In a rapidly changing world, selling is no longer what it used to be. The customer no longer enters a store as if wandering through a jungle without a map.
Today’s buyer carries a mental oriented device, already knowing what they want, where to find it, and how much it should cost. This shift in consumer behavior did not happen by chance, it is the natural result of an information explosion and the evolution of communication tools.
The scene has changed, and the game is now in the hands of the customer. In response, a new philosophy of selling has emerged: Surreal Selling.
The Guided Customer: The Master of Information
Let’s start here. In developed countries, studies show that more than 80% of consumers do not make purchasing decisions randomly. They conduct thorough research beforehand comparing prices, reading reviews, watching product videos, and asking questions in forums and online groups.
These are the guided customers, individuals who control their shopping journey long before stepping into any store (if they do at all).
The Impulsive Buyer: A Trace of a Fading Era
On the other hand, a still-existing, yet shrinking, segment of buyers does not follow this pattern. These individuals roam from store to store, driven by curiosity or a spontaneous desire, and might return home with an unexpected purchase, or empty-handed.
We call them impulsive buyers. They are more common in societies where technology hasn’t yet deeply penetrated everyday life. While their behavior may seem simple, engaging with them also requires a special kind of awareness and adaptability.
Between These Two Types, the Surreal Seller Emerges
Whether the buyer is well-informed or driven by instinct, the role of the seller in the philosophy of Surreal Selling remains the same:
The seller does not hold the steering wheel… but simply becomes the compass.
The surreal seller does not dictate, impose, or pressure. Instead, they accompany, listen, and create an atmosphere in which the customer feels fully in control, while gently receiving subtle, precise guidance.
The image of the seller as a GPS is not just a metaphor; it is the very heart of the surreal selling concept. The device doesn’t yell at the driver or force a route. It simply says:
“If you want to reach your destination efficiently, here’s the recommended way.”
The final decision? Always in the driver’s hands.
And that’s exactly how the surreal seller behaves.
A Real-Life Example
A customer walks into a clothing store, smartphone in hand, already browsing a product they liked online.
Customer: “Hi, do you have this exact shirt? I saw it on a comparison site, and it had great reviews.”
A traditional salesperson might reply: “Yes, we have it. The price is X.”
But the surreal seller pauses, makes eye contact, and says:
“Yes, we do, it’s a great shirt. Would you like to see a similar model in the same quality that’s even more comfortable for summer, especially if you move around a lot?”
At that moment, the seller doesn’t reject the customer’s choice or push a replacement. Instead, they open a new window of possibility based on a potential hidden need.
The customer, who still feels in charge, may smile and say:
“Sure, show me what you’ve got.”
And just like that, the journey begins together.
Conclusion: The Compass That Never Seeks Control
Surreal selling is not about tricks or pressure. It’s about presence and awareness the kind that understands the buyer today isn’t just looking for a product, but for an experience that gives them confidence and autonomy.
The surreal seller doesn’t chase the customer or run ahead. They walk beside them silently like a mirror, a guide, a compass that gently points the way… and then goes quiet.
And in a time when marketplaces have become mazes of overwhelming choices, this quiet compass is exactly what today’s customer needs to feel safe, empowered and eager to return.
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Uniqueness, lies in being different despite our similarities, and similar despite our differences
Zouhair Mahmoud
Creator of the Surreal Selling Theory
Redefining how professionals approach sales through creativity and psychology