Theories of Selling

Ch.2
 Theories of Selling
Selling-art by some /science by others.

Two contrasting approaches

First approach -experiences of successful

salespeople/ advertising professionals.

Success-practical/learned through experience

psychology -apply it in sales situations.
 These selling theories emphasize the what to do
and how to do rather than the why.

Experiential knowledge-years of living in the

market rather than on a systematic, fundamental
body of knowledge.

Second approach -behavioral sciences.( John A.

Howard- Columbia Graduate School of Business)

Apply the findings of behavioral science to analysis

of buying behavior - behavioral equation -unified
theory of buying and selling.
 Four theories :

the first two, the AIDAS theory and the right set
of circumstances theory, are seller oriented.

The third, the buying formula theory of selling, is

buyer oriented.

The fourth, the behavioral equation, emphasizes the

buyers decision process but also takes the
salespersons influence process into account.
 AIDAS Theory of Selling
AIDAS theory-attention, interest, desire, action and
satisfaction- sales training programs are organized.

William James

During the successful selling interview the prospect's mind

consciously passes through five successive mental states :
attention, interest, desire, action and satisfaction.

The sales presentation must lead the prospect through

steps in the right sequence if a sale is to result.
(i) Securing attention:
Prospect into a receptive state of mind

The sales person has to have a reason, or an excuse for conducting

the interview.
If he has previously made an appointment, this phase presents no
problem, though experienced sales personnel say that even with an
appointment, a sales person must possess considerable mental
alertness; and be a skilled conversationalist, to survive the start of the
interview. As the prospect realizes the caller is bent on selling
something, the sales person must establish good support at once. He
needs an ample supply of "Conversation Openness". Among other
things, favorable first impressions are assured proper attire, neatness,
friendliness, amid a genuine smile just before the interview. Skill sales
personnel often decide up on conversation openness so that those
remarks are about the prospects if they are favorable comments
about the prospect's business. A good conversation opens causes the
prospect to relax and sets the stage for total presentation.