“Buying Formula” Theory of Selling

PERSONAL SELLING AND SALESMANSHIP

4 THEORIES OF PERSONAL SELLING Join now

1. AIDAS THEORY OF SELLING.

AIDAS theory of selling is one of the widest known theories and is the basis for training materials across numerous organizations. AIDAS stands for Attention, Interest, Desire, Action, and Satisfaction. The AIDAS theory simply states that a prospect goes through five different stages before finally responding satisfactorily to any product. Thus he/s should be led

comfortably through all five stages.

Attention -

Gaining attention is a skill and just like any skill, gaining attention can be

improved upon with practice. A common phrase applicable over here is “First impression is last impression”. The initial attempt of the sales person must be to put the customer completely at ease. Casual conversation is one of the best openers after which the sales person can gain customer attention by leading him onto the sale.

Interest -

Once you have gained attention, it is very important to maintain interest. Some sales people are very good in the opening but as the technicalities take over, they become

uncomfortable while explaining the product. Whereas others who are strong in the product department might open bluntly but create interest in the second stage. Maintaining interest is a crucial part of the sales process and hence is included in the AIDAS theory.

Desire -

Have you seen the commercials wherein you just have to get out of your house and get the product? Perhaps a car, an ice cream or a house. The same has to be done by the sales person in personal selling. He has to create enough desire in the customers mind such that he immediately has to buy the product. Imagine an aquaguard salesman or a tupperware

salesperson. They highlight the product in such a manner that you might be thinking “Why didn’t I buy this product before”. Thus kindling that desire becomes an integral part of the AIDAS selling theory.

Action -

Although there may be desire for the product, the customer might not act on it. He might want to buy the product but he might NOT buy it. In such cases the customer needs to be induced. There are various ways to induce the customer such that he buys the product. It is important for the sales person to understand whether to directly induce the customer or whether to push subtle reminders that you are there for a sales call. Both methods work, but you need to know your customer.

Satisfaction -

What would you do after the customer has given the order? Will you stand up, Point at him and shout “Fooled ya”. I don’t think so. The customer has just parted with his money. Just like you part your money and expect good service, he expects the same too. So even after he has bought the product, you need to reassure the customer that he has made the right decision. The product is good for the customer and you only presented the product. It was his decision and he is right about it. These small cues post the sales process really give confidence to the customer and he then looks forward to your product rather than thinking whether or not he/s has made the right decision.

2. “Buying Formula” Theory of Selling:

The buyer’s needs or problems receive major attention, and the salesperson’s role is to help the buyer to find solutions.

This theory purports to answer the question: What thinking process goes on in the prospects’s mind that causes the decision to buy or not to buy? The name “buying formula”

was given to this theory by strong.

The theory is 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:

Whenever an individual feels a need, he is said to be

conscious of a deficiency of satisfaction. The solution will always be a product or service or both and they may belong to a producer or seller. The buyer develops interest in buying a solution.

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.

3. Behaviour Equation Theory of Selling:

This theory is a sophisticated version of the “right set of

circumstances” and this theory was proposed by Howard,

using a stimulus response model and using large number of

findings from behavioural research. This theory explains

buying behaviour in terms of purchasing decision process,

viewed as a phase of the learning process, four essential

elements of learning processes included in the stimulus

response model are drive, cues, response and reinforcement, which are given below, in brief:

1. Drive is a strong internal stimuli that impel buyers’

response. Innate drives stem from psychological needs and learned drives such as striving for status or social approval.

2. Cues are weak stimuli that determine when the buyer will respond.

Triggering cues activate the decision process whereas new triggering cues influence the decision process.

3. Response is what the buyer does.

4. A reinforcement is any event that strengthens the buyers’

tendency to make a particular response.

Howard believed that selling effort and buying action variables are multiplicative rather than additive.

Therefore, Howard incorporated these four elements into a behavioural 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.

4.“Right set of circumstances” Theory of Selling:

It is also called the “situation-response” theory. It has its psychological origin in experiments with animals. The major emphasis of the theory is that a particular circumstance

prevailing in a given selling situation will cause the prospect to respond in a predictable way. The set of circumstances can be both internal and external to the prospect. This is essentially a seller-oriented theory and it stresses that the salesman must control the situation in such a way as to produce a sale ultimately.

FACULTY NAME- SUNITA KUMARI