Theories of Selling 8/12/15 05:19:38 AMSales TipsUnderstanding customer need & problem can drive sales28/12/15 05:19:38 AMBuyer Seller DyadsDyad : situation in which two people interactsEx : Sales person !rospect "ran#lin Evans Dyads in $nsurance Sellers and buyers similar outloo# can result in salesBuyers initial conditioning with sales can in%luence sales& Sales process is in%luenced by personality and roles& 38/12/15 05:19:39 AMTwo approaches Sales theories '& Based on experiences o% sales people and advertising people ( toa certain extent) *& Based on behavioral theory 48/12/15 05:19:39 AMTheories Seller +riented Theories Buyer oriented Theories Sales person in%luence and buyers decision process AIDAS Right Set of circumstances theory Buying formulaeBehavioral equation theory 58/12/15 05:19:39 AMAIDAS '& ,ttention*& $nterest-& Desire.& ,ctions : Buying must be induced& /& Satis%action : ,ssure that it builds satis%action& 68/12/15 05:19:39 AM0ight Set o% 1ircumstances$t is called situation response theory &!articular 1ircumstances can ma#e the prospect respond in a predictable way &1ircumstances can be external or internal&78/12/15 05:19:39 AMBuying %ormula theory Buyers needs or problems are important and sales person2s role is to help the buyer to %ind solutions&3eedSolutionBuyer!urchase Satis%action&3eed to emphasi4e on need5 product 6solution& 88/12/15 05:19:39 AM,dding ade7uacy and pleasant %eelingsade7uacypleasant %eelings3eed!roduct service6trade nameBuyer!urchase Satis%action8/12/15 05:19:39 AM9Behavioral e7uation theory 8&, 9oward used stimulus response model and %indings %rom behavioral research& . essential elements o% sales process& ,) Drive b) 1ues c) 0esponse d) 0ein%orcement108/12/15 05:19:39 AMDrives ( strong $nternal stimuli) $nnate and :earned drives 1ues ;ea# stimuliTwo type o% 1ues !roduct and $n%ormational cues 0esponse and 0ein%orcement&118/12/15 05:19:39 AMHowards eqa!io" B< !=D=>=?B< 0esponse!< !resent satis%action?< $ntensity o% all cues& 128/12/15 05:19:39 AMTypes o% Selling @odels'& Standardi4ed@odel:!roAectingtheproduct%eaturesin relation with customer bene%it& Ex:User%riendly5productivityimprovement5sa%etyaspects etc&!resentation is structured and called canned presentation& 138/12/15 05:19:39 AM1ontinuedBB *&3eed Satis%action models :Sales person having a basic understanding o% customer problems and conveys the value his or her company o%%ers& The sales man2s goals : a) $denti%ying the prospect b) !rovide the bene%it to change c) enhance customer con%idence d) value promised should bedelivered& 148/12/15 05:19:39 AM1ontinuedBB -& !roblem solution model : !roblem solution model similar to 3S model but %ormal study o% customer problem is done& Ex : Telecommunication5 1omputer and $n%ormation systems etc& ( @ostly in B*B context)& 158/12/15 05:19:39 AM1omparing S@ and !SSMa) ,ll prospects buy& b) 1ustomer has reasonable understanding c) ,ccept it when you can provide customer need& PSa) "ew will buyb) 1ustomer re7uires guidancec) 0eAect when you cannot improve customer need& 16 8/12/15 05:19:39 AMSales person role in reducing buyer DissonanceC s#epticism 17Discussion 8/12/15 05:19:39 AM188/12/15 05:19:39 AM