Hard vs. Soft SellingHard vs. Soft SellingWhen to Pitch and When to When to Pitch and When to

SeduceSeduce

Sources: The Art of Seduction by Robert GreeneSoft Selling in a Hard World by Jerry Vass

Why Business People Speak Like Idiots by Brian Fugere

The Hard SellThe Hard Sell Examples (can use direct or Examples (can use direct or

indirect organization)indirect organization)– Direct mail/spamDirect mail/spam– TelemarketersTelemarketers– QVCQVC

The Hard SellThe Hard Sell Aggressive (one-way Aggressive (one-way

communication, communication, command language)command language)

Inflated claims, (miracle cure, Inflated claims, (miracle cure, best-in-class, best-kept secret)best-in-class, best-kept secret)

Dwells on positive (spin)Dwells on positive (spin) Sense of urgency (“Buy now!”)Sense of urgency (“Buy now!”) ObviousObvious

The Hard SellThe Hard SellProsPros Easy formulaEasy formula Mass produce-ableMass produce-able No need for No need for

audience inputaudience input Works often Works often

enough to offset enough to offset cost (in some cost (in some situations)situations)

ConsCons Erodes trustErodes trust Boring, predictableBoring, predictable Low audience Low audience

connectionconnection High rejection rateHigh rejection rate Hard to Hard to

differentiatedifferentiate

Communication Matters Communication Matters DiscussionDiscussion

The Art of PersuasionThe Art of Persuasion– The author comments “It’s about The author comments “It’s about

relationships.” How do you create a relationships.” How do you create a relationship with your audience in a relationship with your audience in a short speech?short speech?

The Soft SellThe Soft SellExamplesExamples Best Commercial in EuropeBest Commercial in Europe Super bowl 2008Super bowl 2008

– The InterviewThe Interview– Hank the ClydesdaleHank the Clydesdale– BridgestoneBridgestone– ThrilliciousThrillicious

Movie: The Italian JobMovie: The Italian Job

The Soft SellThe Soft Sell

Low-key, low urgencyLow-key, low urgency Assertive, confidentAssertive, confident Audience focused/tailored Audience focused/tailored

– Direct or indirect organizationDirect or indirect organization– Listening, asking questions Listening, asking questions – Solving problems, meeting needsSolving problems, meeting needs

The Soft SellThe Soft Sell Substantiates claims Substantiates claims

(more show, less tell)(more show, less tell) Demonstrates respect and trustDemonstrates respect and trust

– Listens to audience Listens to audience needs/concerns/objectionsneeds/concerns/objections

– Allows audience to come to their Allows audience to come to their own conclusions, doesn’t force-own conclusions, doesn’t force-feedfeed

– More direct with negative More direct with negative information, no spininformation, no spin

The Soft Sell: Key The Soft Sell: Key ComponentComponent

SeductionSeduction– InterestingInteresting– EntertainingEntertaining– Piques curiosityPiques curiosity– RelevantRelevant– VividVivid– CompellingCompelling– InsidiousInsidious– Evokes positive images/emotionsEvokes positive images/emotions

The Soft SellThe Soft SellPros:Pros: Relationship Relationship

buildingbuilding– Trust/credibilityTrust/credibility– Respect/likeabilityRespect/likeability

High % successHigh % success

Cons:Cons: Requires seller with Requires seller with

higher level of inter-higher level of inter-personal skills and personal skills and EQEQ

Requires more time Requires more time and effort from sellerand effort from seller– Pre sale research Pre sale research – During sale listening, During sale listening,

probing, adaptingprobing, adapting

Why Seduction?Why Seduction? People hate to be sold to, People hate to be sold to,

but love to buybut love to buy The less you seem to be The less you seem to be

selling, the betterselling, the better People like an idea better People like an idea better

when they think its their ownwhen they think its their own Reality check: business is Reality check: business is

usually boringusually boring– Make it interesting and attract Make it interesting and attract

success and followerssuccess and followers– Use relevant stories, personal Use relevant stories, personal

commentary, unique/creative commentary, unique/creative approachesapproaches

Power of SeductionPower of Seduction

‘‘Victims’ are willing Victims’ are willing and happyand happy

Rarely resent Rarely resent manipulation manipulation because of perceived because of perceived gain/pleasuregain/pleasure

