The Selling Concept

The selling concept holds that consumers, if left alone, will ordinarily not buy enough of the organization’s product. The organization must therefore undertake an aggresive selling and promotional effort. " Selling concept assumes that consumers typically show buying inertia or resistance and have to be coaxed into buying mode. It believes that the company has available a whole array of effective selling and promotion tools to stimulate more buying. It is undertaken most aggressively with "unsought goods." that buyers normally do not think of buying such as goods insurance, encyclopedias and funeral plots. Many industries have perfected various sales technologies to locate prospects and hard sell them on the benefits of their product.

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