2. 1. AIDAS Theory of Selling
ïŹ Prospect
goes through Five Stages I.e Attention,
Interest, Desire, Action and Satisfaction
ïŹ Sales Presentation must be structured in a manner
that that leads the prospect in the right sequence
ïŹ Securing Attention:
â Receptive State of mind
â Sales Person to have a reason to conduct the interview
â Conversation openers
â Remarks about the Prospect
3. AIDAS
ïŹ Gaining
Interest:
â Intensify the prospect's attention
â Searching the most effective selling appeal
â Questions to clarify attitudes and feelings towards the
product
ïŹ Kindling
Desire:
â Kindle the prospect's desire to Ready-to-buy point
â Conversation running along the main line towards the
sale
â Taking care of External interruptions and Objection
handling
4. AIDAS
ïŹ Inducing
Actions:
â Closing the sales buy judging the prospects reaction
â Straightforwardly asking for the order vis-Ă -vis
dropping the hints
ïŹ Building
Satisfactions:
â Reassuring that the decision was right
â Customer to have an impression that salesperson
merely helped in deciding
5. 2. âRight Set of Circumstancesâ Theory
ïŹ Everything
was right for the sale
ïŹ Situation Response Theory
ïŹ Particular circumstance in a selling situation
cause the prospect to respond in a particular way
ïŹ Salesperson needs to present PROPER STIMULI
or APPEALS so that desired response is resulted
ïŹ Seller oriented Theory
ïŹ External Factors vis-Ă -vis Internal Factors
ïŹ Focus on the external factors at the expense of
Internal Factors
6. 3. Buying Formula Theory
ïŹ Emphasizes
the Buyerâs side of the Buyer Seller
Dyad
ïŹ Buyerâs needs or problems receive the major
attention and the salespersonâs role is to find
solution
ïŹ Buying formula is a schematic representation of a
group of responses arranged in a psychological
sequence
ïŹ Emphasizes the Prospectâs responses
7. Buying Formula Theory
ïŹ Simplest
Model:
Need (Problem) â Solution â Purchase
ïŹ Outcome of a purchase affects the chance that a
continuing relationship will develop between
buyer and seller
Need (Problem) â Solution â PurchaseSatisfaction
8. Buying Formula Theory
ïŹ Need
is always satisfied by a solution in terms of
product or services accompanied by respective
Trade or Brand Name
Need (Problem) â Solution â Product or
Service/ Trade or Brand Name - PurchaseSatisfaction
ïŹ To ensure purchase, the product or service & the
Trade Name must be considered adequate and the
buyer must experience feeling of anticipated
satisfaction
10. Buying Formula Theory
ïŹ Emphasis
should be placed depending upon kind
of circumstance
ïŹ Need or Problem should be emphasized if Prospect
does not feel a need
ïŹ Association between need and Product must be
emphasized if Prospect does not connect it
ïŹ Association between Brand and Product to be
emphasized if Prospect fails to connect it
ïŹ In case of competition, emphasis should be on
developing the adequacy of the brand name and
pleasant feelings around it.
11. Behavioral Equation Theory
ïŹ Buying
Behavior in terms of the purchasing process
viewed as phases of learning process
ïŹ Four Essential Elements:
ïŹ Drives:Strong Internal Stimuli that impel the buyerâs
action
â Innate Drives
â Learned Drives
ïŹ Cues:Stimuli
that will determine when buyer will
respond
â Triggering Cues
â Non Triggering Cues
12. Behavioral Equation Theory
ïŹ Response:
What buyer does
ïŹ Reinforcement: Event that strengthens the
buyerâs tendency to make a particular response
ïŹ Behavioral Equation:
B = P*D*K*V
ïŹ B â Response or purchase of brand
ïŹ P â Predisposition
ïŹ D â Present drive level
ïŹ K- Incentive Potential
ïŹ V âIntensity of all cues