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  • Selling Process and Theories of Selling: Dr. Sushil S. Chaurasia Assistant Professor, SIIB

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    Arun Menon
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    The document discusses several theories and models related to the selling process. It outlines the AIDA model which focuses on gaining a customer's attention, interest, desire, and action to achieve satisfaction. It also discusses the organizational buying behavior model and relationship selling approaches. Relationship selling involves behaviors like customer orientation, adaptation, and organizational citizenship. The document concludes with exercises asking the reader to reflect on selling benefits over features, applying a business buying model, discussing if relationships always provide competitive advantage, and the roles of a salesperson.

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    Sales and Marketing lecture series

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    Sales and Marketing Lecture 02

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    The document discusses several theories and models related to the selling process. It outlines the AIDA model which focuses on gaining a customer's attention, interest, desire, and action to achieve satisfaction. It also discusses the organizational buying behavior model and relationship selling approaches. Relationship selling involves behaviors like customer orientation, adaptation, and organizational citizenship. The document concludes with exercises asking the reader to reflect on selling benefits over features, applying a business buying model, discussing if relationships always provide competitive advantage, and the roles of a salesperson.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    16 views10 pages

    Selling Process and Theories of Selling: Dr. Sushil S. Chaurasia Assistant Professor, SIIB

    Uploaded by

    Arun Menon
    The document discusses several theories and models related to the selling process. It outlines the AIDA model which focuses on gaining a customer's attention, interest, desire, and action to achieve satisfaction. It also discusses the organizational buying behavior model and relationship selling approaches. Relationship selling involves behaviors like customer orientation, adaptation, and organizational citizenship. The document concludes with exercises asking the reader to reflect on selling benefits over features, applying a business buying model, discussing if relationships always provide competitive advantage, and the roles of a salesperson.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    of 10

    Selling Process and Theories of Selling

    Dr. Sushil S. Chaurasia


    Assistant Professor, SIIB

    SALES THEORIES

    AIDAS Theory

    Attention
    Interest
    Desire
    Action
    Satisfaction

    Source: Bonoma,T., Major sales: Who


    really does the Buying?, Harvard Business
    Review, July,2006.

    ORGANISATIONAL BUYING BEHAVIOUR


    MODEL

    RELATIONSHIP SELLING
    Classes of salespeople relational behaviors:
    customer oriented selling, adaptive selling,
    organizational citizenship behaviors and
    team selling.
    Organizational citizenship behaviors (OCB)
    are
    Sportsmanship
    Civic virtue
    Conscientiousness
    Altruism

    Exercise
    1.Think and reflect on statement, "Sell
    benefits not features of product or service.
    2.Use Business buying model for purchase
    of Safety Shoes for a chemical Company
    and discuss the limitations of this model?
    3.If relationship are source of enduring
    competitive advantage, should all firms
    practice relationship marketing?
    4.Salesman: Born or Made?
    5.Strategic, Operational and Tactical role of
    a Salesman.

    For Exercise 03

    1-10

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