Surreal Selling by Zouhair Mahmoud
Traditional sales techniques teach you to plan strategies, uncover customer needs, and use persuasion techniques to close a deal.
But who said that customers buy because they need a product?
The truth is, most customers don’t buy out of necessity.
Instead, they buy because they feel that this product completes their identity.
They don’t buy because the salesperson is skilled, but because they’ve built an internal self-image in which this product plays a role.
When we buy, we are making a choice—
A choice about how we want to see ourselves.
A choice about what completes our personality.
A choice about what strengthens our identity.
The Surreal Selling Shift: Let the Customer Speak!
I developed a simple yet powerful sales phrase that summarizes this entire approach in just a few words:
“Just try it—you don’t have to buy it.”
At first glance, it may seem like a casual statement. But in reality, it is a psychological trigger that leads the customer to:
Lower their defenses—they no longer feel pressured to make a decision.
Engage with the product without the fear of being “sold to.”
Express their personal thoughts about the product, without focusing on its features.
The moment a customer experiences the product, they begin to internalize it—not as something external that is being sold to them, but as something that could become a part of them.
And here’s where the magic happens.
Once they start talking about their impressions, they aren’t really discussing the product anymore…
They are talking about themselves.
This is the essence of Surreal Selling—
The customer is not engaging in a buying process; they are engaging in self-reflection.
You are no longer a salesperson; you are a mirror reflecting their inner desires.
Your role is not to convince them; your role is to let them discover why this product belongs in their life.
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Why Do People Keep Buying the Same Products Over and Over?
Have you ever noticed that most people tend to buy the same types of products repeatedly?
They keep cycling through the same brands, the same styles, the same choices.
Why?
Because deep down, they are searching for an image of themselves that they have not yet fully achieved.
They are trying to complete their self-identity.
This is why Surreal Selling is not just about techniques—it is about understanding the deeper psychology of choice.
The Simplicity of Surreal Selling = The Art of Extraction
The true power of Surreal Selling lies in:
Its simplicity.
Its ability to let the customer reveal their inner motivations.
Its skill in extracting the emotions that drive buying behavior.
Your goal is not to sell a product. Your goal is to create the space for the customer to connect with their own needs, desires, and identity.
Don’t rush them.
Don’t pressure them.
Just let them explore—because once they see themselves in the product, they won’t need you to convince them.
This is the revolution of Surreal Selling!
Uniqueness, lies in being different despite our similarities, and similar despite our differences
Zouhair Mahmoud
Creator of the Surreal Selling Theory
is redefining how professionals approach sales through creativity and psychology.
