Theories of Selling Theories of Selling

By:- Vijay Kamboj

1. AIDAS Theory of Selling1. 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

AIDASAIDASGaining 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

AIDASAIDAS

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

2. 2. ““Right Set of CircumstancesRight Set of Circumstances”” Theory TheoryEverything 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 resultedSeller oriented Theory External Factors vis-à-vis Internal Factors Focus on the external factors at the expense of

Internal Factors

3. Buying Formula Theory 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

Buying Formula TheoryBuying Formula TheorySimplest 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

Buying Formula TheoryBuying 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

Buying Formula TheoryBuying Formula Theory

(Adequacy/Pleasant)

Need (Problem) – Solution – Product or Service/ Trade or Brand Name - Purchase- Satisfaction

(Adequacy/Pleasant)

Buying Formula TheoryBuying Formula TheoryEmphasis 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.

Behavioral Equation TheoryBehavioral 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

Behavioral Equation TheoryBehavioral Equation TheoryResponse: What buyer does Reinforcement: Event that strengthens the

buyer’s tendency to make a particular response Behavioral Equation: B = P*D*K*VB – Response or purchase of brand P – Predisposition D – Present drive level K- Incentive Potential V –Intensity of all cues