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THEORIES OF SELLING

THEORIES OF SELLING. PRESENTED TO PROF. M R RANA PRESENTED BY:- ANISHA GUPTA (05-MBA-08) ANKUSH KALGOTRA (06-MBA-08). THEORIES OF SELLING. Selling is considered as an art by some and a science by others. This has produced two contrasting approaches to the theory of selling.

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THEORIES OF SELLING

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  1. THEORIES OF SELLING PRESENTED TO PROF. M R RANA PRESENTED BY:- ANISHA GUPTA (05-MBA-08) ANKUSH KALGOTRA (06-MBA-08)

  2. THEORIES OF SELLING Selling is considered as an art by some and a science by others. This has produced two contrasting approaches to the theory of selling.

  3. Four Theories of Selling • AIDAS • “Right set of circumstances” • “Buying Formula” • “Behavioral Equation”

  4. AIDAS and “Right Set Of Circumstances” are seller oriented theories. • “Buying Formula” theory of selling is Buyer oriented. • The “Behavioral Equation” theory emphasizes the buyer’s decision process but also takes the salesperson’s influence process into account.

  5. AIDAS theory of selling • A-Securing attention. • I-Gaining Interest. • D-Kindling desire. • A-Inducing Action. • S-Building Satisfaction.

  6. “Right Set of Circumstances” • Theory can be summarized as “Every thing was right”. • This theory is also known as “Situation-response” theory. • A sales person needs to be well skilled to handle the set of circumstances.

  7. BYUING FOMULA THEORY OF SELLING

  8. The name “buying formula” has been given by the late E.K. Strong. • It is a step-by-step explanation of the buyer’s needs. • Reduced to its simplest form, the mental processes involved in a purchase are need solution purchase

  9. After adding the fourth element, it becomes Need(or problem) solution purchase satisfaction

  10. After modification in the solution and satisfaction, the buying formula becomes need product and/or service and trade name purchase satisfaction/dissatisfaction

  11. After adding adequacy and pleasant feelings, it becomes adequacy pleasant feelings need product and/or service and trade name purchase satisfaction/dissatisfaction

  12. “Behavioral Equation” Theory

  13. Using a stimulus response model and incorporating findings from behavioral research, J.A. Howard explains buying behavior in terms of the purchasing decision process, viewed as phases of the learning process. Four essential elements of the learning process included in the stimulus-response model are: • DRIVES: a) INNATE DRIVES b) LEARNED DRIVES

  14. 2. CUES: a) PRODUCT CUES b) INFORMATIONAL CUES 3. RESPONSE 4. REINFORCEMENT

  15. Howard incorporates these four elements into an equation B =P * D * k * V Where B= response or internal response tendency P= predisposition or the inward response tendency K= incentive potential V= intensity of all the cues

  16. THANK YOU

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