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Theories of selling


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Theories of selling

  1. 1. Theories of Selling By:- Vijay Kamboj
  2. 2. 1. AIDAS Theory of Selling  Prospect goes through Five Stages I.e Attention, Interest, Desire, Action and Satisfaction  Sales Presentation must be structured in a manner that that leads the prospect in the right sequence  Securing Attention: – Receptive State of mind – Sales Person to have a reason to conduct the interview – Conversation openers – Remarks about the Prospect
  3. 3. AIDAS  Gaining Interest: – Intensify the prospect's attention – Searching the most effective selling appeal – Questions to clarify attitudes and feelings towards the product  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
  4. 4. AIDAS  Inducing Actions: – Closing the sales buy judging the prospects reaction – Straightforwardly asking for the order vis-à-vis dropping the hints  Building Satisfactions: – Reassuring that the decision was right – Customer to have an impression that salesperson merely helped in deciding
  5. 5. 2. “Right Set of Circumstances” Theory  Everything was right for the sale  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-à-vis Internal Factors  Focus on the external factors at the expense of Internal Factors
  6. 6. 3. Buying Formula Theory  Emphasizes the Buyer’s side of the Buyer Seller Dyad  Buyer’s needs or problems receive the major attention and the salesperson’s role is to find solution  Buying formula is a schematic representation of a group of responses arranged in a psychological sequence  Emphasizes the Prospect’s responses
  7. 7. 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
  8. 8. 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) – Solution – Product or Service/ Trade or Brand Name - PurchaseSatisfaction  To ensure purchase, the product or service & the Trade Name must be considered adequate and the buyer must experience feeling of anticipated satisfaction
  9. 9. Buying Formula Theory (Adequacy/Pleasant) Need (Problem) – Solution – Product or Service/ Trade or Brand Name - Purchase- Satisfaction (Adequacy/Pleasant)
  10. 10. 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 it  Association between Brand and Product to be emphasized if Prospect fails to connect it  In case of competition, emphasis should be on developing the adequacy of the brand name and pleasant feelings around it.
  11. 11. Behavioral Equation Theory  Buying Behavior in terms of the purchasing process viewed as phases of learning process  Four Essential Elements:  Drives:Strong Internal Stimuli that impel the buyer’s action – Innate Drives – Learned Drives  Cues:Stimuli that will determine when buyer will respond – Triggering Cues – Non Triggering Cues
  12. 12. Behavioral Equation Theory  Response: What buyer does  Reinforcement: Event that strengthens the buyer’s tendency to make a particular response  Behavioral Equation: B = P*D*K*V  B – Response or purchase of brand  P – Predisposition  D – Present drive level  K- Incentive Potential  V –Intensity of all cues