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Theories of Selling:
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Because the outcome of the purchase affects the chance that a continuing relationwill develop between the buyer and
the seller and because nearly all salesorganizations are interested in continuing relationship. It is necessary to
add afourth element the fourth elements then are Need solution purchase satisfactionWhenever a need is felt
or problem recognized, the individual is conscious of adeficiency of satisfaction. When definite buying habit has
been established the buying formula
is  N e e d   p r o d u c t   s e r v i c e   a n d   o r   t r a d e   n a m e   p u r c h a s e s a t i s f a c t i o n / dissati
sfactionTo ensure purchase the product or service and the trade name must be consideredadequate, and the buyer
must experience a feeling of anticipated satisfaction whenthinking of the product and service and the trade name. In
many cases, an itemviewed as adequate is also liked, and vice versa,  but this is not always so. Some products and
services that are quite adequate are not liked and bought that areadmittedly not as good as competing items.
Similar reasoning applies to tradenames. Some sources of supply are both adequate and liked, others
are adequate but not liked, and still others are liked but patronized even though they areinadequate to competing
sources.With adequacy and pleasant feelings included, the buying formula becomesAdequacy
Adequacy Need product and/ or trade name purchase satisfactionService Pleasant feelings Pleasant feelingsWhen a
buying habit is being established, the buyer should know why product or  service is an adequate solution to the
need or problem, and why trade name is the
 
 best name to buy. The buyers must also have a pleasant feeling toward the productor service and the trade
name.Then, whenever the buyer’s habit is challenged by a friend’s mark, a competingsalesperson’s presentation, or a
competitor’s advertisement, the buyer needsreasons to defend the purchase, and, in addition, he or she needs
a pleasant feelingtoward both the product or service and the trade name.The primary elements in a well established
buying habit are those connected bysolid lines, on the central line of  the formula. Most purchases are made
withscarcely a thought as to why, and with a minimum of feeling. And it should be theconstant aim of the
sales person and advertiser to form such direct associations.Reasons (adequacy of solution) and pleasant feelings
constitute the elements of defense in the buying habit. As long as they are present, repeat buying occurs.The answer
to each selling problem is implied in the buying formula, anddifferences among answers are differences in emphasis
upon the elements in theformula. It may be said that(1)If the prospect does  not feel a need or recognize a
problem that can be satisfied by the product or service, the need or problem should be emphasized.(2)If the prospect
does not think of the product or service when he or she feels then e e d o r r e c o g n i z e s t h e p r o b l e m , t h e
a s s o c i a t i o n b e t w e e n n e e d o r p r o b l e m a n d  product or service should be emphasized.(3)If the
prospect does not think of the trade name when he or she thinks of the   product or service, the
association between the product or service or trade name should be emphasized.( 4 ) I f n e e d o r
p r o b l e m , p r o d u c t o r s e r v i c e a n d t r a d e n a m e a r e w e l l a s s o c i a t i v e , emphasis should be put upon
facilitating purchase and use.(5)If competition is felt, emphasis should be put upon establishing in
the prospects’minds the adequacy of the trade name product or service, and pleasant feelings towards
it.
For example:

 
Suppose a salesperson goes to a lady and wants to sell a water purifier. He will tellabout the effectiveness of the
purifier in cleaning water and making it purer andsafer. He will place the water purifier as the solution for pure and
germ free water.When the lady purchases the water purifier it depends on her whether she getssatisfied or not. It
is not possible that the water purifier provides the sameadequacy and pleasant feeling to all. The water purifier  may
give adequate and pleasant feeling and the lady may purchase it and it will provide her satisfaction.There may be
other products in the market that can provide more adequacy andfeeling.
(4) Behavioral Equation Theory:
Using stimuli – response model, this theory  has developed. Four essential elementsrequired in learning process to
explain buying behavior and purchasing decision process.Drive – a strong internal stimulus that impel the buyer’s
response(i)Innate drive (psychological)
(ii)
Learned drive (status/social)For example: innate drive –you are hungryLearned drive – you want to
have burger Cues – Weak stimuli when the buyer’s respond(i)Triggering cue – activates decision process for  a given
product and evokes youto buy a product. For example : you are hungry and want to have burger (ii) Non – triggering
cue – influences the decision process but not activate. It can be of two types for the product which helps to make
opinion for decision processand the information which you get from  advertisements, sales promotion etc.For
example :You believe Mcdonalds provides the cheap and the best burger withquickest service time.

 
(iii) Specific product / information – also functions as triggering cue. For examplespecial offers/discounts on cold
drink and French fries with the burger.Response: What buyer does?Example buyer can purchase or notReinforcement
– event that strengthens buyer’s tendency of response.Example: convenience, time saving and money factor
also.B=P*D*K*VB=ResponseP= Predisposition/ inward response tendency habitD= Present drive levelK= incentive
potential i.e. value, product/potential satisfaction of the buyer Example if predisposition is positive then
automatically K is activeV= intensity of all customer Example here P and K is positive the customer are more loyal
towards the productsand sales increases.
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