Mastering the Art of Persuasion: Understanding 'Try Selling Them On'

In this episode of Daily Easy English Expression, Coach Shane breaks down the idiomatic expression "try selling them on." While the phrase is rooted in commercial transactions, its utility extends far beyond business, serving as a powerful tool for persuasion and convincing others to change their perspectives or behaviors.

Defining the Expression

At its core, to "try selling someone on" something means to direct their focus toward a specific aspect or benefit of a concept, product, or idea to elicit a desired action. As Coach Shane explains, it is not merely about a monetary transaction; it is about shifting the listener’s attention to a "focus" point that will make them "purchase" or "accept" the argument being presented.

Commercial Application: Focus and Strategy

In a business context, such as promoting educational courses like DDM or Perf, Coach Shane highlights that success lies in identifying the right selling point. He suggests that a business owner must decide what feature will resonate most with a "potential customer":

• Selling on Price: Encouraging the customer to focus on the affordability of the service.
• Selling on Quality: Highlighting the "live classes" to demonstrate high engagement.
• Selling on Material: Emphasizing that the content is "interesting," "funny," "useful," and "practical."

By choosing the right angle, the seller increases the likelihood that the customer will commit to the purchase.

Persuasion Beyond Business: The Anti-Smoking Example

To illustrate how this works in real-life situations, Coach Shane presents a scenario regarding how to convince teenagers to stop smoking. He argues that "selling them on cancer" is largely ineffective because "kids don't care" about long-term health risks; they often believe they can "smoke a couple times and then they'll quit."

Instead, he suggests "selling them on the bad smell." This approach is far more persuasive because it focuses on immediate, relatable social consequences:

• Social Impact: The "bad smell" of smoke permeates "clothes, hair, cars," and personal belongings.
• Relational Consequences: He notes that if a person of interest comes close, the smell might repel them, leading to the risk that the person "might hate it."

By focusing on the immediate social stigma rather than abstract medical warnings, the message becomes significantly more "effective."

Conclusion

The expression "try selling them on" is an essential communication strategy. Whether you are a business owner trying to gain students or an individual trying to influence a decision, the key is to stop presenting generic arguments and instead identify the specific, tangible factors that will motivate your audience. As Coach Shane concludes, the effectiveness of your message depends entirely on what you choose to have your audience "focus on."