Be Aware of Flattery to Influence Purchases

Don’t be led down the primrose path. Good buyers are skeptics. That is, they don’t always accept what salespeople say without questioning it. The statements must be evaluated objectively because most salespeople have a tendency to make fallacious arguments. Here are some examples of common things salespeople say to try to convince you to buy their products.

Everybody is doing it (buying their product).

Not likely. Think about it. How do they know? Have they talked to everybody? How have they found out?

Don’t be left behind.

What does that mean? The implication is they will not sell it to you if you don’t buy now, or that there will be no product available. They will have more available if people want to buy.

Nothing else does what this does.

This is hardly ever true. There are nearly always substitutes, and often they are better.

We have no competition.

Same as the previous reason. It is likely there is something else available that will do the job even when there are patents.

Ours is the best or The others are worse.

Who says so? It may be the salesperson is the only person who thinks so or perhaps a few other gullible customers do.

You can’t afford not to buy.

How does the salesperson know what you can afford to do?

This will improve your operation.

Maybe, but does the salesperson really know enough about your operation to guarantee this.

You must buy now to get this deal.

Rarely true. This type of statement is made to prevent you from checking other suppliers and comparing offers.

It is against the law to ....

Frequently not true. Salespeople sometimes use this argument to deny your request, but don’t take the salesperson’s word. Check it out. Ask for the law that applies, and if any is given, read it carefully to see if it really applies to what you are asking.

You are the best negotiator or You are really smart.

Maybe true, maybe not. Don’t be misled by flattery.