Buyer-Seller Dyads

Buyer-Seller Interactions
Trust Construct
Physical characteristics (age ,height)
Objective factors (education, experience)
Personality factors (smoking, favors)

Ideal match (the more alike a seller and prospect

is,chance of sales success is more) .
Based on individual needs & expectation , each focal
person develops a strategy aimed to negotiate a
favorable exchange.
Strategy can be persuasion, Friendship, ingratiation.

Theories of Selling
AIDAS Theory ( securing Attention ,Gaining interest,
desire,inducing action by asking for order straightforward set
deal,building satisfaction)
Situation-Response Theory
sales person controlling the situation but makes it appear that
the
buyer is on control of situation).
Causes the prospect to respond in a predictable way.selling
appeal evokes desired response.
Seller oriented theory.
Buying Formula Theory
Need-Product/Service and/or Trade name-Purchase-Satisfaction
TOMA
Behavioural Equation Theory(uses stimulus response
model)
B= P*D*K*V

Behavioural Equation Theory

Drives (D) motivation ( strong internal stimuli)
Innate Arises from physiological needs..hunger.pain,thirst
Learned Striving for status. Innate drive is
hidden.Economically advanced society
Stimuli (v) ( that determine when buyer will respond)
Triggering : Activate decision process
Non Triggering : Only influence decision process-2types
1. Product (received from product directly like Packaging, price)
2. Information (Symbolic nature like advertising)
Response (B) what buyers does
Reinforcement (P)- predisposition/force of habit-strengthen buyer
tendency to make a particular response
B= P*D*K*V (Multiplicative equation)
K: Incentive potential( potential satisfaction to buyer)

Personal Selling
Industrial Selling

Selling to Resellers (Intermediaries)

Selling to Business Users
Institutional Selling
Selling to Government

Retail Selling
Personal or non- business consumption

Services Selling

Intangibles
Cannot be separated from sources
Less standardized
Produced, sold, consumed at same time

Steps in Personal Selling

Prospecting
Planning
Structuring
Execution
Review