As more and more markets became buyers' markets and the entrepreneurial problem became one of solving the shortage of customers rather than that of goods, the sales concept became the dominant idea guiding marketing. The sales concept maintains that a company cannot expect to automatically sell product to customers. It has to market its products and sales training companies play a pivotal role in this system. They show sales associates how to drive up their numbers, using a large arsenal of tactics, and an organized system of keeping track of leads.

Aggressive advertising, high-power personal selling, large-scale sales promotion, heavy price discounts, strong publicity and public relations are the normal tools used by organizations that rely on this concept. It requires strong-willed sales associates who are able to keep pushng the product or service no matter what.

Companies practicing the sales concept assume that selling is synonymous with marketing. In reality, there is a great deal of difference between selling and marketing. Marketing is much wider in scope than selling and much more dynamic. There is a fundamental difference between the two in approach, as well as in the philosophy. Selling revolves around the needs and interests of the seller, and marketing revolves around the needs and interests of the buyer.

Selling starts with a product that a business must promote in order to gain profits. Selling uses a certain trick or technique to get a customer to purchase a product. Marketing also seeks profits by meeting the needs of the customer by creating a value for the product.