If I was selling a sofa, here’s what I’d do.
1. Greet people with curiosity
“Hello and welcome to Sofas R Us. As you can see, we’ve got a lot of sofas here. What is it that you are looking for?”
To persuade effectively you must first understand people’s wants and needs so you can tailor your offering to meet them
2. Summarise what they’re looking for
‘You’re after a three-seater sofa with good back support in leather because you’ve got a hairy dog at home and you want it in a neutral colour. Is that right?’
People want to be seen, heard, and understood. Reflecting back their wants and needs shows that you’ve listened and builds trust.
3. Reduce their selection
‘Here are five three-seater sofas that are in leather for you to look at…’
Too many choices lead to paralysis, lower satisfaction, and reduced follow-through. People feel more confident when options are constrained.
4. Invite them to take a seat
When people physically touch or briefly hold a product, they feel a sense of psychological ownership, which increases their likelihood of wanting, valuing, and ultimately buying it.
5. Ask them what they think
My favourite question is, “So what do you think?” And then stop talking. If people don’t tell you, their facial expressions and body language will.
Dig deeper by asking,
- What do you think of the colour?
- Does the sofa provide the back support you need?
- Do you like the feel of the leather?
What you’re looking for are micro-commitments. When they reply with, “Love the colour,” “It has great back support.” And “It feels terrific.” You’re already moving towards Cialdini’s sixth principle of persuasion: commitment and consistency.
Getting micro yeses creates momentum. So even if they think, “Oof it’s a little pricier than what I expected,” they’re more likely to stay consistent with the commitments they’ve already made.
So now you’re thinking, “Yeah all well and good but I’m not selling sofas.”
This technique works just as powerfully in presentations because it’s not really about selling sofas at all. It’s about people declaring what matters to them. When someone tells you what they want, what they need, or what they value, they’re revealing the criteria they use to make decisions.
If you can reflect those values back and show them how your idea aligns with them, you’re not simply pushing your message, you’re helping them to stay consistent with who they believe they are and this is what will make your presentation more persuasive.
- Everyday Persuasion #3: How to sell a sofa - October 1, 2026
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