The heart of the concept is that consumers won’t
buy enough of company’s product unless they are
persuaded by selling effort.
So, Companies must undertake a large-scale
aggressive selling and promotion effort.
This concept is practised in case of unsought goods
(that people seldom want to buy) like insurance
products etc.
The company has to push their products through
aggressive personal selling, persuasive
advertisement, extensive sales promotions (like heavy
use of price discounts).