Theories of Selling

1. AIDAS Theory of Prospect goes through Five Stages viz., Selling

Attention(A) Interest(I) Desire(D) Action(A) and Satisfaction(S)

Sales Presentation must be structured in a manner that leads the prospect in the right sequence

AIDAS
Securing Attention: Receptive State of mind Sales Person to have a reason to conduct the interview Conversation openers Remarks about the Prospect Gaining Interest: Intensify the prospect's attention Searching the most effective selling appeal Questions to clarify attitudes and feelings towards the product

AIDAS

Kindling Desire:
Kindle the prospect's desire to Ready-to-buy point Conversation running along the main line towards the sale Taking care of External interruptions and Objection handling

Inducing Actions:
Closing the sales buy judging the prospects reaction Straightforwardly asking for the order vis--vis dropping the hints

Building Satisfactions:
Reassuring that the decision was right Customer to have an impression that salesperson merely helped in deciding

2. Right Set of Circumstances the sale Everything was right for Theory
Situation Response Theory Particular circumstance in a selling situation cause the prospect to respond in a particular way Salesperson needs to present PROPER STIMULI or APPEALS so that desired response is resulted Seller oriented Theory External Factors vis--vis Internal Factors Focus on the external factors at the expense of Internal Factors

3. Buying Formula Theory

Emphasizes the Buyers side of the Buyer Seller Dyad Buyers needs or problems receive the major attention and the salespersons role is to find solution Buying formula is a schematic representation of a group of responses arranged in a psychological sequence Emphasizes the Prospects responses

Buying Formula Theory

Simplest Model: Need (Problem) Solution Purchase Outcome of a purchase affects the chance that a continuing relationship will develop between buyer and seller Need (Problem) Solution PurchaseSatisfaction

Buying Formula Theory

Need is always satisfied by a solution in terms of product or services accompanied by respective Trade or Brand Name
Need (Problem) Product or Service and/or Trade or Brand Name - Purchase- Satisfaction/dissatisfaction

To ensure purchase, the product or service & the Trade Name must be considered adequate and the buyer must experience feeling of anticipated satisfaction

Buying Formula Theory

Adequacy

Adequacy

Need (Problem) Product or Service/ Trade or Brand Name - PurchaseSatisfaction

Pleasant feeling

Pleasant feeling

Buying Formula Theory

Emphasis should be placed depending upon kind of circumstance Need or Problem should be emphasized if Prospect does not feel a need Association between need and Product must be emphasized if Prospect does not connect with it Association between Brand and Product to be emphasized if Prospect fails to connect with it In case of competition, emphasis should be on developing the adequacy of the brand name

process viewed as phases of learning process Four Essential Elements: 1. Drives: Strong Internal Stimuli that impel the buyers action
i. ii.

Behavioral Equation Theory Buying Behavior in terms of the purchasing

2.

Cues: Stimuli that will determine when buyer will respond

i. ii.

Innate Drives Learned Drives

Triggering Cues Non Triggering Cues

3. 5.

Reinforcement: Event that strengthens the buyers tendency to make a particular response Behavioral Equation: . B = P*D*K*V, Where, B Response or purchase of brand . P Predisposition . D Present drive level . K- Incentive Potential . V Intensity of all cues .

Behavioral Equation Theory What buyer does Response: