Surreal Selling by Zouhair Mahmoud
In traditional sales, products are marketed as solutions to specific problems. You’re cold? Buy a coat. You’re hungry? Get some food.
But in surreal selling, purchasing is not just about solving a problem—it’s a process of self-discovery. We are all unique individuals, constantly evolving, shaping and reshaping our identities.
A product is not just a tool to fix something; it is a symbol of the person we are trying to become.
The Coat That Never Ends—Why Do People Keep Buying More?
In conventional sales, if a person feels cold, buying a coat should solve the problem.
But in reality:
• Why do people own multiple coats?
• Why do they buy new ones even when their old ones still work?
• Why do people own several watches, shoes, or even multiple homes?
If products were only about functionality, one should be enough.
But in surreal selling, a product is not just a solution—it’s an emotional and psychological statement.
Identity Is in a Constant State of Becoming
A person’s identity is never static. We are always evolving, experimenting, and reshaping who we are. Every purchase is not just a transaction—it is a step towards becoming the version of ourselves that we imagine in our minds.
When someone buys a luxury watch, they’re not just buying a timepiece.
They’re buying the identity that comes with it—the sophisticated businessman, the adventurous traveler, the refined collector.
Surreal Selling does not see buying as the end of the journey, but as a step in the ongoing search for identity.
But I Know Someone Who Wears the Same Coat for Years!”
Someone might say: “Not everyone constantly buys new things! I know someone who has been wearing the same old coat for years.”
The answer: Because their identity is not tied to coats—but to something else.
🔹 They might be obsessed with collecting rare cameras.
🔹 They might buy dozens of high-end sneakers.
🔹 They might invest in properties or surround themselves with shelves full of books.
Everyone seeks their identity in different ways.
People don’t just buy products—they buy symbols of who they want to be.
🔹 Featured Research
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Surreal Selling: The Salesperson as a Mirror of the Customer’s Identity
A surreal salesperson does not push a product as a solution. Instead, they subtly reflect the customer’s internal journey, allowing them to see how the product fits into their evolving identity.
Customers don’t buy what you sell; they buy the version of themselves that they aspire to become.
And every purchase is just another step in their ongoing search for self-completion.
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.
