Salesperson: “Okay, you’re not comfortable. Fair enough. Let me ask you just one question. Are you comfortable going to this lunch in the shoes you’re wearing now?”
(Pause. Look down. Look up. Pause. Look down. Look up. Pause…)
Me: “I’ll take them.”
Let me make it clear that the salesperson was not being slick or manipulative. The conversation was natural and comfortable, but there was an appropriate amount of pressure here—pressure I needed! I was not in a position to make the decision on my own. Otherwise, why would the salesperson need to be there? There are times when pushy or aggressive or assertive (whatever you want to call it) behavior will be in the customer’s best interest, and it would be just plain wrong to act in any other manner. Suppose a customer is seriously considering purchasing from a competitor who is offering a lower price, but you know in your heart that for this customer to do so would be a tremendous mistake. You have a moral obligation to be pushy!
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