Selling concept definition: How to leverage its principles to gain a market advantage
- BRAND BUILDING
- AUTHOR: KENSHŌ
- DATE: 03 AUG 2022
Imagine that your company provides Microsoft translation services. The selling concept theory says that a customer won’t purchase those services from you unless you provide large-scale promotional activities.
Unless you’re willing to start selling, no one will want what you have. That means a business should invest or perform these activities to accelerate the acceptance of their goods or services in the marketplace.
This strategy works well in the unsought goods category. First, a company must find the target segment within the marketplace.
Next, they’ll work to persuade each person to want the goods or services provided by explaining the advantages it offers.
Finally, the business closes on the transaction to create a profit.
What is the focus of the selling concept?
At Kenshō, we understand that the primary focus of marketing is not selling. It is persuasion through mindful communications. You’re more likely to get customers when you show that your Microsoft translation services are the best in your community, region or country.
The selling concept focuses on the company and business opportunity instead of the customer. Imagine a manufacturer producing too many of one item – this process would try to sell those products at a profit to anyone.
The selling concept is different from the marketing concept, which focuses on a consumer’s needs or wants.
Here are the other elements of the selling concept to consider:
- The goods or services define the business.
- It focuses on anyone, including children, as long as the individual has the financial means to conduct a transaction.
- When sales increase, so does profitability.
- Product and service pricing are cost-based, creating a short-term focus.
If you sell Microsoft translation services, the goal with the selling concept would be to pitch your expertise to as many people as possible without worrying about demographics.
What are the advantages of using the selling concept?
The primary advantage of the selling concept approach is an increase in total sales volume. Every marketplace is competitive in some way, so it is critical for processes to be in place for businesses to pursue customers.
Since a company tries to target all customers, the selling concept creates more visibility. Even if a sale doesn’t happen, it is more likely that a brand or idea will stay at the top of a consumer’s mind for when they need it.
The selling concept also focuses on trying to sell every product or service a company provides. If you sell Microsoft translation services, Chinese translation services, Medical translation services and other similar services, the goal is to create enough working capital to create additional opportunities.
The approach of selling concept also means that customer reviews and feedback are ignored. Instead of worrying about solving problems or establishing a strong reputation, there is a short-term focus on making money or reaching a specific objective.
Most businesses succeed when they merge the selling concept with marketing concepts for their customer base. By focusing on a customer’s needs while meeting their own, a symbiotic relationship forms where each entity supports the other.
Our team takes a daring, yet intuitive approach that turns your brand into a fearless leader. Contact us today to learn more about how we can help your brand reach the next level of success!
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