Hard Sell

A hard sell is an aggressive and high-pressure sales strategy used to convince a potential customer to purchase something right away. It adopts a direct, to the point, and reasonable approach to explain the features, benefits, and warranties of the product or service to the customer.

This tactic also ensures that the buyer does not miss out on the opportunity to buy the product immediately by creating a sense of urgency by offering attractive discounts or deals. It often involves call-to-action, such as ‘limited time offer’ or ‘buy now,’ to persuade the customer for instant purchase. Advertising, door-to-door selling, and marketing campaigns typically use this technique. The strategy is more common in sales of cars, insurance policies, lifestyle products, etc.

• The hard sell definition refers to an aggressive sales technique used to persuade a potential customer to purchase a product or service. It adopts a direct, to-the-point, and rational appeal to explain features, benefits, and other reasons to buy the product.
• The salesperson uses marketing baits, cold calls, and call-to-action to create a sense of urgency. They occasionally offer buyers tempting discounts or deals on the product.
• It performs well in advertising campaigns and door-to-door selling and boosts sales of low-cost and shorter shelf-life products.
• It is different from soft sell - an indirect, subtle, and gradual approach to convince a potential customer to make a purchase.

Hard sell focuses on presenting direct and overt sales information about a product to the buyer. It forces the customer to make an immediate decision to buy a product or service. Usually, it occurs via short-term advertising, sign-up subscriptions, mail order ads, coupons, infomercials and is highly successful at doorstep selling. A salesperson with a thorough knowledge of the product and the customer intention can use this tactic more effectively.

The salesperson assumes that the buyer is indecisive, price-conscious, and hesitant about making a purchase. Next, they explain the consumer features, benefits, and other reasons to purchase a product. Also, they aggressively describe the product quality and how its usage can improve the customer's life.

Sometimes the sales representative may use slogans about the product in high tones or pressure the customer to create a sense of urgency. It encourages the buyer to buy instantly. Finally, they may use marketing baits, cold calls, call-to-actions, unsolicited pitches, and other similar methods to persuade a potential customer to make an immediate purchase.

A rational appeal, flattery, directness, and the fear of missing out are all characteristics of a hard sale. The straightforward and pressurized approach by the salesperson saves time for the buyer who is serious about making a purchase. It ultimately convinces the customer that they made a smart purchase.

Example #1 

Let us take a hard sell example to understand how this strategy works.

Helen works in a leather handbags store as a sales representative. She attends a customer who wants to buy a handbag. She learns from the customer that the person will be traveling and will not be returning to the store. Helen showcases the latest collection in various patterns and styles. The customer, however, seemed reluctant to make a purchase instantly due to the high price.

So, Helen tries hard-selling the handbag by directly explaining its features and additional benefits. She mentioned the leather quality, multiple pouches, and warranty to the customer. She also persuaded the buyer by informing them that the company is offering a flat 30% discount on these handbags as a limited period offer. Finally, the customer agrees to purchase one of the handbags, allowing Helena to earn a reward on the sale from the brand.

Example #2

In 2013, traditional U.S. retailers had to struggle with boosting their profits due to constrained consumer spending. The financial crisis of 2008 and payroll tax rise had a significant impact on Americans' incomes, causing people to be more careful about their purchases. As a result, they started spending more on online shopping due to cheaper offerings.

It prompted retailers to use the hard sell strategy to attract and persuade buyers and offer huge discounts on their products. But despite several promotional efforts and schemes, retails stores experienced a slight increase in sales.

Hard or persuasive sell works well when a potential customer reveals their intention or urge to buy something. Products with low-cost, shorter shelf life and higher inventory levels can all benefit from this sales strategy.

The salesman uses such tactics on the customer who wants to buy a product in one or two outlets and does not want to hunt for it elsewhere. It also occurs in cases where the customer is highly concerned about the product’s benefits and features.

Hard selling and soft selling are the polar opposite. While the former promotes sales by instilling a sense of urgency in the buyer, the latter lacks this and provides ample time to decide.

Hard selling is a direct and aggressive sales tactic that puts pressure on the buyer to make an immediate purchase. On the other hand, soft selling is an indirect and non-aggressive sales strategy that avoids pressuring customers to buy something. The sale of Cold Stone Creamery and MaggieMoo’s ice cream in waffle cones and bowls, claiming it to be “made for each other,” is the perfect example of it.

• Aggressive selling does not support building a customer relationship, but soft selling extends a positive relationship with the customers for a long time.
• Products sold by direct sell are low-cost, one-time usage, and of small businesses, whereas a soft sell promotes long-term, repeated use, and branded products.
• The forceful selling markets products with huge supply and less demand, while soft-selling markets products of huge demand and less supply.
• A hard-sell approach may include discounts or other lucrative deals, which are not possible in soft sell.
• High-pressure selling adopts a rational appeal, but soft selling involves an emotional appeal to the buyer.
• While a hard sell attempts to persuade a buyer to purchase, a soft sell strives to promote a brand and make a product appealing.

• Directly addresses the customer questions and concerns.
• The forceful language of the salesperson catches the buyer's attention.
• It saves time for both the customer and the sales representative.
• It helps salesman achieve sales targets and earn an immediate reward.
• Eliminates competition by allowing customers little to no time to compare and make a decision.
• Improves sales of small businesses by promoting low-cost products.

• The aggressive tone of the salesperson may annoy and avert the customer from purchasing.
• Increased focus on sales often ignores what the customer needs.
• It is considered counterproductive and unscrupulous.
• Pressurizes the customer to decide on the purchase in a short period without analyzing its pros and cons.
• It promotes the one-time sale of the product.
• An unpleasant buying experience can result in fewer repeat sales.
• It does not promote durable and branded products.
• The advertised benefits of the product may not be attainable in reality.
• It does not support a long-term customer relationship.

This has been a guide to hard sell and its meaning. Here we discuss how does the hard sell works along with examples, advantages, and disadvantages. You may also have a look at the following articles -

• Cross-Sell
• Seller’s Market
• Seller Financing