AIDAS ,Right set of circumstances , buying formula, behaviour equation theories.

1. By:-Mouli and Girish.
MBA II
THEORIES OF PERSONAL SELLING

2. 1. AIDAS THEORY OF SELLING
• Prospect goes through Five Stages I.e Attention, Interest,
Desire, Action and Satisfaction
• Sales Presentation must be structured in a manner that that
leads the prospect in the right sequence
• Securing Attention:
• Receptive State of mind
• Sales Person to have a reason to conduct the interview
• Conversation openers
• Remarks about the Prospect

3. AIDAS
• Gaining Interest:
• Intensify the prospect's attention
• Searching the most effective selling appeal
• Questions to clarify attitudes and feelings towards the
product
• Kindling Desire:
• Kindle the prospect's desire to Ready-to-buy point
• Conversation running along the main line towards the
sale
• Taking care of External interruptions and Objection
handling

4. AIDAS
• Inducing Actions:
• Closing the sales buy judging the prospects reaction
• Straightforwardly asking for the order vis-à-vis dropping
the hints
• Building Satisfactions:
• Reassuring that the decision was right
• Customer to have an impression that salesperson
merely helped in deciding

5. 2. “RIGHT SET OF CIRCUMSTANCES” THEORY
• Everything was right for the sale
• Situation Response Theory
• Particular circumstance in a selling situation cause the
prospect to respond in a particular way
• Salesperson needs to present PROPER STIMULI or
APPEALS so that desired response is resulted
• Seller oriented Theory
• External Factors vis-à-vis Internal Factors
• Focus on the external factors at the expense of Internal
Factors

6. 3. BUYING FORMULA THEORY
• Emphasizes the Buyer’s side of the Buyer-Seller
Dyad
• Buyer’s needs or problems receive the major
attention and the salesperson’s role is to find solution
• Buying formula is a schematic representation of a
group of responses arranged in a psychological
sequence
• Emphasizes the Prospect’s responses

7. BUYING FORMULA THEORY
• Simplest Model:
Need (Problem) – Solution – Purchase
• Outcome of a purchase affects the chance that a
continuing relationship will develop between buyer
and seller
Need (Problem) – Solution – Purchase-
Satisfaction

8. BUYING FORMULA THEORY
• Need is always satisfied by a solution in terms of
product or services accompanied by respective
Trade or Brand Name
Need (Problem) – Solution – Product or Service/
Trade or Brand Name - Purchase- Satisfaction
• To ensure purchase, the product or service & the
Trade Name must be considered adequate and the
buyer must experience feeling of anticipated
satisfaction

9. BUYING FORMULA THEORY
(Adequacy/Pleasant)
Need (Problem) – Solution – Product or Service/
Trade or Brand Name - Purchase- Satisfaction
(Adequacy/Pleasant)

10. BUYING FORMULA THEORY
• Emphasis should be placed depending upon kind of
circumstance
• Need or Problem should be emphasized if Prospect
does not feel a need
• Association between need and Product must be
emphasized if Prospect does not connect it
• Association between Brand and Product to be
emphasized if Prospect fails to connect it
• In case of competition, emphasis should be on
developing the adequacy of the brand name and
pleasant feelings around it.

11. 4-BEHAVIORAL EQUATION THEORY
• Buying Behavior in terms of the purchasing process
viewed as phases of learning process
• Four Essential Elements:
• Drives:Strong Internal Stimuli that impel the buyer’s
action
• Innate Drives
• Learned Drives
• Cues: Weak Stimuli that will determine when buyer will
respond
• Triggering Cues
• Non Triggering Cues
• Specific product and information cues

12. BEHAVIORAL EQUATION THEORY
• Response: What buyer does
• Reinforcement: Event that strengthens the buyer’s
tendency to make a particular response
• Behavioral Equation:
B = P*D*K*V
• B – Response or purchase of brand
• P – Predisposition
• D – Present drive level
• K- Incentive Potential
• V –Intensity of all cues

13. 3 COMPONENTS OF BEHAVIORAL
EQUATION THEORY
• Buyer-seller dyad and reinforcement.
• Salesperson’s influence process.
• Salesperson’s Role in reducing buyers
dissonance.

14. HANDOVER THE SATISFACTION WHAT
CUSTOMER CHERISHES…….

15. • THANK YOU….