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THEORIES OF SELLING:
Selling is considered an art by some and a science by others and has produced two
contrasting approaches to the theory of selling. The first approach distilled the
experiences of successful salespeople and to a lesser extent, advertising
professionals. Many such persons succeeded because of their grasp of practical, or
learned through experience psychology and their ability to apply it in sales
situations. These selling theories emphasize the “what to do” and “how to do”
rather than the “why”. These theories, based on experiential knowledge
accumulated from years of “living in the market” rather than on a systematic,
fundamental body of knowledge.
The second approach borrowed findings from the behavioral sciences. John
A. Howard of Columbia Graduate School of Business was in the forefront of those
who adapted the findings of behavioral science to analysis of buying behavior; his
“behavioral equation” attempts to develop a unified theory of buying and selling.
There are four theories, the first two, the “AIDAS” theory and the “right set
of circumstances” theory, are seller oriented. The third, the “buying – formula”
theory of selling, is buyer oriented. The fourth, the behavioral equation,
emphasizes the buyer’s decision process but also takes the salesperson’s influence
process into account.
(1) AIDAS Theory of Selling
The theory- popularly known as the AIDAS theory, after initials of the five words
express it (attention, interest, desire, action and satisfaction) is the basis for many
sales training programs are organized. According to the theory, the prospect’s mind
passes through five successive mental states: attention, interest, desire, action, and
satisfaction so the sales presentation must lead the prospect through them in the
right sequence if a sale is to result.
The psychological writings of William James support this theory. Its construct is
based upon experimental knowledge. It was in existence as early as 1898.
According to this theory during the successful selling interview the prospect's
mind consciously passes through five successive mental states : attention,
interest, desire, action and satisfaction. The sales presentation must lead the
prospect through steps in the right sequence if a sale is to result.
(i) Securing attention:
In order to put the prospect into a receptive state of mind, the first few minutes of the interview are
crucial. The sales person has to have a reason, or an excuse for conducting the interview.
If he has previously made an appointment, this phase presents no problem, though
experienced sales personnel say that even with an appointment, a sales person must
possess considerable mental alertness; and be a skilled conversationalist, to survive
the start of the interview. As the prospect realizes the caller is bent on selling
something, the sales person must establish good support at once. He needs an
ample supply of "Conversation Openness". Among other things, favorable first
impressions are assured proper attire, neatness, friendliness, amid a genuine smile
just before the interview. Skill sales personnel often decide up on conversation
openness so that those remarks are about the prospects if they are favorable
comments about the prospect's business. A good conversation opens causes the
prospect to relax and sets the stage for total presentation.
(ii) Gaining Interest:
Many techniques are used to intensify the prospect's attention so that it evolves
into strong interest. Some sales people develop contagious enthusiasm for the
product or a sample. Sales portfolios, flip charts, or other visual aids serve the
same purpose when the product is bulky or technical.
One should search out the selling appeal that is most likely to be effective.
Sometimes the prospect drops hints, which the sales person then uses in selecting
the best approach. Some sales person stratagems to elicit revealing questions to
encourage hints by the prospects. Others are the prospect question designed to
clarify attitudes and feelings towards the product. Bug before identifying the
strongest appeal even experienced sale person do considerable probing, usually of
the question - and - answer variety. The prospect's interests are affected by
basic motivations, closeness of the interview subject to the current problems, its timeliness, and their
receptive, skeptical or hostile mood. In selecting the appeal to emphasize the sales person must take
all these into account.
(iii) Kindling Desire:
The sales person must keep the conversation running along the main line toward
the sale to kindle the prospect's desire to ready - to - buy point. The development of
sales obstacles the prospects objections, external interruptions, and digressive
remarks may sidetrack the presentation during this phase. Obstacles must be faced
and ways found to get around them. Objections need answering to the prospects
satisfaction. Time is saved, and the chance of making a sale improved if objections
are anticipated and answered before the prospects raises them. Good sales people
summarize what has been said earlier before continuing. Digressive should be
disposed of fact fully, with finesse, but sometimes distractingdepr ession is best
handled bluntly for example " well: that's all very interesting but to get back to the
subject...".