Hard Sell and Soft SellHard Sell and Soft SellChoose Hard Sell Choose Hard Sell

WhenWhen Product is temporary, Product is temporary,

limited/one-time use limited/one-time use Seller is temporary Seller is temporary

(door-to-door, tele-(door-to-door, tele-marketer, con)marketer, con)

Buyer is temporary Buyer is temporary (tourist, newcomer, (tourist, newcomer, inexperienced)inexperienced)

Sense of crisisSense of crisis Supply exceeds Supply exceeds

demand (surplus)demand (surplus)

Choose Soft Sell WhenChoose Soft Sell When Product has repeated Product has repeated

useuse Seller is permanentSeller is permanent Buyer is stable/familiarBuyer is stable/familiar No crisis or urgencyNo crisis or urgency Established corporation, Established corporation,

name-brandname-brand Demand exceeds supply Demand exceeds supply

(shortage)(shortage) Conditioning propaganda Conditioning propaganda

(image/opinion building)(image/opinion building)

Selling to One/FewSelling to One/FewHard SellHard Sell TalkTalk TellTell SellSell PitchPitch LeaveLeave

Soft SellSoft Sell ListenListen AskAsk SolveSolve ProbeProbe CloseClose

Soft Selling to One/FewSoft Selling to One/FewFor more information:For more information: Why Business People Why Business People

Speak Like Idiots by Speak Like Idiots by Brian FugereBrian Fugere

Soft Selling in a Hard Soft Selling in a Hard World by Jerry VassWorld by Jerry Vass

Seduction of the MassesSeduction of the Masses Goals Goals

– influence, votes, influence, votes, attentionattention

Degree of tension Degree of tension – more diffuse and softmore diffuse and soft

Method Method – constant/repeated titillation to constant/repeated titillation to

fascinate with what you’re fascinate with what you’re offeringoffering

Selling to the MassesSelling to the MassesDirect Sell vs. Seduction/Soft Direct Sell vs. Seduction/Soft

SellSellDirect Sell CandidateDirect Sell Candidate State your case strongly, State your case strongly,

directlydirectly Provide details (talents, Provide details (talents,

ideas, contrast to ideas, contrast to alternative) with expert alternative) with expert corroborationcorroboration

Tout achievements, Tout achievements, results, results,

Induce fear Induce fear (don’t ignore me)(don’t ignore me)

Aggressive Aggressive resistance, resistance, distrust, grating/irritatingdistrust, grating/irritating

Seduction/Soft Sell Seduction/Soft Sell CandidateCandidate

Bring pleasure, create a + Bring pleasure, create a + atmosphere around nameatmosphere around name

Never seem to be selling, Never seem to be selling, let entertainment take let entertainment take center stage (e.g. elixir center stage (e.g. elixir sales, 17sales, 17thth century) century)

Focus on selling lifestyle, Focus on selling lifestyle, mood, adventure, hipness, mood, adventure, hipness, rebellion (not self)rebellion (not self)

Attributive Attributive good good feelings, trust rubs off feelings, trust rubs off from message to youfrom message to you

DiscussionDiscussion High school office electionsHigh school office elections

– Hard sell candidate examples?Hard sell candidate examples?– Soft sell candidate examples?Soft sell candidate examples?

