In the era of the internet and social media, accessing information has become faster and easier than ever. Today, anyone can conduct thorough research on a product, read user reviews, compare prices, and even make a purchasing decision before stepping into a physical store or visiting an online shopping platform.
This is where the Surreal Selling Theory comes in, redefining the relationship between the seller and the customer. Instead of relying on traditional sales techniques, it focuses on understanding the customer’s identity and purchasing behavior to create a more effective and personalized sales approach.
Customer Classification in Surreal Selling Theory
Traditional customer classifications often rely on demographics or purchasing frequency. However, in the modern digital landscape, a new classification is needed—one based on how customers interact with information and make buying decisions.
Surreal Selling Theory categorizes customers into four main types:
1- The Confident Customer: The Decisive Buyer
This customer knows exactly what they want and has already completed their research. They have made their purchase decision before even entering the store or visiting the website.
For them, the buying experience is purely a formality—they simply need to confirm the details, take a final look at the product, and complete the transaction.
Example Scenario:
John has been researching smartphones for weeks. After watching numerous YouTube reviews and comparing different models, he has decided to buy the iPhone 15 Pro Max – 256GB – Titanium Blue. He walks into the store, approaches the salesperson, and asks: “Do you have this model in stock?” Once he gets confirmation, he heads straight to checkout.
Salesperson’s Role?
Almost none. The salesperson only needs to guide the customer to the product’s location or answer any last-minute technical questions. The sale is already closed in the customer’s mind.
2- The Hesitant Customer: The One Seeking Reassurance
This customer has an incomplete desire to buy—they know about the product and see its potential value, but they haven’t made a final decision yet.
The two key factors affecting their hesitation are:
• Financial Factor: Is this purchase a risky financial commitment, or is it a worthwhile investment?
• Knowledge Factor: Do they have enough information to make a confident choice, or do they need more clarity?
Example Scenario:
Emma is looking for a new laptop for freelance work, but she’s torn between the MacBook Air M2 and the Dell XPS 13. She asks the salesperson: “Which one is better?” The salesperson’s job here is not to impose an opinion but to guide Emma by explaining the pros and cons based on her specific needs.
Salesperson’s Role?
This is a golden opportunity for an expert seller. The goal is to educate, reassure, and guide the customer without pressuring them. Surreal Selling is about understanding the hesitation and filling the gaps in knowledge so the customer feels empowered to decide.
3- The Spontaneous Customer: The Impulse Shopper
This customer doesn’t necessarily need the product but buys based on interest or curiosity. They have sufficient knowledge about the category but are always on the lookout for something new.
Their purchase decisions are often influenced by:
• Special discounts or promotions.
• A new version of a product they already like.
• A unique alternative that aligns with their preferences.
Example Scenario:
Sam has been using an Apple Watch for years and wasn’t planning to upgrade anytime soon. However, while shopping, he spots a special discount on the Garmin Fenix 7X. Intrigued by the offer, he thinks: “Why not try something different?” and makes the purchase on the spot.
Salesperson’s Role?
The key is to capture this customer’s interest with compelling product highlights, exclusive offers, or limited-time deals that make the purchase feel like a unique opportunity rather than an impulsive decision.
4- The Visitor Customer: The Curious Explorer
This type of customer has no immediate intention to buy, but enjoys exploring stores and discovering new products.
For them, the shopping experience is about engagement and curiosity, rather than fulfilling a direct need. They like to see, touch, and test products but rarely make an immediate purchase.
Example Scenario:
Michael is passionate about cars, but he’s not planning to buy one anytime soon. Yet, he visits luxury car showrooms just to admire the latest models, sit inside, and experience the feel of different vehicles.
Salesperson’s Role?
The best approach is to engage with this customer in a relaxed, pressure-free manner. If the salesperson tries to force a sale, the customer will likely feel uncomfortable and leave. However, if they provide a pleasant and informative experience, this customer might return in the future when they’re ready to buy.
Final Thoughts: Surreal Selling as the Art of Reading Customers
In the digital era, sales is no longer about simply presenting a product and persuading customers to buy. Instead, it has evolved into a deep understanding of customer identities, behaviors, and decision-making processes.
A Surreal Seller doesn’t use the same approach for every customer—they adapt dynamically, ensuring each interaction is tailored to the individual’s mindset, knowledge level, and purchasing stage.
Mastering these customer types gives sellers a strategic advantage, transforming sales from a generic transaction into a personalized, seamless experience that builds trust and loyalty.
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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.
