Theories of selling

AIDAS Theory ‡ ‡ ‡ ‡ ‡ Attention Interest Desire Action Satisfaction .

Securing Attention ‡ Receptive stage ‡ First few minutes ‡ First impressions .

Gaining Interest ‡ ‡ ‡ ‡ Intensify the Prospects attention Search out the selling appeal Look for hints ³probe´ .

Kindling Desire ‡ ‡ ‡ ‡ Ready to buy point Objections External interruptions Digressive remarks .

Inducing actions ‡ Close the sale ‡ Ask for the order ‡ Get it signed .

Building satisfaction ‡ After the sales ³get your ass out of the place´ .

Right set of circumstancesTheory ‡ Everything was right for that sale .

Buying Formula Theory Adequate Adequate Need--product/ tradename---purchase--satisfaction Pleasant feeling Pleasant feeling .

Buying Formula Theory Implications ‡ If the prospect did not feel the need. it should be emphasized ‡ If he does not think of the product when he feels the problem. then product should be emphasized ‡ If he does not think of the brand when he think of the product then associate the brand with the product .

product and brand are well associated.emphasis on purchase and use. ‡ If competition is felt then emphasis on establish adequacy and pleasant feelings ‡ If the prospect is new .Buying Formula Theory implications ‡ If the need.every element has to be emphasised .

Behaviour Equation theory ‡ Situation ±response theory ‡ Drives ± Strong internal stimuli that impel buyers response ‡ Innate and learned drives ‡ Cues ± weak stimuli that determine when the buyer will respond ‡ Response is what the buyer does ‡ Reinforcement is any event that strengthen the response .

Behaviour Equation theory ‡ ‡ ‡ ‡ ‡ ‡ B=PxDxKxV B = response P= Inward tendency or force of habit D = Present drive level K = ³incentive´ potential or value V = Intensity of all cues .

Sales Approaches ‡ ‡ ‡ ‡ Situations ± response Need Satisfaction Problem Situation Consultative selling .

new salesperson-client relationship .Sales person & buyer¶s Dissonance ‡ Established product ±ongoing salesperson ±client relationship ‡ Established product ±a new salesperson ± client relationship ‡ New product ±Ongoing salesperson-client relationship ‡ New product.

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