Why? Because: ‘Once a customer, always a customer’.
Customers themselves tend to quickly find a very long list of reasons why it’s beneficial to stay with their first choice.
Regardless of the problems, the hurdles, the clashes or the dissatisfaction… « well, let’s keep on working with them, that saves the hassle of starting from scratch ».
The official name is ‘post purchase rationalization’. And it refers to how we humans do our best to overlook any faults or defects in a product or service in order to justify their purchase. It’s a choice-supportive bias.
Once we have made our choice, we stick with it. We defend our Brand decision with all we’ve got. “It’s better”. “It was a great decision”.
For that’s e.a.s.y
The bigger the avalanche of choices, the more ‘please don’t make me think‘ becomes behavioral rule number 1.
This is me every day after work. This is your and my brain at 6PM.
By that time of the day we have taken between 2000 and 20.000 decisions. Sure, most of it were decisions such as: shall I fold my arms differently, when shall I switch foot, shall I look up now or in a few seconds and, if the latter, when is the right moment?
Really pondering about each and every decision would make us end up in a straitjacket within the hour. So for most of the time we fly on auto-pilot, and take short cuts whenever and wherever we can. For example: we base a decision on a decision we already made once. As though that was the bizarre uniquely right one, a thunderbolt of insight from heaven, a flashlight of clarity and truth. This shampoo, that toothpaste, those dog biscuits, end off.
We are natural energy savers.
And so it happens we walk into a bank and open an account there – and before we know it this is our bank for the rest of our life.
We know there must be better options, banks with more advantages or lower transaction costs, etc. But it’s just so… exhausting to have to actually think and search about the very, very best solution for every single step in our life.
So our instinct takes over. By justifying any purchase or decision after the facts.
“Yes, yes, I know of disadvantage 1, 2, 3, 4, 5 and so on – but it just feels so good, it’s really something for me”. “The contact is so good now”. “It’s just around the corner”. “I now finally understand their system”. “My dog doesn’t want anything else”. “It justtastes better”.
Such arguments are only meant to rescue your brain from, oh my god, having to organize all the energy and resources for yet another decision or thought or, worse, another reason for regret!
And that is why you better choose your estate agent and solicitor wisely.
For you will be stuck with them for far longer than you are planning rationally.
You make a rational decision… and then never want to decide again.