Hard vs Soft Selling When to Pitch and

Hard vs. Soft Selling When 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 n Examples (can use direct or indirect organization) – Direct mail/spam – Telemarketers – QVC

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

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

Communication Matters Discussion n 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 n Best Commercial in Europe n Super bowl 2008 – The Interview – Hank the Clydesdale – Bridgestone – Thrillicious n Movie: The Italian Job

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

The Soft Sell n Substantiates claims (more show, less tell) n 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 n Seduction – Interesting – Entertaining – Piques curiosity – Relevant – Vivid – Compelling – Insidious – Evokes positive images/emotions

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

Why Seduction? n n 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 n ‘Victims’ are willing and happy n Rarely resent manipulation because of perceived gain/pleasure

Hard Sell and Soft Sell Choose Hard Sell When n n 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 n n n 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)

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

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

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

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

Discussion n High school office elections – Hard sell candidate examples? – Soft sell candidate examples?

Seduction of the Masses Key Components 1. 2. 3. 4. 5. 6. 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

1. Appear as News n n n n 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 Toyota Hold attention long enough to hook Parks Itself them (controversy, scandal, etc)

2. Stir Basic Emotions n n n n 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

3. Make the Medium the Message n n n 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 Example: Political Campaign Commercials them to see your manipulation

4. Speak the Target’s Language n n n Seem equal, on intimate terms, one of the folks, a friend Carmine Gallo: Show you understand them, Command a Room 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)

5. Start a Chain Reaction n n n 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

6. Tell People Who They Are n n 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 n Use as many media as possible to create a total environment for their perceptions n Make your image part of the atmosphere n

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

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