Seduction of the MassesSeduction of the Masses Key Components Key Components

1.1. Appear as news, never as publicityAppear as news, never as publicity2.2. Stir basic emotionsStir basic emotions3.3. Make the medium the messageMake the medium the message4.4. Speak the target’s language – be Speak the target’s language – be

chummychummy5.5. Start a chain reaction – Start a chain reaction –

everyone’s doing iteveryone’s doing it6.6. Tell people who they areTell people who they are

Source: Art of Seduction by Robert Greene

1.1. Appear as NewsAppear as News Don’t make first appearance in an Don’t make first appearance in an

adad Manufacture an event or Manufacture an event or

attention-getting situation attention-getting situation media picks up as newsmedia picks up as news

Orchestrate carefully, Orchestrate carefully, create dramatic impactcreate dramatic impact

Conceal real purpose Conceal real purpose (selling self) at all costs(selling self) at all costs

Increases credibilityIncreases credibility Increases differentiation/visibilityIncreases differentiation/visibility Hold attention long enough to hook Hold attention long enough to hook

them (controversy, scandal, etc)them (controversy, scandal, etc)

Toyota Parks Itself

2.2. Stir Basic EmotionsStir Basic Emotions Never use rational, direct Never use rational, direct

argumentargument Aim for the heart, not the headAim for the heart, not the head Design words, images Design words, images

lust, safety, patriotism, values lust, safety, patriotism, values Insinuate your true messageInsinuate your true message Surround yourself with emotional Surround yourself with emotional

magnets (war heroes, children, magnets (war heroes, children, saints, small animals)saints, small animals)

Bring emotionally positive Bring emotionally positive associations to mindassociations to mind

Never leave creation/definition Never leave creation/definition of associations to chanceof associations to chance Video:

Music Man

3.3. Make the Medium the Make the Medium the MessageMessage

Pay more attention Pay more attention to form than contentto form than content

Images are more Images are more seductive than wordsseductive than words

Images retained longer Images retained longer Create a hypnotic effect Create a hypnotic effect

make people feel happy, make people feel happy, sadsad

More distracted people are More distracted people are by visual cues, the harder it by visual cues, the harder it is for them to see your is for them to see your manipulationmanipulation

Example: Political Campaign Commercials

4.4. Speak the Target’s Speak the Target’s LanguageLanguage

Seem equal, on intimate terms, Seem equal, on intimate terms, one of the folks, a friendone of the folks, a friend

Show you understand them, Show you understand them, share their spirit, languageshare their spirit, language

To earn trust - use selective To earn trust - use selective honesty, strategic weaknesshonesty, strategic weakness

Complicated words/ideas, too Complicated words/ideas, too many stats many stats fatal fatal

Avoid appearing superior, smug Avoid appearing superior, smug (but make competitors appear)(but make competitors appear)

Carmine Gallo: Command a Room

5.5. Start a Chain ReactionStart a Chain Reaction People desired by others are more People desired by others are more

seductiveseductive Act as if you have already excited crowds, Act as if you have already excited crowds,

and are vanguard of a new trend, lifestyleand are vanguard of a new trend, lifestyle Spread your image so it Spread your image so it

appears everywhereappears everywhere Create a viral effect, Create a viral effect,

no one wants no one wants to be left outto be left out

Act like a trend Act like a trend to become oneto become one

Easiest and most Easiest and most seductiveway to sellseductiveway to sell

6.6. Tell People Who They AreTell People Who They Are Do not argue ideas Do not argue ideas increased increased

resistanceresistance Change identity, perception of realityChange identity, perception of reality Create an image they will want to Create an image they will want to

assumeassume Make them dissatisfied with current Make them dissatisfied with current

statusstatus Change their perception Change their perception

of the world outside themof the world outside them Use as many media as possible Use as many media as possible

to create a total environment to create a total environment for their perceptionsfor their perceptions

Make your image part of the Make your image part of the atmosphereatmosphere

Soft Selling: Ethical IssuesSoft Selling: Ethical Issues Lack of clarityLack of clarity Lack of objectivityLack of objectivity

Lack of truth?Lack of truth?

Soft Sell SpeechSoft Sell Speech Assignment InstructionsAssignment Instructions Disney DVDDisney DVD Example student Example student

presentationspresentations