(iv) Inducting Action:
If the presentation has been perfect, the prospect is ready to buy. However, buying
must be induced. Experienced sales personnel do not close until the prospect is
fully convinced of the merits of the proposition. The trial close, the close on a
minor point, and the trick close are used to test the prospect's free action. For fear
of getting "No" from which they think there is no retreat some sales personnel
never ask for definite "yes" or "No”. But it is better to ask for the order straight
forwardly.
(v) Building Satisfaction:
The sales person should reassure the customer that his buying decision is correct
and that sales person merely helped in deciding. The order is the climax of the
selling situation. Building satisfaction means thanking the customer for the order,
and attending to such matter as making certain that the order is filled as written,
and following upon promises made.
For example-
Securing attention –Telling about RO water purifier and its quality to purify
water
Gaining Interest – by showing flipcharts, presentations and brochures and also
focusing on purity and health of the family members.
Kindling Desire – to make them use the RO water purifier for their use
Induction – consumer purchase the product due to its effectiveness in providing
pure and germ free water
Building Satisfaction – appreciate the customer by saying that he has made the
good purchase by relating its health factor .
(2)RIGHT SET OF CIRCUMSTANCES THEORY:
This theory sometimes is also called “Situation Response theory”, had its
psychological origin in experiments with animals and holds that the particular
circumstances prevailing in a given selling situation cause the prospect to respond
in a predictable way. If the sales person succeeds in securing the attention and
gaining the interest of the prospect, and if the salesperson presents the proper
stimuli or appeals, the desired response will result.
Furthermore the more skilled the salesperson is in handling the set of
circumstances, the more predictable is the response. The set of circumstances
includes factors external and internal to the prospect. To use a simplified example,
Suppose a salesperson sales to the prospect, “Let’s go out for lunch”. The
salesperson and the remarks are the external factors. But at least 4 factors internal
to the prospect affect the response. These are the presence or the absence of desires
(1) First to go out for lunch
(2) To have it now

(3) To go out
(4) To go out with salesperson
Proponents of this theory tend to stress external factors and at the expense of
internal factors. They seek selling appeals that evoke desired responses. Sales
personnel who try to apply the theory experience difficulty traceable to internal
factors in many selling situations, but the internal factors are not readily
manipulated. This is a seller oriented theory: it stresses the importance of the
salesperson controlling the situation, does not handle the problem of influencing
the factors internal to the prospect, and fails to assign appropriate weight to the
response side of the situation response interaction.
For example
Suppose you provide a Paying guest accommodation as well as provide Tiffin
services to those living in PG as well as to others and charge for it.
(3) “Buying Formula” theory of selling :
This theory emphasizes the buyer’s side of the buyer’s seller dyad. The buyers
need or problem receives major attention and the sales person role is to help buyer
find solutions. This theory purports: what thinking process goes on mind that
causes the decision to buy or not to buy?
The buying formula is a schematic representation of a group of responses arranged
in a psychological sequence .The formula theory emphasizes the prospects
responses and deemphasizes the external factors ,on the assumption that the
salesperson, being naturally conscious of the external factors will not overlook
them.
The mental involved in the purchase are
Need
solution
purchase
Because the outcome of the purchase affects the chance that a continuing relation
will develop between the buyer and the seller and because nearly all sales
organizations are interested in continuing relationship. It is necessary to add a
fourth element the fourth elements then are
Need
solution
purchase
satisfaction
Whenever a need is felt or problem recognized, the individual is conscious of a deficiency of
satisfaction. When definite buying habit has been established the buying formula is
Need
product service and or trade name
purchase
satisfaction/
dissatisfaction
To ensure purchase the product or service and the trade name must be considered
adequate, and the buyer must experience a feeling of anticipated satisfaction when
thinking of the product and service and the trade name. In many cases, an item
viewed 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 are
admittedly not as good as competing items. Similar reasoning applies to trade
names. 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 are
inadequate to competing sources.
With adequacy and pleasant feelings included, the buying formula becomes
Adequacy
Adequacy
Need
product and/ or trade name
purchase
satisfaction
Service
Pleasant feelings
Pleasant feelings
When 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

Theories of Selling:
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09 / 26 / 2010
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