When Persuasion Becomes Deception: Where Should Salespeople Draw the Line?

As a salesperson, your biggest challenge is defeating the voice in your buyer’s head that says “don’t do it.”

We all have that voice. Let’s say you walk into a store and find the perfect pair of expensive noise-cancelling headphones.

You pick them up, try them on, and then…this voice goes off inside your head:

• “I really want these.”
• “They look awesome on me.”
• “Do I really need them?”
• “My wife would kill me.”
• “It’s fine. I should just use the ones I have.”

[Puts headphones back. Walks out of store.]

Within seconds, you rationalize your way out of buying the headphones, opting for the more “responsible” choice of leaving the store and going home.

To circumvent that resistance, marketers like me add a few words to the sign above the headphones. Things like:

• “50% off”
• “Two-day sale”
• “Only four more left!”

These words immediately shift your mental chatter. Your resistance goes from “my wife would kill me” to “This is a fantastic deal! I would need to get these right now.”

And it works. When you use things like scarcity, urgency, and exclusivity, you hijack the brain’s rational decision-making abilities and get people to take action.

The use of persuasion levers like those above can make people a bit uncomfortable. They might think we’re being “deceptive.” But we aren’t.

The art and science of convincing someone to buy something is persuasion. But “persuasion” and “deception” are not the same thing.

If you’ve ever felt “icky” about what it takes to close a sale, it’s likely because you’re conflating these two very different activities.

Here’s how persuasion and deception are different—and why becoming a master persuader can be a good thing.

Table of Contents

• What is persuasion in sales?
• What’s deception in sales?
• Deception vs. persuasion: how to tell the difference
• How to sell without being manipulative
• Steer clear of these 5 sales manipulation tactics

What is persuasion in sales?

Persuasion entails pulling persuasion levers to encourage someone to act in their own best interest. You can think of it as taking someone from “interested, but maybe later” to “must have this now!!” (In sales parlance, it takes them from “consideration” to “purchase.”)

Here are some examples of effective persuasion levers:

• Adding a deadline or expiration date to an offer
• Using social proof, like testimonials or case studies
• Providing a discount after you’ve shown the full price
• Creating and leveraging badge value

These are all effective persuasion tactics that influence perception and encourage people to take action.

Let’s say you want to start exercising and get healthy. You could start tomorrow by going outside and going for a run.

But most people don’t. Instead, they’ll drive up to 20 minutes and pay hundreds of dollars to use a treadmill. And when you ask them why, they’ll say things like:

• “I like to watch TV shows.”
• “I like running into people I know at the gym.”
• “I run faster when I can control the speed.”

These are all rationalizations for the cost of gym membership. We tend to follow through on things we spend money on and devalue things we get for free.

Which means: If you want to encourage someone to exercise more, make them pay for it. (Otherwise, they won’t do it.)

I call this the Surprising Upside of Persuasion. Persuasion causes people to take action on things that are in their own best interest—like exercise.

Now, let’s say that gym is offering a “6-Pack Abs Bundle” that promises washboard abs in under three weeks.

That’s where persuasion becomes deception.

See the difference?

What’s deception in sales?

• “Lose 30 pounds in one week!”
• “Become a WordPress master without learning code!”
• “Gets rid of wrinkles”
• “Delicious meals in under 30 minutes—with no processed ingredients!”

The only meal that takes less than 30 minutes to prepare is cereal (or something you’ve defrosted…and it definitely has processed ingredients). The point is: People might feel uncomfortable with sales because it seems too “persuasive,” but persuasion isn’t the problem. Deception is.

Deception is when you are consciously deceiving someone.

It’s when you promise something you can’t deliver, offer a result that isn’t possible, or sell someone something you told them was great, when it’s definitely not great.

Related: The 4 kinds of promises you should never make to customers

The key difference is that deception has to do with the offer. You find deception in the claims you make and the benefits you promise—not in how you close the sale (that’s persuasion).

If you’re selling something that does not do what you say it does, then you’re being deceptive.

If you’re nudging someone to buy something they already want (and will add value to their lives), that’s persuasion.

TL;DR: Deception is a lie, persuasion is a tool.

Deception vs. persuasion: how to tell the difference

A good way to tell the difference if you’re unsure is to notice your own mental chatter.

If you’re thinking things like:

• “Ugh the offer doesn’t actually close in four days, I could theoretically open it back up for them in a week.”
• “I don’t want to brag about myself/the offer and this feels like bragging”
• “I’m being annoying”

You’re in the persuasion camp. These things are kosher.

For example, if you’ve won a lot of awards or have impressive credentials and feel like you’re “showing off” by highlighting them, that’s discomfort with persuasion.

Highlighting your accolades is a useful credibility indicator—it’s not deceptive and it’s not evil. It’s helpful. It helps your customers know they can trust you.

