What makes the greatest creators stand out?
Surreal Selling by Zouhair Mahmoud
They never repeat themselves. Every painting, every musical composition, every masterpiece is a unique experience, crafted for a specific moment, designed to evoke a specific emotion.
Sales, as I see it, is not just a transaction—it’s an art.
Every customer is a unique case, an independent personality, a world of their own—which means that your sales approach should be different for every client, just as an artist never paints the same picture twice.
Sales as Art: The Theory of Uniqueness
Each person has their own self-perception, way of seeing life, and personal experience that influences their decisions.
Even identical twins can make different purchasing decisions, because each one views the product through a unique lens shaped by their individual experiences and emotions.
So why do many salespeople use the same approach for every customer?
Why apply the same “script” to everyone, when every customer is a unique canvas waiting for a different artistic touch?
Every customer is a new “painting” that requires new colors.
Every sales interaction is a “musical composition” that demands different notes.
You, as the salesperson, are the artist who brings it all to life in a new way every time.
The Artist Never Repeats His Paintings – So Why Repeat Sales Techniques?
When an artist paints, they use the same tools:
Brushes, colors, canvas…
But, does a true artist ever paint the same masterpiece twice?
Every painting must be a new experience.
Music is built on just seven notes:
Do – Re – Mi – Fa – Sol – La – Si
Yet, how many unique musical compositions have been created throughout history? Millions, if not infinite!
The same applies to sales.
There are seven key sales stages… but that doesn’t mean every sales process should be identical.
There are various psychological techniques, body language cues, and NLP strategies… but you can’t use them in the same way every time.
Every sale should be an act of creativity.
Every customer interaction should feel like composing a brand-new symphony.
No two sales should ever be identical.
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How Can You Apply This in Your Daily Sales Interactions?
Imagine this scenario:
• A customer walks into your store today and buys something.
• The same customer returns tomorrow…
• Is he the same person? No.
• His emotional state is not the same as yesterday.
• Maybe he was excited yesterday, but hesitant today…
• If you use the same approach, it might not work this time.
So, what should you do?
Read their emotional state immediately.
Observe their body language, tone of voice, facial expressions.
Feel their “emotional rhythm” and adjust your approach accordingly.
Compose today’s sales symphony specifically for this customer, in this moment.
Every sale is a new painting, a new composition… and you are the artist!
Genius in Sales = Genius in Art & Music
When you treat every sales interaction as a unique artistic masterpiece, you:
Create an extraordinary customer experience.
Make the customer feel special, not just another transaction.
Transform sales from a mechanical process into an emotional and artistic experience.
Have you ever bought something because the salesperson made you feel like it was meant just for you?
Have you ever heard a piece of music that made you feel something indescribable?
That’s what real sales should be… sales that feel like art!
So from now on, stop thinking like a salesperson, and start thinking like an artist!
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Surreal Selling – Where Sales Becomes Art.
Uniqueness, lies in being different despite our similarities, and similar despite our differences
Zouhair Mahmoud
Creator of the Surreal Selling Theory
Redefining how professionals approach sales through creativity and psychology.
