2. 11.. AAIIDDAASS TThheeoorryy ooff SSeelllliinngg
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. AAIIDDAASS
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. AAIIDDAASS
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. 22.. ““RRiigghhtt SSeett ooff CCiirrccuummssttaanncceess”” TThheeoorryy
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. 33.. BBuuyyiinngg FFoorrmmuullaa TThheeoorryy
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. BBuuyyiinngg FFoorrmmuullaa TThheeoorryy
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 – Purchase-
Satisfaction
8. BBuuyyiinngg FFoorrmmuullaa TThheeoorryy
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 - Purchase-
Satisfaction
To ensure purchase, the product or service & the
Trade Name must be considered adequate and the
buyer must experience feeling of anticipated
satisfaction
9. BBuuyyiinngg FFoorrmmuullaa TThheeoorryy
(Adequacy/Pleasant)
Need (Problem) – Solution – Product or Service/
Trade or Brand Name - Purchase- Satisfaction
(Adequacy/Pleasant)
10. BBuuyyiinngg FFoorrmmuullaa TThheeoorryy
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. BBeehhaavviioorraall EEqquuaattiioonn TThheeoorryy
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. BBeehhaavviioorraall EEqquuaattiioonn TThheeoorryy
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
13. CCoonncclluussiioonn::
I conclude that these selling theories would
pleasant and explains customer behaviour to
enlarge more sales for development.
