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Theories of Personal Selling

The document discusses several theories of personal selling: 1) AIDAS Theory explains the 5 mental states a prospect goes through - Attention, Interest, Desire, Action, Satisfaction. 2) Right Circumstances Theory says a sale occurs when external factors are right. 3) Buying Formula Theory is buyer-oriented and says a buyer's needs must be solved by a product/brand. 4) Behavioral Equation Theory views buying as a learning process influenced by drives, cues, responses, and reinforcement. It represents this with the equation B=P×D×K ×V.

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308 views

Theories of Personal Selling

The document discusses several theories of personal selling: 1) AIDAS Theory explains the 5 mental states a prospect goes through - Attention, Interest, Desire, Action, Satisfaction. 2) Right Circumstances Theory says a sale occurs when external factors are right. 3) Buying Formula Theory is buyer-oriented and says a buyer's needs must be solved by a product/brand. 4) Behavioral Equation Theory views buying as a learning process influenced by drives, cues, responses, and reinforcement. It represents this with the equation B=P×D×K ×V.

Uploaded by

Alpha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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THEORIES OF PERSONAL

SELLING

-
PERSONAL SELLING

● Also known as Face-to-Face selling


● It’s a selling technique by which a Salesperson uses his/ her interpersonal skills,
attitude and specialist product knowledge to persuade a customer in buying a
particular product or at least try the product.
● Often companies try to follow this approach with customers to make them aware
of a new product.
● Personal selling can take place through two different channels- through retail
and through direct-to-consumer channel.
Right Circumstances
AIDAS Theory
Theory

THEORIES
OF
PERSONAL
SELLING

Buying Formula Behavioral Equation


Theory Theory
AIDAS Theory
According to this theory, during the successful selling interview, the prospects
mind passes through 5 mental states;

1. Attention
2. Interest
3. Desire
4. Action
5. Satisfaction
(i) Gaining Attention
● Intensify the Prospect’s attention
● Searching the most effective selling appeal
● Questions to clarify attitudes and feelings towards the Product

(ii) Holding Interest

● Intensify the Prospect’s Interest so it evolves into strong interest


● Techniques are used such as visual aids, flipcharts, technical aids, etc.
(iii) Kindling the 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

(iv) Inducing Actions

● Closing the sales by judging the Prospect’s reaction


● Straightforwardly asking for the order, dropping the hints
(v) Building Satisfactions

● Reassuring that the decision was right


● Customer to have an impression that salesperson merely helped in deciding
RIGHT 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 received
● Seller oriented Theory
● External factors vis-a-vis Internal factors
● Focus on the External factors at the expense of Internal factors
BUYING FORMULA Theory
● Buyer oriented theory, emphasizes on the buyer’s side of the buyer-seller dyad.
● The buyer’s needs or problems receive major attention, and the salesperson’s
role is to help the buyer to find solutions.
● based on the fact that there is a need or a problem for which a solution must be
found which would lead to purchase decision, as shown below:
In purchasing, the “solution” involves two parts:

1. Product or service or both,

2. The brand name, manufacturer or the salesperson of the particular brand name:

The product or service (Brand name) must be considered adequate to satisfy the
need and the buyer must experience a pleasant feeling or anticipated satisfaction.
This ensure the purchase.
BEHAVIORAL EQUATION Theory

● Was proposed by Howard.


● Buying behaviour in terms of Purchasing process viewed as phases of learning
process
● Four essential elements of learning processes;
1. Drives : Strong internal stimuli that impel the buyer’s decision
- Innate drives
- Learned drives
2. Cues : Stimuli that will determine when the buyer will respond
- Triggering cues
- Non triggering cues
3. Response : what the buyer does
4. Reinforcement : any event that strengthens the buyers’ tendency to make a
particular response.

Howard incorporated these four elements into a Behavioral equation that is:

B=P×D×K ×V

P = Response or internal response tendency, i.e. the act of purchasing a brand or a


particular supplier.
D = Present drive or motivation level
K = “Incentive potential” that is, the value of product or brand or its perceived
potential value to the buyer.
V = Intensity of all cues: triggering, product or informational

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