hard sell

plural hard sells · alternative hard-sell

1. A sales technique of pressuring the potential buyer to agree to a purchase.

   The Lockheed Corporation said today that it would reduce the price of its F-16 fighter plane, underscoring a new, aggressive posture. . . . "It's the old hard sell, which is necessitated by the market conditions both here and overseas," Mr. Dane said.

   1994 July 7, “COMPANY NEWS; Lockheed Set to Cut Price on F-16 Fighter”, in New York Times, retrieved 24 Mar 2009

   Antonyms: soft sell

2. A sales transaction which is challenging for the sales person to make; any act or object of persuasion which is challenging.

   Mr. Ignatieff's predecessor, Stéphane Dion, was a hard sell on the fundraising circuit, but so far, the new leader has proven to be a draw.

   2009 March 24, Jane Taber, “Liberals fill coffers with pay-per-schmooze”, in Globe and Mail, Canada, retrieved 24 Mar 2009

   Synonyms: tough sell