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Selling Theories and Behavioral Models

Models and Theories of Selling presents several theories of selling: 1) The AIDAS theory outlines 5 stages a buyer's mind passes through - attention, interest, desire, action, satisfaction. 2) The "Right Set of Circumstances" theory proposes that specific circumstances cause a particular response. 3) The "Buying Formula" theory emphasizes understanding the buyer's perspective and needs. 4) The "Behavioral Equation" theory explains buying as a learning process influenced by drive, cues, response, and reinforcement. The presentation also describes the SPIN model of selling which uses four types of questions - situation, problem, implication, need-payoff - to build rapport and understand customer needs.

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jatin
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208 views16 pages

Selling Theories and Behavioral Models

Models and Theories of Selling presents several theories of selling: 1) The AIDAS theory outlines 5 stages a buyer's mind passes through - attention, interest, desire, action, satisfaction. 2) The "Right Set of Circumstances" theory proposes that specific circumstances cause a particular response. 3) The "Buying Formula" theory emphasizes understanding the buyer's perspective and needs. 4) The "Behavioral Equation" theory explains buying as a learning process influenced by drive, cues, response, and reinforcement. The presentation also describes the SPIN model of selling which uses four types of questions - situation, problem, implication, need-payoff - to build rapport and understand customer needs.

Uploaded by

jatin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd

Models and Theories of Selling

Presented by:
JATIN VAID
Selling theories
Is selling a science, taught through concepts or
an art, learned through experience
Experience psychology V/S Behavioral science
Explain the Buyer Seller process
Seller orientation or Buyer orientation or
Both?

jatinvaid@[Link]
Types of Selling Theories
1. AIDAS Theory

2. Right Set of Circumstances Theory

3. Buying Formula Theory

4. Behavioral Equation Theory

jatinvaid@[Link]
1. AIDAS Theory
Buyers mind passes through 5 stages consciously
Attention, Interest, Desire, Action, Satisfaction
i. Securing Attention: Good rapport, conversation openers,
first impression, attire, smile, social skills
ii. Gaining Interest: Visual aids, effective selling appeal,
asking questions, brochures, handing over product to
customer
iii. Kindling Desire: Ready to buy point, Handling objections,
summarizing, focus
iv. Inducing actions: Sense timing for trial close, asking for
orders, reassuring
v. Building Satisfaction: Thank customer, reassuring
decision, written order, following up promises made

jatinvaid@[Link]
2. Right Set of Circumstances Theory
Also called, Situation Response Theory
Particular circumstances prevailing in a given
selling situation will cause the prospect to
respond in a particular way
External & internal stimuli
Fails to assign importance to external factors
(response)
Salesperson should control the situation to sell
effectively
Difficult to apply

jatinvaid@[Link]
3. Buying Formula Theory
Emphasizes the buyers perspective (thought
process) to buy or not to buy
Buyers needs receive major attention &
sellers role is to help buyer find solution.
Buying formula is based on a theory by E.K
Strong and arranges responses in a
psychological sequence

jatinvaid@[Link]
Buying formula

Product
Need (And / Or) Purchase Satisfaction
Brand Name

jatinvaid@[Link]
4. Behavioral Equation Theory
J.A Howard
Explains buying behavior in terms of purchasing
decision process as a learning process
Elements:
i. Drive: Strong internal stimuli (Innate or learned)
ii. Cues: Weak stimuli that determines when buyer
will buy (Price, advertisement)
iii. Response: What buyer does
iv. Reinforcement: An event that strengthens the
buyers tendency to respond

jatinvaid@[Link]
Behavioral equation
B=PXDXKXV
Where,
B: Buying
P: Predisposition
D: Drive level
K: Incentive potential
V: Intensity of all cues

jatinvaid@[Link]
SPIN Model of Selling
By, Neil Rackham (1988)
Underlying assumptions:
i. Relationship selling is customer centric
ii. Selling process adapted to customers to
deliver personal solutions
iii. Ask relevant questions
iv. Four kinds of questions: Situation, Problem,
Implication, Need-payoff (SPIN)
jatinvaid@[Link]
Steps of SPIN Selling
1. Opening: Builds rapport & establish a buyer
centered purpose for sale call
2. Investigation: Heart of SPIN Model to ask
relevant questions to uncover buyers needs
(Situation, Problem, Implication & Need
payoff)
3. Demonstrating capability: Explain the benefits of
solution and show how the product meets the
prospects needs
4. Obtaining commitment: To make the prospect
agree to advance the sale or make a purchase
jatinvaid@[Link]
i. Situation Questions
Straightforward facts about the buyers
existing situation & provide a starting place for
understanding buyers needs
To be asked sparingly to avoid monotony
Based on careful research about customer

jatinvaid@[Link]
ii. Problem Questions
Helps customers recognize their needs &
paves way to propose a solution
Helps better understanding of customers
problem

jatinvaid@[Link]
iii. Implication Questions
Increase a prospects motivation to seek
change.
Uncover the causes of the problem & its long
term consequences
Effective when prospect is the decision maker

jatinvaid@[Link]
iv. Need-payoff Questions
Helps customers to discover a way out by
asking how their problem could be resolved
Right Need-payoff questions can tell seller
how his solutions can help the customer
Highly convincing

jatinvaid@[Link]
Thank You!

jatinvaid@[Link]

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