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MANAGEMENT.....Continued
UNIT-I
AIDAS Theory of Selling: A- Attention I- Interest D--Desire A- Action S- Satisfaction A series of successive Mental States a buyer has to go through while making a purchase decision The prospect has to go through these five stages consciously The Sales presentation must lead the prospect through them in the right sequence if the sale is to result
Throughout this phase , the hope is to search out the selling appeal that is most likely to be effective. The hints dropped by prospects are used by the Sales person to select the best approach. They ask questions from the prospects regarding the clarification of attitudes and feelings towards the product or service. Even experienced sales people do a lot of probing usually of the question and answer variety before identifying strongest appeal.
External interruptions cause break in presentation and good sales people summarize what has been said earlier before continuing further when conversation resumes Digressive remarks should be disposed of tactfully
Inducing Actions: The prospect is ready to act if the presentation is perfect However Buying is not done automatically rather it is induced Experienced sales person rarely try for a close until they feel that the prospect is convinced regarding the merits of the product
given the order, the sales person must reassure the prospect regarding his decision The sales person must applaud him for taking that decision Building satisfaction means thanking the customer for the order The order finalization is the climax of the selling situation so Every effort should be made to avoid the anticlimax situation
The buying formula is a schematic representation of a group of responses arranged in psychological sequence.
The mental process involved in a purchase are Need(or problem)----------Product(Service) and Trade Name --------------- Purchase -------------Satisfaction There are two important factors involved such as Adequacy and Pleasant Feelings associated with both products as well as Trade Name when a buying habit is established , the buyer must know why the product is adequate solution and why the trade name is the best one to buy Thus whenever his buying habit is challenged by anybody he needs reasons to defend the
Drives: They are strong internal stimuli that impel the buyers response. It is of two kinds as Innate Drives Learned Drives Cues : are weak stimuli that determine the timing of buyers response. They are also of types such as Triggering Cues Non-Triggering Cues The Non-Triggering Cue is again of two types such as Product Cues
B=PxDxKxV
B--- Response or Internal response Tendency or act of Purchasing P---- Predisposition or Force of Habit D--Present Drive Level (or Motivation level) K--Incentive Potential ( Value of Product or potential satisfaction to Buyers) V--Intensity of all Cues