Open the door at your own risk

The Office of Fair Trading has launched a campaign to help people resist tactics employed by sellers.

It advises people to shop around and to take control by making sure they, not the salesmen, ask the questions.

The campaign, spearheaded by actress Nanette Newman, follows an OFT study which identified six "psychological" sales techniques.

A door sticker reminding people to check the seller's identity, ask questions and take time over their decision is available.

An accompanying leaflet warns against impulse buying and being drawn into a conversation about family or interests.

Tricky

Penny Boys, OFT Executive Director, said consumers should "arm themselves" against these tactics.

She said: "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."

But psychological techniques can be tricky to detect and counteract immediately.

Essentially they are buying you, not the product Jay Shah Former salesman

Gleaning information about your family, house and interests simply by casting an eye around your house, then chatting about common interests makes people feel friendlier to the salesperson.

Former door-to-door salesman Jay Shah trains sales reps for double-glazing and home improvements.

Mr Shah says he often used to pick out whether there were any golf trophies or clubs lying round the house.

Although he does not play the game himself, he's interested in it and can strike up a conversation about it, gaining the customer's confidence in the process.

"You've got to be clever and cute. Occasionally you can get caught out, so it's best not to say anything that you can't back up," Mr Shah told BBC News Online.

Business, not pleasure

Echoing the OFT's advice to potential buyers, his blunt message to potential sellers is: "Take control".

He tells them that once they are in the house, without even asking just turn off the radio or television and sit yourself down on the sofa. Even ask for a cuppa.

PSYCHOLOGICAL TECHNIQUES Reciprocity - the customer feels indebted to the salesperson Commitment and consistency - customer becomes committed to the product so that saying 'no' will look inconsistent Anticipated regret - generating a sense of urgency and loss if a purchase is not made Social proof - making the customer feel like everyone else who bought the product Liking and similarity - salesman build rapports and find things in common Expert endorsement - easier for the customer to trust an expert

"You want them to believe in you, so you have to sound convincing.

"Essentially they are buying you, not the product."

Vulnerable people are targeted as well.

Salespeople often seek out potential customers who look like they might like a chat, perhaps live alone and don't get much human contact, Mr Shah said.

But the OFT urges the customer to remember that it is a business call, not a social call.

Even if the thought of free samples, services or discounts lights your fire, don't feel indebted to the salesperson.

They have probably got a car boot full of freebies and they will have given the same freebies to the last customer.