1679146356170_theories of Salesmanship

BY
TRISHTY KHANDELWAL
THEORIES OF SALES
• 1. AIDAS theory of personal selling- seller

oriented
• 2. “Right Set of Circumstances” theory of
selling- seller oriented
• 3 “Buying Formula” theory of selling- buyer
oriented
• 4. “Behavioral Equation” theory- buyers
decision making oriented
1. AIDAS Theory of Selling:
This theory, popularly known as AIDAS theory (attention, interest, desire, action and
satisfaction), is based on experimental knowledge. This theory is very common.
According to this theory potential buyer’s mind passes through the following
stages:
1. Attention Getting:
It is the crucial step in the AIDAS process. The objective is to put the prospect into the right
state of mind to continue the sales talk. The salesperson has to convince the prospect
for participating in the face-to-face interview. A good beginning of conversation may set
the stage for a full sales presentation. The salesperson must apply his social and
psychological skills to draw the attention of the prospect to his sales presentation.
2. Interest Creating:
The second step is to intensify the prospect’s attention so that it involves into
strong interest. To achieve this, the salesperson has to be enthusiastic about the
product. Another method is to hand over the product to the prospect and let
him handle it. Brochures and other visual aids serve the same purpose.
Throughout the interest phase, the hope is to search out the selling appeal that
is most likely to be effective.
3. Desire Stimulating:
After the attention getting and creating interest, the prospect must be kindled to
develop a strong desire for the product. This is a ready-to-buy point. Objection
from the prospect will have to be carefully handled at this stage. Time is saved
and the chances of making a sale improved if objections are anticipated and
answered before the prospect raises them.
4. Action Inducing:
If the presentation has been perfect, the prospect is ready to act, that is, to buy.
Very often there may be some hesitation on the part of the prospect at this
stage. The salesperson should very carefully handle this stage and try to close
the deal effectively. Once the buyer has asked the seller to pack the product,
then it is the responsibility of the seller to reassure the customer that the
decision was correct.
5. Satisfaction:
The customer should be left with the impression that the salesperson merely
helped in deciding. After the sale has been made, the salesperson should
ensure that the customer is satisfied with the product. The salesperson should
sense the prospect’s mind and brief his talks.
2.“Right set of circumstances” Theory of Selling:
It is also called the “situation-response” theory. It has its psychological origin in
experiments with animals. The major emphasis of the theory is that a particular
circumstance prevailing in a given selling situation will cause the prospect to
respond in a predictable way. The set of circumstances can be both internal and
external to the prospect. This is essentially a seller-oriented theory and it
stresses that the salesman must control the situation in such a way as to
produce a sale ultimately.
• “Buying Formula” Theory of Selling:
• The buyer’s needs or problems receive major attention, and the salesperson’s role is to
help the buyer to find solutions. This theory purports to answer the question: What
thinking process goes on in the prospects’s mind that causes the decision to buy or not
to buy? The name “buying formula” was given to this theory by strong.
• The theory is based on the fact that there is a need or a problem for which a solution
must be found which would lead to purchase decision
• Whenever an individual feels a need, he is said to be conscious of a deficiency
of satisfaction. The solution will always be a product or service or both and they
may belong to a producer or seller. The buyer develops interest in buying a
solution.
• In purchasing, the “solution” involves two parts:
• 1. Product or service or both,
• 2. The brand name, manufacturer or the salesperson of the particular brand
name:
The product or service (Brand name) must be considered adequate to satisfy
the need and the buyer must experience a pleasant feeling or anticipated
satisfaction. This ensure the purchase.
• Behaviour Equation Theory of Selling:
This theory is a sophisticated version of the “right set of circumstances” and this
theory was proposed by Howard, using a stimulus response model and using large
number of findings from behavioural research. This theory explains buying
behaviour in terms of purchasing decision process, viewed as a phase of the
learning process, four essential elements of learning processes included in the
stimulus response model are drive, cues, response and reinforcement, which are
given below, in brief:
• 1. Drive is a strong internal stimuli that impel buyers’ response. Innate drives
stem from psychological needs and learned drives such as striving for status
or social approval.
• 2. Cues are weak stimuli that determine when the buyer will respond.
Triggering cues activate the decision process whereas new triggering cues
influence the decision process.
• 3. Response is what the buyer does.
• 4. A reinforcement is any event that strengthens the buyers’ tendency to
make a particular response.
• Howard believed that selling effort and buying action variables are
multiplicative rather than additive.
• Therefore, Howard incorporated these four elements into a
behavioural equation that is:
• B=P×D×K×V
• P = Response or internal response tendency, i.e. the act of purchasing a
brand or a particular supplier.
• D = Present drive or motivation level
• K = “Incentive potential” that is, the value of product or brand or its
perceived potential value to the buyer.
• V = Intensity of all cues: triggering, product or informational.

1679146356170_theories of Salesmanship

Uploaded by

Copyright:

Available Formats

1679146356170_theories of Salesmanship

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

1679146356170_theories of Salesmanship

Uploaded by

Copyright:

Available Formats

BY

• 1. AIDAS theory of personal selling- seller

You might also like