Theories of selling

1. Theories of Selling
Dr. Gopal Thapa
Nepal Commerce Campus

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 – Purchase- Satisfaction

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 - 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. 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