1. 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

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

3. 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

4. The Hard Sell 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

5. 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?

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

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

8. 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

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

10. The Soft Sell Pros: Relationship building High % success Cons:
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

11. 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

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

13. Hard Sell and Soft Sell Choose Hard Sell When Choose Soft 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)

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

15. 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

16. 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

17. Selling to the Masses Direct Sell vs. Seduction/Soft Sell
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

18. Discussion High school office elections Hard sell candidate examples?
Soft sell candidate examples?

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

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

27. Soft Sell Speech Assignment Instructions Disney DVD
Example student presentations

28. The End