looking great for years to come.
Most importantly, be honest and transparent. Don’t sugarcoat answers just to close the sale. Setting realistic expectations upfront builds trust and dramatically reduces post-installation disappointment.
2. Listen more and ask better questions
Strong salespeople don’t just talk; they listen. Your customer reached out because they believe you have the solution, but you can’t deliver the right one unless you truly understand their needs.
Ask thoughtful, leading questions about how they plan to use the space, what problems they’re trying to solve, and what matters most to them—appearance, performance, budget or longevity. The better you listen, the better you can align the final product with their expectations.
3. Use professional tools and clear communication
Today’s awning industry offers excellent sales tools—many free or low-cost—that help customers visualize their project before it’s built. Use awning visualizers to show designs and fabric patterns directly on their home or business. When customers can see what they’re buying, confidence goes up and regret goes down.
Your proposal or contract should clearly spell out exactly what will be provided, and what won’t. Review it carefully with the customer before collecting a deposit. Clear documentation prevents misunderstandings later.
Finally, stay in contact. A call a week before installation confirms readiness. Another call during installation week keeps everyone aligned. Make sure customers know when payment is expected. And encourage installers to take post-installation photos. These provide valuable documentation if questions or concerns arise later.
Buyer’s remorse doesn’t start after installation. It starts with unclear expectations. By being the expert, listening carefully and communicating professionally throughout the process, you protect your customer, your reputation and your bottom line.
Dan Litster is a sales representative for Keyston Bros. and a member of the Professional Awning Manufacturers Association advisory board.