The selling concept in marketing is the notion that customers will not automatically buy something; they need to be sold it. This means that a persuasive advert or a sales assistant telling the customer that the product will change their life will make them buy something they most probably don't need or want.
According to the marketing website marketing91.com the consumers 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."
The selling concept is the basis of why billions are spent on advertising and marketing campaigns as the companies truly believe they need to get their message out there and convince the customer they should buy their particular product. The selling concept is therefore the main tool advertisers rely on and without this theory it can be argued that there would not be an advertising industry at all - quality products would sell themselves.
In recent years customers have got wiser to what may be a marketing ploy and what really is the real deal. This has been hugely helped by online forums and review sites. People can now instantly find out what other people think of a particular product and can also compare prices; therefore ruining the sale assistant's patter that their product is the cheapest around.
Many organizations follow the selling concept, which holds that consumers will not buy enough of the organization's products unless it undertakes a large scale selling and promotion effort. The concept is typically practiced with unsought goods, those that buyers do not normally think of buying such as encyclopedias or insurance. These industries must excel at tracking down prospects and selling them on product benefits.
Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. Such marketing carriers high risks. It focuses on creating sales transactions rather than on building long-term, profitable relationships with customers. It assumes that customers who are coaxed into buying the product will like it. Or if they don't like it, they will possibly forget disappointment and buy it again later.
These are usually poor assumptions to make about buyers. Most studies show that dissatisfied customers do not buy again. Worse yet, while the average satisfied customer tells three others about good experiences, the average dissatisfied customer tells ten others about his or her bad experience.
Selling concept is a marketing related concept that has played an important part in the evolution of customer understanding in the field of marketing. This concept was quite common some time ago. The selling concept is based on the principle of massive advertising and promotion because it says that if you, if the customers are not constantly reminded, they will not be motivated to buy the product and will forget about it. This represents a philosophy that believes in aggressive marketing and selling and taking all the measures necessary to sell the products. The firms try to push their products to the customers. The concept assumes that the customers are not fully aware and that they will buy what the ads and promotions tell them to buy but in reality it is not so. It does not take into account the customer needs, it just focuses on what the firm produces and ways to sell that product. It also does not consider the fact that people do not forget good brands; they do not have to be reminded all the time.
The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will ordinarily not buy enough of the selling company’s products. The organization must, therefore, undertake an aggressive selling and promotion effort. This concept assumes that consumers typically sho9w buyi8ng inertia or resistance and must be coaxed into buying. It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate more buying. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.
The selling concept in marketing considers how the product is going to reach the customer.
The first decision regarding this is that of the distribution channelthat is going to be used. The company can either do direct selling or sell the product through retailers, wholesalers or specialized sellers. Whichever distribution channel is used depends on the kind of product and the target market. It is also determined how the product is going to reach the distribution outlet and how much the transportation is going to cost.
The sales territories are also determined under this concept. Organizations sometimes have separate managers for each sales territory to handle the transportation and sales outlets of that particular area.
Selling is a concept of marketing but nowadays, the companies are offering selling function separate from marketing functions like there are different departments of marketing and sales. Individuals who carry out sales are known as salespersons. It is described as a persuading art through which the salespersons persuade the customers, that why they should go for such products.
Once the customers buy a product then the next time when they come to shop, they buy through the learning from experience. Selling is therefore, a process through which the salespersons offer the customers products or services to fulfill their needs in return to a monetary value.