Surreal Selling by Zouhair Mahmoud
Use Spontaneous Body Language and Emotional Surprises to Break Customer Resistance
We’ve already established that the essence of Surreal Selling is non-linearity and the absence of rigid sales structures.
Every customer is different. Even the same customer changes from moment to moment, their emotions, thoughts, and reactions shift based on internal and external influences.
Since Surreal Selling is not about persuasion but about harmony between the customer and their self-image, body language plays a crucial role.
The key?
Show genuine indifference to whether the customer buys or not.
Create a comfort zone where the customer feels free to express themselves.
Use emotional surprises to break resistance and allow them to make a decision without pressure.
The Power of Unexpected Emotional Surprises
One of my favorite techniques is to use a spontaneous, unexpected moment to break the customer’s habitual defenses.
For example, I might casually say:
“I’ll leave you alone for a bit to think about whether you truly want this product.”
Or if a couple is shopping together, I might suggest:
“Why don’t you both step out, grab a coffee or have lunch, and see if you really want it? I’ll keep it reserved for you until the end of the day. If you decide not to buy it, don’t even worry about telling me, I’ll just leave it aside.”
The Psychological Impact: A Sense of Freedom and Ownership
Customers often feel trapped in traditional sales interactions, where they’re expected to make a quick decision under the seller’s influence.
By giving them space and absolute freedom, you do three things:
You remove pressure, which makes them feel in control.
You plant the seed of ownership, they subconsciously start picturing the product as theirs.
You trigger curiosity and trust, making them more likely to return and complete the purchase.
And what happens next? Many customers come back, happier than ever, to buy the product.
That moment of pure joy when they pay for it, feeling like they made the decision completely on their own, is the peak beauty of Surreal Selling.
Giving the customer space to process their decision is not just a technique, it’s an art. It shifts the focus from persuasion to self-discovery, allowing the customer to feel like they are making the decision entirely on their own.
How I Used “Time & Space” to Let the Customer Convince Themselves
A customer was trying on one of the most expensive coats in the store—priced at nearly €800.
I noticed that he and his wife were whispering to each other.
Instead of interrupting or pushing for a sale, I simply said:
“I’ll let you both discuss freely and take your time.”
Then, I walked away.
The Art of Controlled Absence
I returned a few minutes later but didn’t say anything, just smiled warmly and observed. They were still discussing, still unsure.
Then, I said something that completely removed the pressure from the interaction:
“I don’t want you to buy this coat unless you’re 100% sure you need it. So why don’t you both go to the café next door, enjoy a coffee, and talk it over? I’ll reserve the coat for you until the end of the day. If you don’t come back, no problem at all, that’s your decision.”
What happened next?
They left… but they came back later with bright eyes and excitement.
At that moment, I greeted them with genuine warmth:
“I’m so happy to see you back! As a thank-you for returning to us, I’ll apply a 10% discount on your entire purchase today.”
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Why This Works (The Surreal Selling Psychology)
Customers hate feeling pressured, so remove the pressure completely.
They want to feel in control, so give them the space to decide.
They want to feel valued, so reward their natural decision to return.
The discount wasn’t a sales trick, it was a celebration of their return.
Instead of bargaining, the 10% discount became a psychological reward for their independent decision-making.
And that’s why they left the store feeling happy, satisfied, and emotionally connected to the purchase.
The Surreal Selling Mindset
Don’t fight for the sale, let the customer fight for their own decision.
Don’t convince, let the customer convince themselves.
Don’t chase the sale, let the sale come back to you.
This is not just a technique, it’s a philosophy. And this is the essence of Surreal Selling.
By using spontaneous body language in sales and giving the customer space, you empower their decision-making psychology, making the purchase feel more natural and joyful.
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.
