High-pressure sales tactics can make saying “yes” to a sale the easiest way to end a stressful interaction. Companies rely on these often annoying approaches precisely because they work, but awareness of these tactics can help rob them of some of their power.
Endless Chatter
Interrupting a long monologue is challenging, particularly if the talker is friendly or the listener doesn’t want to be rude. Some stores encourage their sales representatives to keep talking, forcing the customer to be extremely assertive when saying no. The salesperson may have a script, or a list of predetermined responses to every conceivable objection. For example, “The New York Times” reports that Staples instructs its employees to force a consumer to say “no” to a warranty three times before dropping the issue.
Emotional Manipulation
Salespeople frequently rely on emotional manipulation to pressure consumers into buying a product. A representative for a work-at-home company, for example, might ask you to make a list of the ways working from home could change your life, encouraging you to become emotional and therefore vulnerable to a pitch about how you should buy the company’s start-up kit. Salespeople can also rely on individual emotional cues. If you seem anxious, for example, the sales pitch might focus on how a product provides safety or security.