Practical Sales Training™ > How To Lose The Sale > The Rhetoric Effect
What is it?
The Rhetoric Effect is all about not actually having an interactive conversation and talking AT your potential buyer, repeating the same words and phrases over and over.
Why does it work?
It works because it demonstrates a complete lack of respect for your potential buyer. Far from understanding your buyer and what they need, attempting to “steam roll” them with a one size fits sales pitch is a sure fire way to not only make them feel insignificant, it’s presumptive and may push them away too.
How can you use it?
If you really want to lose the sale, then don’t listen to your potential buyer, just wait for your turn to speak and get back to repeating why your offering is so amazing…
Imagine this scenario:
You’re on a call with a salesperson. You say:
“I’m just looking to get a feel for what you offer. I’m not ready to make a decision yet.”
But they reply with:
“What you need to understand is our solution is the best. It’s fast, efficient and affordable. Our clients love it. It’s fast, efficient and affordable. You won’t find anything better. Did I mention it’s fast, efficient and affordable?”
You try again:
“Sure, but I have a few specific needs…”
They interrupt:
“You won’t need to worry about that. This is fast, efficient and affordable. Let’s get you signed up.”
Why this fails:
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No listening
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Repeating the same tagline
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Zero relevance to your actual needs
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Makes the buyer feel invisible
Better approach:
Instead of treating your pitch like a script, turn it into a conversation. Ask questions. Reflect what your buyer says. Build a case based on them, not just you.
The Rhetoric Effect is a powerful reminder of what not to do. Don’t pitch at your buyers. Speak with them.
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