By Zouhair Mahmoud
What makes surreal sales unique?
It is based on a deep paradox:
We all share fundamental human traits, yet we are entirely different in how we express them.
Each customer has their own motivations, dreams, and desires, even if they seem similar to others.
A surreal salesperson understands that selling is not just a “science” but also an “art”—one must master the rules, then know when to break them!
How do we understand this surreal paradox?
Why should a salesperson learn the rules—only to not strictly follow them?
How do we make each sales interaction unique while relying on universal human fundamentals?
1. All Humans Are Similar… Yet No Two Are Identical!
Every human being has needs, emotions, and desires… but how they express them is completely unique!
Real-life examples:
Two brothers grow up in the same house, yet they develop completely different personalities.
Two people live in the same city, yet their dreams and priorities may be completely opposite.
Even identical twins have different ways of thinking and interacting with the world.
This means that in surreal sales, a salesperson cannot assume that all customers want the same thing, even if they seem to be looking for the same product.
Each customer sees the world from their own perspective, and a surreal salesperson must recognize that perspective before trying to sell to them.
2. Surreal Sales Operates on “Rules Without Rules”!
In traditional sales, there are strict rules that must be followed… but in surreal sales, even the rules themselves are not fixed!
So how can there be “fundamental principles” but no “rigid rules”?
A surreal salesperson understands that:
There are core principles in sales, such as understanding body language, NLP, and persuasion techniques.
However, applying these principles varies greatly depending on the customer and their psychological state.
Real-life examples:
Body language suggests that crossing arms may indicate defensiveness… but in some cases, it could just be a comfortable resting position.
Persuasion theories claim that “limited-time offers” increase urgency… but some customers feel pressured and back away instead.
Traditional sales say that lower prices increase sales… but some customers trust expensive products more because they associate them with quality.
So, surreal sales is a flexible, adaptive approach that avoids rigid, one-size-fits-all methods.
The principles exist, but how they are applied depends on the moment and the specific customer.
3. Why Do Customers Buy? The Search for Identity!
Every purchase is part of a customer’s journey to discover their identity.
A customer is not just looking for a product; they are looking for a reflection of themselves in the product.
Real-life examples:
Someone buys a sports car because they see themselves as a “lover of speed and adventure.”
Someone buys a luxury watch because they want to reflect success.
Someone buys a high-tech smartphone because they want to feel part of the future.
So, a surreal salesperson doesn’t just sell a product—they sell a piece of the identity the customer is trying to build.
This means that every customer requires a different sales approach that reflects their unique journey.
4. What Is the Role of the Surreal Salesperson?
A surreal salesperson is not just a product presenter but a guide in the customer’s journey of self-discovery.
Their primary role:
Understand the customer before trying to convince them.
Help them see how the product fits into their personal story.
Avoid forcing any predefined scenario but rather interact with the customer based on the moment and situation.
Real-life examples:
If a customer is looking for a product to feel more productive, don’t sell it based on technical features—show them how it will transform their daily routine.
If a customer is seeking exclusivity, don’t talk about discounts—focus on how the product reflects their uniqueness.
If a customer is hesitant, don’t push them—help them explore their true feelings about the product and let them reach the decision themselves.
A surreal salesperson is not just a seller but a person who knows how to connect with customers on a deeper level.
Conclusion: Surreal Sales Is About Understanding Human Contradictions!
We are all similar, yet no two people are identical.
Surreal sales is based on principles, but it does not follow them blindly.
A customer doesn’t just buy a product—they buy a piece of their identity, and the surreal salesperson helps them discover that.
If you are a salesperson, don’t ask, “How do I apply sales rules?” Instead, ask, “How do I read each customer as a unique case?”
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.
