The Soft Sell
Some products and services don't require selling techniques. The buyer only needs some guidance in making the selection. Many buyers appreciate this approach and prefer to purchase through salespeople who use what's called the soft sell.
“We've sold a number of those widgets in the last week.”
“Is this feature one that you are looking for in a widget?”
“I bought one for myself and am very happy with it.”
“If you're giving this to children, I'd recommend the model 89 that has brighter colors; it actually costs less.”
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Soft selling uses statements or questions to suggest a conclusion. There is no coercion. You state a relevant fact and give the buyer room to make the decision. Soft selling is especially effective when buyers expect a hard sell (see below). It can be disarming and develop a relationship of trust that salespeople need to help buyers make appropriate purchases.
