Personal selling as it is practised is not the same as the selling concept. The selling concept is a philosophy that may have prevailed at one time in industry, and it assumes the following:
- That customers will not ordinarily buy enough of the product without a persuasive sales talk.
- That customers can be tricked or persuaded into buying more of a product than they really need if the salesperson uses the right techniques.
- That the customer will not mind being persuaded, and will still be glad to see the salesperson again.
- That customers' objections to the product ...