1. Theories of Selling
By:- Vijay Kamboj

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. 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. 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. 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. 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. 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. 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. Buying Formula Theory
(Adequacy/Pleasant)
Need (Problem) – Solution – Product or Service/
Trade or Brand Name - Purchase- Satisfaction
(Adequacy/Pleasant)

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. 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. 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