Theories of Selling

THEORIES OF SELLING

 Selling is considered as an art by some and a science by others.

 This has produced two constrating approaches to the theory of selling.

 The theories of selling implies to the behavior of the salesperson towards the prospect or the
customer, which ensures the active sale of goods or services
Theories of Selling under different approaches
Seller oriented Buyer oriented
approaches approaches

Right Set Of
AIDAS Buying Formula
Circumstances

Behavioral
Equation
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Theory title style
of Selling

 Seller oriented theory

 According to this theory, a prospective buyers mind goes through five mental states.
 For a favorable outcome , i.e. sales ,it is the responsibility of the sales person to lead a prospect successfully through the five
stages:
 Attention
 Interest
 Desire
 Action
 Satisfaction

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 1.Attention
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 The goal is to put prospect into a respective state of mind. The first few minutes are
extremely crucial.
 The prospects guard is naturally up….since the counsellor is bent on selling the
course!
 A good rapport has to be established at once.
 Thus a brand get the attention of customers through:
 Captivating ads
 Personalized messaging
 Intelligent targeting

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2.Gaining Master title style
Interest

Develop a contagious enthusiasm for your products.

Visual ads like brochures and posters help.
Show empathy for the prospects current situation.
Listen to what is being said.
Sometimes the prospect drops some hints that can be picked up
and used to instigate interest.

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3.Kindling Desire
 The third goal is to kindle the prospect’s desire to the ready-to-
buy point.
 Keep the conversation running along the main line towards the
sale.
 Obstacles may be faced and ways found to get around them.
 Objections need answering to the prospect’s satisfaction.

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4.Inducing Action

 If the presentation has been good, the prospect is ready to act-that is, to buy.
 However, buying is not automatic and, as a rule, must be induced.
 Experienced sales personnel rarely try for a close until they are positive that the prospect is
fully convinced of the merits of the proposition. Thus, it is up to you to sense when the right
time is.
 Some never ask for a definite Yes or No, for the fear of getting a NO!

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5.Satisafction
 After the customer has committed, you should reassure the customer that the decision is
correct.
 The customer should be left with the impression that the sales personnel merely helped in
deciding.
 Thanking the customer should be immediately followed by an efficient procedure of
filling forms and subsequently following up on promises made.
 The “Yes” is the climax of the selling situation, so the possibility of the anticlimax should
be avoided –the customers sometimes unsell themselves and the sales personnel should
not linger around long.

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