May 26, 2016

Selling concept

Selling concept

During WWII world industry geared up for accelerated wartime production. When the war was over this stimulated industrial machine turned to producing consumer products. By the mid 50’s supply was starting to out-pace demand in many industries. Businesses had to concentrate on ways of selling their products. Numerous sales techniques such as closing, probing, and qualifing were all developed during this period and the sales de-partment had an exalted position in a company’s organizational structure.

The Selling Concept proposes that customers, be individual or organizations will not buy enough of the organization’s products unless they are persuaded to do so through selling effort. So organizations should undertake selling and promotion of their products for marketing success. The consumers typically are inert and they need to be goaded for buying by converting their inert need in to a buying motive through persuasion and selling action.

This approach is applicable in the cases of unsought goods like life insurance, vacuum cleaner, fire fighting equipments including fire extinguishers. These industries are seen having a strong network of sales force. This concept is applicable for the firms having over capacity in which their goal is to sell what they produce than what the customer really wants.

In a modern marketing situation the buyer has a basket to choose from and the customer is also fed with a high decibel of advertising. So often there is a misconception that marketing is all about selling. The problem with this approach is that the customer will certainly buy the product after the persuasion and if dissatisfied will not speak to others. In reality this does not happen and companies pursuing this concept often fail in the business.

Also read – Company orientation towards the marketplace


Enter your email to get regular marketing updates

Related Post

Marketing91 services
About Hitesh Bhasin

I love writing about marketing and advertising. Would you like to ask me a question? Kindly send your queries and feedback via this Contact form. You can also get daily marketing updates via email. Let's stay in touch :)


  1. Joan Gueruela says:

    Can i ask what are the companies guided by these selling concept?

    • Not many as on date. In fact, only some small and medium sized businesses will be using the selling concept nowadays that too in under developed or developing nations. In the A type society, the selling concept does not work. And hence it was replaced by the marketing concept.

Speak Your Mind