Selling-orientation focus on selling what the company makes, not necessarily what the customer wants and also pays very little attention to the changing needs of their customers or to the changes that take place in the marketplace.
1 It is obvious that different consumers in foreign markets are willing to buy different goods. In order to meet these different needs, producers seek to identify groups of consumers who are likely to respond positively to the products offered, and directing their marketing efforts primarily on these groups of consumers. Business-to-business sales also provide sales-oriented business approach. Another traditionally sales oriented-business model is the door-to-door sales method that some companies rely upon to sell their products. These companies will create a supposedly superior product that can be demonstrated in the home and try to show the potential consumer how it will benefit her in the long run. For example, a salesman selling the "world's greatest vacuum cleaner" may attempt to sell the product to the housewife who has a toddler crawling around on the dirty carpet. If 20% of consumers buy 80% of the goods of a certain brand, a generalized group of target consumers and the remaining 80% of consumers buy 20% of the goods of this brand, manufacturers tend to target their products and marketing activities for the first 20% of consumers, not on the entire market as a whole. Life insurance, burial plots, and fire extinguishers are products that the typical consumer does not normally seek to buy on his own. Companies that offer these types of products are among the companies that use a selling orientation to sell their goods and services. But there is a key to be successful is that striking the optimal balance.

2 Selling orientation can lead to mispositioned products, inappropriate promotional appeals, local resistance and animosity,