a hard sell
Meaning
Something that is difficult to persuade people to accept, believe, or purchase.
Origin
In the bustling world of 20th-century American commerce, sales tactics evolved rapidly. Early in the century, as advertising became more sophisticated and competition stiffened, distinctions emerged between various approaches to selling. The phrase "hard sell" crystallized to describe a direct, often aggressive, and persistent method of persuading a customer. It implied a situation where the product or idea itself wasn't immediately appealing, requiring intense effort, forceful arguments, or a relentless pitch from the salesperson to overcome customer resistance. The term quickly transcended the showroom floor, becoming a common idiom for any concept or proposition that meets significant skepticism or requires considerable effort to gain acceptance.
Examples
- Convincing investors to back such an unconventional startup idea was always going to be a hard sell.
- Despite its innovative features, the product's high price point made it a hard sell in a competitive market.