Australians are no strangers to the art of the ‘hard sell’—those relentless, high-pressure sales tactics designed to push you into a financial decision you may not be ready for. From unsolicited phone calls to limited-time offers, these tactics are resurfacing in 2025, especially as financial institutions and fintechs race to capture market share. But what does this mean for your financial wellbeing? Let’s break down the resurgence of the hard sell in finance, explore its risks, and arm you with strategies to stay in control.
What is the ‘Hard Sell’ and Why Is It Back?
The ‘hard sell’ refers to aggressive sales techniques that pressure consumers into making quick decisions—often on financial products like credit cards, loans, insurance, or investment schemes. While regulatory crackdowns in recent years helped curb the most blatant abuses, 2025 has seen a subtle return, fuelled by:
- Digital sales automation: AI-driven lead generation tools enable relentless follow-ups, often blurring the line between helpful and harassing.
- Economic uncertainty: With household budgets squeezed by rising living costs and mortgage rates, some companies are resorting to pushy tactics to hit sales targets.
- Regulatory loopholes: While ASIC’s Design and Distribution Obligations (DDO) and anti-hawking rules have raised standards, some operators skirt the rules with grey-area pitches or ‘educational’ webinars that morph into sales pitches.
Real-world example: In late 2024, a major Australian lender was fined for failing to adequately monitor aggressive sales scripts used by outsourced call centres, resulting in vulnerable customers being signed up for high-fee credit cards they didn’t need.
Spotting the Hard Sell: Red Flags in 2025
Recognising hard sell tactics is the first step to protecting yourself. In 2025, watch for these warning signs:
- Time pressure: “This offer expires tonight!” or “There are only a few spots left!”
- Refusing to take no for an answer: Multiple follow-up calls or emails, even after you’ve expressed disinterest.
- Withholding key information: Evasive answers about fees, terms, or product suitability.
- Guilt or fear tactics: Suggesting you’ll miss out on financial security if you don’t act now.
- Promising unrealistic returns or savings: If it sounds too good to be true, it probably is.
Financial services providers are required by law to ensure products are suitable for you. If you feel rushed or manipulated, that’s a red flag—especially since new ASIC guidance in 2025 is focusing on ‘fairness’ in consumer outcomes, not just compliance box-ticking.
Smart Defences: How to Protect Your Financial Decisions
In the face of sophisticated sales strategies, Australians need equally smart defences. Here’s how to stay in the driver’s seat:
- Pause and reflect: Never make a major financial commitment on the spot. Take time to read the Product Disclosure Statement (PDS) and compare alternatives.
- Ask for everything in writing: Insist on seeing all terms and costs upfront. If a salesperson is evasive, walk away.
- Know your rights: The Australian Consumer Law (ACL) and ASIC’s 2025 updates give you strong protections against misleading or coercive sales. Unsolicited sales calls and door-to-door pitches for financial products are increasingly restricted.
- Use independent resources: There are now more government-backed tools than ever—like ASIC’s Moneysmart and the new 2025 ‘Consumer Data Right’ dashboards—to help you compare products without sales pressure.
- Report bad behaviour: If you believe you’ve been targeted by unfair sales practices, report it to ASIC or the Australian Financial Complaints Authority (AFCA). Regulators are actively cracking down in 2025, with several high-profile enforcement actions already making headlines.
The Future of Sales in Australian Finance
The resurgence of the hard sell is a reminder that, while technology can make buying financial products easier, it can also amplify old-school pressure tactics. As the regulatory net tightens and consumer awareness grows, companies that prioritise transparency and genuine value will ultimately win trust. For Australians, the best defence is a healthy dose of scepticism and the confidence to say, “I’ll think about it.”
