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Tuesday, May 12, 2009

Selling (Sales) Concept In Marketing

Selling is the act of persuading or influencing a customer to buy (actually exchange something of value for) a product or service.

Salesman in MarketingMarketing activities support sales efforts. In fact, they are usually the most significant force in stimulating sales. Oftentimes, marketing activities (like the production of marketing materials and catchy packaging) must occur before a sale can be made; they sometimes follow the sale as well, to pave the way for future sales and referrals.

*** Contrasting the Sales Concept with the Marketing Concept

The concepts surrounding both selling and marketing also differ. There is a need for both selling and marketing approaches in different situations. One approach is not always right and the other always not wrong - it depends upon the particular situation.

In a marketing approach, more listening to and eventual accommodation of the target market occurs. Two-way communication (sometimes between a salesperson and a customer) is emphasized in marketing and learning can take place and product offerings can be improved.

In the sales approach,

  1. Less time spent = not much time is spent learning what the customer's ideal product would be because the salesperson has little say in seeing that their company's product is modified.

  2. A desire to sell (not desire to make the customer happy) = At the heart of the sales concept is the desire to sell a product that the business has made as quickly as possible to fulfill sales volume objectives.

  3. Deception and trick = There is a concept that the line between creativity and deceptions is very very thin. Sometimes, a sales person may use the tricky or deceptive approach so as to make his products sales. This applies especially in personal selling.

When viewed through the marketing concept lens, however, businesses must first and foremost fulfill consumers' wants and needs. The belief is that when those wants and needs are fulfilled, a profit will be made.

Do you see the difference?

The selling concept, instead of focusing on meeting consumer demand, tries to make consumer demand match the products it has produced.
• Whereas marketing encompasses many research and promotional activities to discover what products are wanted and to make potential customers aware of them.

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