Diapositiva 1
Theories of Selling 7/26/2015 1:11:45 PMSales TipsUnderstanding
customer need & problem can drive sales27/26/2015 1:11:45
PMBuyer Seller DyadsDyad : situation in which two people
interactsEx :- Sales person- Prospect Franklin Evans Dyads in
Insurance Sellers and buyers similar outlook can result in
salesBuyers initial conditioning with sales can influence sales.
Sales process is influenced by personality and roles. 37/26/2015
1:11:45 PM3Two approaches Sales theories Based on experiences of
sales people and advertising people ( to a certain extent) Based on
behavioral theory 47/26/2015 1:11:45 PMTheories Seller Oriented
Theories Buyer oriented Theories Sales person influence and buyers
decision process AIDAS
Right Set of circumstances theory Buying formulae Behavioral
equation theory 57/26/2015 1:11:45 PM1. AIDAS
AttentionInterestDesireActions : Buying must be induced.
Satisfaction : Assure that it builds satisfaction. 67/26/2015
1:11:45 PM2. Right Set of CircumstancesIt is called situation-
response theory .Particular Circumstances can make the prospect
respond in a predictable way .Circumstances can be external or
internal.
77/26/2015 1:11:45 PM3. Buying formula theory Buyers needs or
problems are important and sales persons role is to help the buyer
to find solutions.Need Solution Buyer Purchase Satisfaction.Need to
emphasize on need, product \solution. 87/26/2015 1:11:45 PMAdding
adequacy and pleasant feelings adequacy pleasant feelings
Need Product service\trade name Buyer Purchase
Satisfaction7/26/2015 1:11:45 PM94. Behavioral equation theory J.A
Howard used stimulus response model and findings from behavioral
research. 4 essential elements of sales process. A) Drive b) Cues
c) Response d) Reinforcement107/26/2015 1:11:45 PMDrives ( strong
Internal stimuli) Innate and Learned drives Cues Weak stimuliTwo
type of Cues- Product and Informational cues Response and
Reinforcement.117/26/2015 1:11:45 PMHowards equation B= P*D*K*VB=
ResponseP=Inward response tendencyD= Present drive levelK= Present
satisfaction V= Intensity of all cues.
127/26/2015 1:11:45 PMTypes of Selling ModelsStandardized Model
: Projecting the product features in relation with customer
benefit. Ex: User friendly, productivity improvement, safety
aspects etc.Presentation is structured and called canned
presentation. 137/26/2015 1:11:45 PMContinued Need- Satisfaction
models : Sales person having a basic understanding of customer
problems and conveys the value his or her company offers. The sales
mans goals :- Identifying the prospect b) Provide the benefit to
change c) enhance customer confidence d) value promised should be
delivered. 147/26/2015 1:11:45 PMContinued Problem solution model :
Problem solution model similar to NS model but formal study of
customer problem is done. Ex :- Telecommunication, Computer and
Information systems etc. ( Mostly in B2B context). 157/26/2015
1:11:45 PMComparing SM and PSSMAll prospects buy. Customer has
reasonable understanding Accept it when you can provide customer
need. PSFew will buyCustomer requires guidanceReject when you
cannot improve customer need. 167/26/2015 1:11:45 PMSales person
role in reducing buyer Dissonance/ skepticism 17Discussion
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