The Selling Concept proposes that consumers, be individual or organizations will not buy adequate of the organization’s products unless they are convinced to do so through selling attempt. The enhance the scale of business additional improved the situation with respect to the supply of goods, resulting in increased competition among sellers. So organizations should undertake selling and endorsement of their products for marketing success.
The product value and accessibility did not ensure the endurance and growth of firms because of a large number of sellers selling eminence products. This led to better significance to attracting and persuading consumers to buy the product. The business philosophy changed. It was assumed that the customers would not buy, or not buy sufficient unless they are sufficiently persuaded and motivated to do so.
Therefore, firms must assume forceful selling and promotional efforts to build consumers buy their products. The majority firms apply the selling concept when they have overcapacity. Their want is to sell what they make rather than make what the market wants. The use of promotional techniques such as advertising, personal selling and sales endorsement was considered necessary for selling products. Thus, the focus of business firms shifted to pushing the sale of products through forceful selling techniques with a view to influence, lure or persuade the buyers to buy the products. Making sale through any means became vital. It was assumed that buyers can be manipulated but what was forgotten was that in the long run what matters most is the consumer pleasure, rather than anything else.