⚡ Get All Content for 20% Off ⚡

Could Hiring Snobby Salespeople Boost Your Sales? new luxury shopping study suggests customers are more likely to make a purchase when dealing with a rude sales associate.

By Kate Taylor

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Most salespeople learn to live by the phrase "The customer is always right." But a recent study suggests stores may sell more if salespeople adopt the attitude "I am never wrong."

A luxury shopping-related research study, aptly titled Should the Devil Sell Prada?¸ suggests that consumers are more likely to make purchases from upscale retailers if salespeople are rude or snobby.

In the study, participants rated their feelings about brands and their desire to own them following imagined and real interactions with sales representatives. Some salespeople were polite, while others were rude. Participants who expressed a desire to be associated with high-end brands reported an increased desire for the luxury products after interactions with the rude salespeople.

Related: The 120 Most Trusted Brands

"It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci," University of British Columbia's Saunders School of Business professor Darren Dahl said in a statement. "Our research indicates they can end up having a similar effect to an "in-group' in high school that others aspire to join."

However, the study doesn't mean all salespeople should stop smiling at customers. The effect only applied if the salesperson appeared to be an authentic representation of the brand. In other words, bargain shoppers at Wal-Mart or Target are not likely to be convinced to buy a dress by a rude salesperson. However, at Prada, it may be in salespeople's best interest to look down their noses at customers.

Related: Why 'No' is the Most Important Word You'll Ever Say

Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Remote Side Hustle a 43-Year-Old Musician Works on for 1 Hour a Day Earns Nearly $3,000 a Month: 'All From the Comfort of Home'

Sam Ziegler wanted to supplement his income as a professional drummer — then his tech skills and desire to help people came together.

Business News

Costco CFO Reveals Uncertain Fate of $1.50 Hot Dog and Soda Combo

CFO Richard Galanti reveals that the price will stay the same — but only "for a while."

Business News

The Most Unexpectedly Popular Side Hustle of the Decade Has Low Startup Costs and High Markups

A new report shows that vending machines are a popular investment — and the industry is set to grow up to $3 billion by 2031.

Marketing

Ever Wonder Why Certain Websites Rank Higher Than Yours? This SEO Expert Reveals The Secret to Dominating Search Results

It's often the smart use of SEO, now supercharged with AI, particularly in keyword optimization.

Business News

AI Is Impacting Jobs. Here Are the Gigs Affected the Most, According to an Analysis of 5 Million Upwork Postings

The researcher said in the report that freelance jobs were analyzed first because that market will likely see AI's immediate impact.

Leadership

Former Interrogator Shares 5 Behaviors Liars Exhibit and How to Handle Them

Five deceptive behaviors to look for and how to respond to those behaviors when you encounter them.