Selling concept was developed after production and product concepts of marketing. The product concept could not be fully successful in the business sector. Despite production of quality goods, there appeared serious problem in selling. As a result, selling concept was developed. This concept believes that the consumers do not buy the product until they are motivated through sales promotion efforts. In other words, the consumers do not buy products with their own initiative rather they should be motivated. More quantity of products can be sold to the consumers by creating need and arousing interest in them through different promotional activities.
Selling concept of marketing focuses attention on the needs of seller but not on consumers’. It aims to increase sales volume and earn profit through different promotional activities. This concept became very popular during 1930-1950. That period is called ‘Ideal Sales Era’. During that period, except during the second World War period, supply became more than demand. The premise of the product concept that the ‘ customers easily buy quality goods of low price’ could not work. As a result, many firms appointed sales employees, and focused attention on advertisement and sales promotional activities. On order to attract customers’ attention, the techniques such as advertisement, decoration and display of goods, publicity, exhibition or trade fair etc were started. Even then the management would give more emphasis to the product rather than to the customers’ need.
Some firms are found to believe in selling concept even today. Life Insurance companies, Encyclopedia Publications etc. gives emphasis to selling concept. Such companies give arguments that use of ‘hard sell techniques’ can help to identify needs of customers and motivate them to buy. This technique believes that efforts should be made the customers realize needs and so that they can buy products. Selling concept emphasis to sell products but does not care for the after-sale services.
Features of Selling Concept of Marketing
Selling concept of marketing gives emphasis to fulfillment of needs of the sellers, it believes that product must be sold out.
- Aggressive Selling and Promotion
Aggressive sale promotional activities should be conducted to attract customers. Only care is taken to increase sales quantity in the market.
- No Concern with Consumers’ Needs
Selling concept is not concerned with the consumers’ needs. It lays emphasis on how to sell goods but not on what kind of goods should be produced for the customers.
- Customer Persuasion
It persuades customers to buy goods convincing them about the high quality and price of the products.