Hard vs. Soft Selling When to Pitch and When to Seduce

Hard vs. Soft SellingWhen to Pitch and When to Seduce Sources:The Art of Seduction by Robert Greene Soft Selling in a Hard World by Jerry Vass Why Business People Speak Like Idiots by Brian Fugere

The Hard Sell • Examples (can use direct or indirect organization) • Direct mail/spam • Telemarketers • QVC

The Hard Sell • Aggressive (one-way communication, command language) • Inflated claims, (miracle cure, best-in-class, best-kept secret) • Dwells on positive (spin) • Sense of urgency (“Buy now!”) • Obvious

Pros Easy formula Mass produce-able No need for audience input Works often enough to offset cost (in some situations) Cons Erodes trust Boring, predictable Low audience connection High rejection rate Hard to differentiate The Hard Sell

Communication Matters Discussion • The Art of Persuasion • The author comments “It’s about relationships.” How do you create a relationship with your audience in a short speech?

The Soft Sell Examples • Best Commercial in Europe • Super bowl 2008 • The Interview • Hank the Clydesdale • Bridgestone • Thrillicious • Movie: The Italian Job

The Soft Sell • Low-key, low urgency • Assertive, confident • Audience focused/tailored • Direct or indirect organization • Listening, asking questions • Solving problems, meeting needs

The Soft Sell • Substantiates claims (more show, less tell) • Demonstrates respect and trust • Listens to audience needs/concerns/objections • Allows audience to come to their own conclusions, doesn’t force-feed • More direct with negative information, no spin

The Soft Sell: Key Component • Seduction • Interesting • Entertaining • Piques curiosity • Relevant • Vivid • Compelling • Insidious • Evokes positive images/emotions

Pros: Relationship building Trust/credibility Respect/likeability High % success Cons: Requires seller with higher level of inter-personal skills and EQ Requires more time and effort from seller Pre sale research During sale listening, probing, adapting The Soft Sell

Why Seduction? • People hate to be sold to, but love to buy • The less you seem to be selling, the better • People like an idea better when they think its their own • Reality check: business is usually boring • Make it interesting and attract success and followers • Use relevant stories, personal commentary, unique/creative approaches

Power of Seduction • ‘Victims’ are willing and happy • Rarely resent manipulation because of perceived gain/pleasure

Choose Hard Sell When Product is temporary, limited/one-time use Seller is temporary (door-to-door, tele-marketer, con) Buyer is temporary (tourist, newcomer, inexperienced) Sense of crisis Supply exceeds demand (surplus) Choose Soft Sell When Product has repeated use Seller is permanent Buyer is stable/familiar No crisis or urgency Established corporation, name-brand Demand exceeds supply (shortage) Conditioning propaganda (image/opinion building) Hard Sell and Soft Sell

Hard Sell Talk Tell Sell Pitch Leave Soft Sell Listen Ask Solve Probe Close Selling to One/Few

Soft Selling to One/Few For more information: • Why Business People Speak Like Idiots by Brian Fugere • Soft Selling in a Hard World by Jerry Vass

Seduction of the Masses • Goals • influence, votes, attention • Degree of tension • more diffuse and soft • Method • constant/repeated titillation to fascinate with what you’re offering

Direct Sell Candidate State your case strongly, directly Provide details (talents, ideas, contrast to alternative) with expert corroboration Tout achievements, results, Induce fear (don’t ignore me) Aggressive  resistance, distrust, grating/irritating Seduction/Soft Sell Candidate Bring pleasure, create a + atmosphere around name Never seem to be selling, let entertainment take center stage (e.g. elixir sales, 17th century) Focus on selling lifestyle, mood, adventure, hipness, rebellion (not self) Attributive  good feelings, trust rubs off from message to you Selling to the MassesDirect Sell vs. Seduction/Soft Sell

Discussion • High school office elections • Hard sell candidate examples? • Soft sell candidate examples?

Seduction of the Masses Key Components • Appear as news, never as publicity • Stir basic emotions • Make the medium the message • Speak the target’s language – be chummy • Start a chain reaction – everyone’s doing it • Tell people who they are Source: Art of Seduction by Robert Greene

Appear as News • Don’t make first appearance in an ad • Manufacture an event or attention-getting situation  media picks up as news • Orchestrate carefully, create dramatic impact • Conceal real purpose (selling self) at all costs • Increases credibility • Increases differentiation/visibility • Hold attention long enough to hook them (controversy, scandal, etc) Toyota Parks Itself

Stir Basic Emotions • Never use rational, direct argument • Aim for the heart, not the head • Design words, images  lust, safety, patriotism, values • Insinuate your true message • Surround yourself with emotional magnets (war heroes, children, saints, small animals) • Bring emotionally positive associations to mind • Never leave creation/definition of associations to chance Video: Music Man

Make the Medium the Message • Pay more attention to form than content • Images are more seductive than words • Images retained longer • Create a hypnotic effect  make people feel happy, sad • More distracted people are by visual cues, the harder it is for them to see your manipulation Example: Political Campaign Commercials

Speak the Target’s Language • Seem equal, on intimate terms, one of the folks, a friend • Show you understand them, share their spirit, language • To earn trust - use selective honesty, strategic weakness • Complicated words/ideas, too many stats  fatal • Avoid appearing superior, smug (but make competitors appear) Carmine Gallo: Command a Room

Start a Chain Reaction • People desired by others are more seductive • Act as if you have already excited crowds, and are vanguard of a new trend, lifestyle • Spread your image so it appears everywhere • Create a viral effect, no one wants to be left out • Act like a trend to become one • Easiest and most seductiveway to sell

Tell People Who They Are • Do not argue ideas  increased resistance • Change identity, perception of reality • Create an image they will want to assume • Make them dissatisfied with current status • Change their perception of the world outside them • Use as many media as possible to create a total environment for their perceptions • Make your image part of the atmosphere

Lack of clarity Lack of objectivity Lack of truth? Soft Selling: Ethical Issues

Soft Sell Speech • Assignment Instructions • Disney DVD • Example student presentations

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Hard vs. Soft Selling When to Pitch and When to Seduce