Campaign Shows Pressure Sales The Door

Date published: 16/07/2004

Psychological sales ploys will be shown the door with a new campaign, supported by Rochdale Council's Trading Standards Service, designed to help consumers buying goods and services in their home.

Laurence Bell, Consumer Protection & Regulation Services Manager said campaign, "This will help consumers arm themselves against pressure sales tactics in the home. If you can recognise the psychological techniques used and how they are designed to make you respond, then you can have the confidence to stay in control. Remember it's your home, so it's your decision who you let in and what you buy - not the salesperson's."

The campaign follows an Office of Fair Trading report into doorstep selling – where goods or services are bought in the home or on the doorstep – which highlighted six main psychological techniques employed by doorstep salespeople.

The home is a unique setting for a business transaction – salespeople effectively have a captive audience and consumers are more susceptible to high-pressure sales tactics than they would be in a retail environment. It is therefore essential that consumers remain in control if they are to make informed decisions. The campaign includes a handy door hanger to remind consumers to:

• Check the seller's identity
• Take control - you ask the questions
• Don't sign on the spot - take time to think and shop around.

A more detailed leaflet includes information on consumer rights when buying from doorstep traders and advice on how to combat the sophisticated psychological approaches including:

• don't let the salesperson ask questions - you ask them
• don't buy on impulse even if you're given a so-called 'once in a lifetime offer' – you won't know whether it's a good price unless you shop around
• don't get drawn into conversation about family or interests - this is a business transaction not a social call
• check out any expert endorsements yourself
• you don't owe the salesperson anything - if you don't want to buy, refuse firmly.