Making an Enemy Is a Selling Strategy

Since establishing Rise2Pro.com in Nampa, Idaho, Todd Bailey has been the visionary for its direct sales team. Since moving to Idaho, Todd Bailey has become more interested in the psychology of selling.

Salespeople have traditionally looked for new and better techniques for converting prospects into sales, and a good deal of research has gone into learning what makes people part with their hard-earned cash. According to a study by social psychologist Henri Tajfel, people respond well to being divided into groups and defining another group as an enemy.

While this may sound extreme, it’s not about attacking your competitors, but helping your customers define themselves. Apple used this strategy effectively when it created the Mac vs. PC campaign. A clothing company may try to indicate that it is strictly for athletes, and while this may discourage some consumers from buying its apparel, others may like the distinction and take the opportunity to define themselves by their purchase.