High Pressure vs. Low Pressure Selling Styles

By Jeff Shore

I often hear salespeople say, “I’m not a high-pressure salesperson – I just want to help people purchase.” Conversely, I rarely hear a salesperson say, “I’m a very high-pressure salesperson – I just want to manipulate people into buying a home they don’t want.”

If you ask most salespeople about selling styles, they will suggest two classifications: high-pressure and low-pressure.

We’re missing an entire group: “no-pressure salespeople.” The fact is that many who would otherwise call themselves “low-pressure” are reticent to apply pressure of any kind. They are information providers and polite helpers, but no evidence of pressure exists.

I think the word “pressure” tends to make people uncomfortable. It is generally perceived as unfavorable and understandably so. Pressure can mean pushing or at least nudging. I fear that a nudge from me seems like a shove to you.

There is a straightforward answer to all of this, and it comes in the form of a new category: customer-centric pressure. Might I apply pressure in the sales presentation? I might…when doing so would be in the best interest of my customer! That is the difference between helping and manipulating.

Sometimes that customer desperately needs your persuasion. If they see you as a trusted resource in the decision-making process, what harm is being done? Would you not persuade your best friend to do something in their best interest? Of course, you would.

Get over the idea that you are forbidden from encouraging your customer to do what is in their best interest. 

Get into customer-centric pressure. Get into changing their world!