SELLING THEORIES

AIDAS
The AIDAS theory of selling is one of the widest known theories and is the basis for
training materials across numerous organizations. AIDAS stands for Attention, Interest,
Desire, Action, Satisfaction. The AIDAS theory simply states that a prospect goes
through five different stages before finally responding satisfactorily to our product. thus
he should be led comfortably through all five stages.

Attention - Gaining attention is a skill and and just like any skill, gaining attention can
be improved upon with practice. A common phrase applicable over here is First
impression is last impression. The initial attempt of the sales person must be to put the
customer completely at ease. Casual conversation is one of the best openers after which
the sales person can gain customer attention by leading him onto the sale.

Interest - Once you have gained attention, it is very important to maintain interest.
Some sales people are very good in the opening but as the technicalities take over, they
become uncomfortable while explaining the product. Whereas others who are strong in
the product department might open bluntly but create interest in the second stage.
Maintaining interest is a crucial part of the sales process and hence is included in the
AIDAS theory.

Desire - Have you seen the commercials wherein you just have to get out of your house
and get the product? Perhaps a car, an ice cream or a house. The same has to be done by
the sales person in personal selling. He has to create enough desire in the customers
mind such that he immediately has to buy the product. Imagine an aquaguard sales man
or a tupperware sales person. They highlight the product in such a manner that you
might be thinking Why didnt i buy this product before. Thus kindling that desire
becomes an integral part of the AIDAS selling theory.

Action - Although there may be desire for the product, the customer might not act on it.
He might want to buy the product but he might NOT buy it. In such cases the customer
needs to be induced. There are various ways to induce the customer such that he buys
the product. It is important for the sales person to understand whether to directly
induce the customer or whether to push subtle reminders that you are there for a sales
call . Both methods work, but you need to know your customer.
Satisfaction - What would you do after the customer has given the order? Will you
stand up, Point at him and shout Fooled ya. I dont think so. The customer has just
parted with his money. Just like you part your money and expect good service, he
expects the same too. So even after he has bought the product, you need to reassure the
customer that he has made the right decision. The product is good for the customer and
you only presented the product. It was his decision and he is right about it. These small
cues post the sales process really give confidence to the customer and he then looks
forward to your product rather than thinking whether or not he has made the right
decision.


1. AIDAS Theory of Selling
Prospect goes through Five Stages I.e Attention, Interest, Desire, Action and Satisfaction
Sales Presentation must be structured in a manner that that leads the prospect in the right
sequence
Securing Attention:
Receptive State of mind
Sales Person to have a reason to conduct the interview
Conversation openers
Remarks about the Prospect
Gaining Interest:
Intensify the prospect's attention
Searching the most effective selling appeal
Questions to clarify attitudes and feelings towards the product
Kindling Desire:
Kindle the prospect's desire to Ready-to-buy point
Conversation running along the main line towards the sale
Taking care of External interruptions and Objection handling
Inducing Actions:
Closing the sales buy judging the prospects reaction
Straightforwardly asking for the order vis--vis dropping the hints
Building Satisfactions:
Reassuring that the decision was right
Customer to have an impression that salesperson merely helped in deciding


2. Right Set of Circumstances Theory
Everything was right for the sale
Situation Response Theory
Particular circumstance in a selling situation cause the prospect to respond in a particular way
Salesperson needs to present PROPER STIMULI or APPEALS so that desired response is resulted
Seller oriented Theory
External Factors vis--vis Internal Factors
Focus on the external factors at the expense of Internal Factors


3. Buying Formula Theory
Emphasizes the Buyers side of the Buyer Seller Dyad
Buyers needs or problems receive the major attention and the salespersons role is to find
solution
Buying formula is a schematic representation of a group of responses arranged in a
psychological sequence
Emphasizes the Prospects responses
Simplest Model:
Need (Problem) Solution Purchase
Outcome of a purchase affects the chance that a continuing relationship will develop between
buyer and seller
Need (Problem) Solution Purchase- Satisfaction
Need is always satisfied by a solution in terms of product or services accompanied by
respective Trade or Brand Name
Need (Problem) Solution Product or Service/ Trade or Brand Name - Purchase- Satisfaction
To ensure purchase, the product or service & the Trade Name must be considered adequate
and the buyer must experience feeling of anticipated satisfaction
Need (Problem) Solution Product or Service/ Trade or Brand Name - Purchase- Satisfaction
(Adequacy/Pleasant)
Emphasis should be placed depending upon kind of circumstance
Need or Problem should be emphasized if Prospect does not feel a need
Association between need and Product must be emphasized if Prospect does not connect it
Association between Brand and Product to be emphasized if Prospect fails to connect it
In case of competition, emphasis should be on developing the adequacy of the brand name
and pleasant feelings around it.
4. Behavioral Equation Theory
Buying Behavior in terms of the purchasing process viewed as phases of learning process
Four Essential Elements:
Drives:Strong Internal Stimuli that impel the buyers action
Innate Drives
Learned Drives
Cues:Stimuli that will determine when buyer will respond
Triggering Cues
Non Triggering Cues
Response: What buyer does
Reinforcement: Event that strengthens the buyers tendency to make a particular response
Behavioral Equation:
B = P*D*K*V
B Response or purchase of brand
P Predisposition
D Present drive level
K- Incentive Potential
V Intensity of all cues