Be rude to sell more

Nope, that title is not clickbait.

It's actually, literally science.

Heck, it's 4X science, first published back in 2014 by the Journal of Consumer Research.

Sidebar: This pertains to retail sales. When I was slinging test & measurement to Google back in 2010, I don't think I would've sold a 7-figure deal if I was insulting the seven engineers, mostly international PhDs, at the closing table. So keep that in mind as you read this but...you can push back on bullies and call them and not allow anyone to push you around in sales, which is one of the 7 Deadly Sins of Selling, i.e., "Equating Selling With Begging," but that's a topic for another day.

Before I get wonky on ya, check out this shopping scene from "Pretty Woman," which was made in 1990! (Ugh.) 

"Ahh...Wes, you just proved yourself wrong with that video. Those snobby saleswomen lost the sale to Julia Roberts."

Oh, good grief!

A) It's a movie.

B) How dare you criticize ANYTHING Julia Roberts does, and

C) It proves one of the main points of the studies, which is

"...when they are rejected in real life,...a person's desire for brand affiliation and willingness to purchase and display the item actually increases."

Julia Roberts was thrilled to show off her purchases and strut her stuff because we want what we can't have. (Keep that in mind. It'll come up in a minute.)

We'll work hard to get something we've been told is out of our reach or too good for us, etc., and the study discovered that consumers who experienced dismissive or condescending treatment from salespeople at luxury stores reported an increased desire to purchase those brands.

And check this out: This effect was particularly pronounced among consumers who aspired to align themselves with the brand’s image.

What is your brand image? Who are you attracting into your sphere of influence? How do you conduct yourself when you're with an ideal prospect?

"Results showed that people are more responsive to rejection from salespeople who represent luxury brands than from salespeople who represent less-aspirational brands that are both more affordable and accessible to most consumers."

Again, we want what we can't have or what is rare or perceived as rare.

So, how can you "flip the script" as a salesperson and become the hunted/chased instead of the pursuer?

Flip The Script: Become The Prize

Selling is dating, and dating is selling.

Heck, when two or more people are gathered...a sale is made.

That's life.

The girl needs to play a little bit hard to get, or the boy won't appreciate her. 

Likewise, in the right situation, the right salesperson selling the right product can actually increase his or her sales by actually talking down a bit to the prospect.

Yes, you read that right.

Be Rude To Increase Sales

"Wes, clearly, you've had too much of that boiled custard that TeeJ Mercer sent you for Christmas. Maybe you should go lie down for a bit. It seems you have forgotten that people buy from people they know, LIKE, and trust! Where's my 'back' button on this computer?"

WAIT!

Before you go clicking away, allow me to explain...and quote my source.

That's right.

This isn't some harebrained idea I got while sipping brown liquid and binge-watching Netflix.

Nope.

This is verified information that was published in the Journal of Consumer Research in 2014.

According to a study conducted by Sauder Marketing Professor Darren Dahl at the University of British Columbia entitled, "Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand," consumers who get a little snobbish treatment at high-end retailers can actually become more willing to purchase and wear more expensive clothing.

(See. I DIDN'T drink too much boiled custard! Well...actually, I did. But it DIDN'T hurt my cognitive abilities.)

Only The Best Can Be Rude...and Only For A Little While

Now, before you go off half-cocked and unload on your prospects and browsers, note the nuances in the study, namely:

• You need to walk the talk
• You'd better be seen as a luxury brand
• This can and does fade over time 
• It can also apply to attracting people to join an "in-group" 

In other words, playing a little hard to get may help you grow your sales and/or stick to a higher price if you are considered a leader in your space and you do it right. 

How do you apply this appropriate amount of rudeness to grow your sales?

Maybe you don't.

However, maybe you can apply a form of this—reverse psychology or the old school "takeaway" close—to your tougher prospects and see if you can't get them to see things your way and order without putting up such a fight. 

What do you have to lose?

If you'd like a little help with this and 1,001 other sales ideas, check out the Inner Circle. You get lifetime access to the material and our private group for real-time support. 

That is...if you're good enough for my program.