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By:-Mouli and Girish.
MBA II
THEORIES OF PERSONAL SELLING
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
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
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
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
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
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
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
BUYING FORMULA THEORY
(Adequacy/Pleasant)Need (Problem) – Solution – Product or Service/
Trade or Brand Name - Purchase- Satisfaction (Adequacy/Pleasant)
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.
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
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
3 COMPONENTS OF BEHAVIORAL EQUATION THEORY
• Buyer-seller dyad and reinforcement.
• Salesperson’s influence process.
• Salesperson’s Role in reducing buyers dissonance.
HANDOVER THE SATISFACTION WHAT CUSTOMER CHERISHES…….
• THANK YOU….