Alternately, if you’re thinking things like:

• “It’s fine, everyone does this.”
• “I’ve never used the product, so I have no idea if this stuff is true…but people seem to like the product.”
• “I really need this commission. If this prospect doesn’t buy, I’m screwed.”
• “No one will know if I doctor this testimonial. I’ll replace it when…”

You’re likely in the deception camp.

Claiming ignorance, rationalizing, and justifying bad behavior to yourself are all indicative of deception.

A general rule of thumb I like to use is if you have to ask, the answer is probably “yes, this is deception.”

The good news is, there is no need to violate ethical boundaries if you want to sell effectively.

Sales works best when you’re telling the truth. In fact, honest selling tactics are the most effective. If you are providing true value to people on the opposite end of the exchange, then there’s no reason to resort to unethical means of selling.

To quote the master of direct sales himself, David Ogilvy, “The customer isn’t dumb, she’s your wife.” Deceiving her might work once, but it won’t work twice. Deception isn’t good for you, it’s not good for your customers, and it’s certainly not good for your business.

If you want to sell more and sell effectively, tell the truth about how incredible your product is. And use persuasion to amplify that truth to entice people to take action today.

How to sell without being manipulative

You can make sales without resorting to manipulation or deceit. You can empower your prospects to make informed decisions using honest and transparent techniques. Here are some effective strategies to promote authenticity and build trust without using sales manipulation tactics.

Empowering through education

Teaching customers what quality means helps them become more confident and independent when it’s time for them to purchase.

For instance, consider a high-end handmade bag priced at $200 versus a $90 fast-fashion alternative. If a customer cannot recognize the differences, they will likely choose the cheaper option. But when you tell them that your bag is made from durable materials and top-of-the-line workmanship, they will begin to appreciate the value and benefits offered by the higher price. This level of transparency creates trust, and you can sell without deceit.

Focusing on value

Instead of focusing on product features, consider what makes your product or service unique. Listen actively and pose targeted questions, which is one key to understanding the specific needs and concerns of customers for your product. This approach is very appealing to products that have a greater demand in terms of cost or effort.

Mitigating customer concerns

Potential customers may hesitate due to perceived risks associated with a product. There is always room for improvement with our products and services, and downsides scare off your prospects even though they are irrelevant to their needs. To address these concerns, take responsibility for ensuring that the product meets their hopes and expectations. Ensure you’ll make up for unkept promises with a customer-friendly return policy.

Leveraging customer feedback

Customer feedback gives insight into the experiences and expectations that customers will bring to your product or service. Use this information to refine your sales approach and your offerings further. This helps demonstrate that you value their input and build customer loyalty and trust.

Steer clear of these 5 sales manipulation tactics

And here are a few tactics to avoid that could be manipulative and end up costing you customers:

1. Avoid false or exaggerated claims

Outrageous promises that sound too good to be true—like “Make Tons of Money in Just 3 Months!”—can damage trust. You want to highlight the benefits of your services, but misleading claims can backfire. Instead, focus on transparency and share authentic customer success stories.

2. Say no to artificial scarcity

Creating fake scarcity, such as saying “Only 2 Items Left!” when more are available, manipulates emotions and pressures clients to make rash decisions. If only a few items remain, present that fact truthfully in your messaging. Another way to create excitement and motive without deception is to offer real incentives like a discount for early buyers.

3. Eliminate deceptive pricing techniques

Another common sales manipulation tactic is hiding extra fees or inflating original prices to make discounts appear more attractive. This sort of deception can frustrate clients, and inflated prices raise doubts about the value of your service. Clearly outlining pricing models while showing all costs and tiered options ensures that clients can find services that fit within their budget.

4. Avoid unwanted upselling

Aggressive upselling will create a bad experience for customers. Forced selling is stressful as it puts more interest in the sales commissions than the client’s needs. However, as a seller, you should be concerned with understanding your client’s real needs and then providing him with those solutions. Help clients make decisions on relevant add-ons that benefit them directly.

5. Don’t hide key information

Nobody likes digging through myriad details on a contract, especially things like warranties or terms and conditions. Hiding key information behind a tangle of words or tiny print creates suspicion. Provide clear, easily accessible contracts and terms so that clients are in an informed position to make good decisions. Transparency creates a pleasing experience, building loyalty and long-term business success.

Cultivating trust through ethical selling

While revenue generation is critical to any business, the future of selling will be cultivating trust and deeper connections with the customer. Value addition, rather than ‘get them at all costs,’ should be your primary focus. A good balance between your customers’ best interest and your business needs, along with integrity in sales, will create a reputation for ethical selling and impress clients, who will attract more long-term success.

Margo Aaron is a former psychological researcher and current founder of That Seems Important, a community for people who think it’s normal to want to change the world. 

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