In the world of sales, there is a fundamental truth that many overlook: You are not the only seller, and your product is not the only option available to the customer.
So, how do you make the customer choose you over the competition? How do you stand out, even when others offer better features or lower prices?
The secret lies not just in the product but in the experience you offer, how the customer feels when dealing with you and how you make them see themselves through you. This is the essence of Surreal Selling.
The Customer Chooses You Before Choosing the Product
Before a customer even starts searching for a product, they have already made an internal decision driven by a need or a desire.
This need may be obvious, such as buying a new phone, or more subtle, like the desire to feel special, safe, or comfortable.
When they walk into your store or agree to meet you, they are not just looking for a product. They are unconsciously asking themselves:
“Is this truly what I need? Can I trust this person to guide me to the right decision?”
This is where your role as a surreal seller comes in, you are not just offering a product. You are the bridge that connects the customer to their true desire.
Would a Customer Sacrifice a Product Feature for Trust?
Customers often make irrational decisions when trust is involved. A person may choose a product with fewer features or even a higher price simply because they feel more comfortable with the seller.
Why?
Because the fear of loss is stronger than the desire for gain. Customers don’t want to take risks. They don’t want to make a decision they might regret later.
This is where you step in—not by convincing them of your product’s features, but by making them feel that choosing you is a decision they won’t regret.
How Do You Do That?
• Be their mirror. Let the customer see themselves in you, through your tone, your approach, and how you understand their needs. (The Mirror & Matching Theory)
• Guide, don’t impose. Don’t push the product onto them; instead, help them discover that it’s the right choice.
• Be genuine and transparent. Customers can sense manipulation. If they trust your honesty, they won’t feel the need to compare you with others.
Surreal Selling: You’re Not Selling a Product, You’re Selling an Experience
Surreal selling is not about persuading the customer; it’s about understanding them on a deeper level and guiding them toward a decision they feel confident about.
It’s not just a sales transaction; it’s an emotional and psychological connection between the customer and the product, through you.
When a customer sees you as someone who understands, listens, and truly cares, your product is no longer just an option. It becomes the only option they trust.
And that is the true power of a surreal seller: making the customer choose you without even realizing they’ve made a choice.
Surreal Selling… A Symphony Where the Seller is the Maestro, and the Customer is the Composer
Imagine that surreal selling is like a musical performance.
You, the seller, are not just a performer, you are the maestro conducting the orchestra.
The customer, on the other hand, is both the composer and the musician.
Each customer has a unique rhythm, a personal melody that represents their needs and desires.
Your role is not to force your tune upon them, but to listen to their music first, then harmonize with it, so that together, you create a masterpiece.
• When you create a moment of harmony, the customer plays with confidence.
• When they feel that you understand their rhythm, they won’t need another maestro.
• And when they reach the finale, they will believe that the choice they made was always theirs—though, in reality, you helped them compose it.
This is the symphony of Surreal Selling, don’t force the customer to listen to your music.
Instead, help them play their own, in the best way possible.
Final Thoughts: The Decision is Theirs, But the Influence is Yours
At the end of the day, the customer makes the final decision, but that decision will be based on the experience you create for them.
Make their journey with you unique. Make them feel safe, understood, and confident, and their loyalty to you will be stronger than any competitor’s offer.
Sales is not just about closing deals; it’s about reshaping how customers make decisions. Become part of that process, and they will always see you as the best choice.
🔹 Featured Research
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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
