Hard Sell

What It Is:

A hard sell is an aggressive sales tactic used to persuade customers to make an immediate purchase. It is the opposite of a soft sell.

How It Works/Example:

In a hard sell, a salesperson tries to sell a product or service by applying pressure that suggests a sense of urgency to the buyer. A hard sell is closely associated with short-term advertising and the assumption that consumers are inherently indecisive. For this reason, many rationalize hard selling as a way to ensure that a buyer benefits and does not miss an opportunity.

For example, someone selling a mattress may engage in hard selling by explaining its long-term orthopedic and health benefits while telling the customer that he or she will get an especially great price if the mattress is purchased that day.

Why It Matters:

Salespersons must take great care when conducting a hard sell as excessive pressure may appear to customers as a dishonest attempt to make money quickly and manipulate customers.