No, I'm pretty sure he really is saying to treat them like retail workers, and the logic is sound, if callous.
Don't make eye contact, because that is engaging with the retail worker, which encourages them to try to sell you stuff.
Don't give them your full name, because that is engaging with them, which encourages them to try to sell you stuff.
Don't accept anything they offer, because they'll use that acceptance to try selling you stuff.
Never agree or disagree with what they say, because that is engaging with them, which encourages them to try to sell you stuff.
Never apologize or thank them, because that is engaging with them, which encourages them to try to sell you stuff.
When dealing with a retail worker or telemarketer, you either ask a specific question in search of a specific answer, or you say "not interested" and walk away/hang up the phone, because the moment you start engaging them in conversation, it is their job to try selling you stuff.
Don't make eye contact, because that is engaging with the retail worker, which encourages them to try to sell you stuff.
Don't give them your full name, because that is engaging with them, which encourages them to try to sell you stuff.
Don't accept anything they offer, because they'll use that acceptance to try selling you stuff.
Never agree or disagree with what they say, because that is engaging with them, which encourages them to try to sell you stuff.
Never apologize or thank them, because that is engaging with them, which encourages them to try to sell you stuff.
When dealing with a retail worker or telemarketer, you either ask a specific question in search of a specific answer, or you say "not interested" and walk away/hang up the phone, because the moment you start engaging them in conversation, it is their job to try selling you stuff.
“I really hope I’m behind this convoluted mess; at least that way I’ll be able to get revenge by doing this to myself. I won’t even have to feel bad because it’ll be all my fault.” - Harry Potter, The Master of Death by Ryuugi.