There has been a lot of research by behavioural scientists and marketing scholars to examine whether selling is an art or science and various theories have been developed to explain the buyer-seller buying process.
“Right Set of Circumstances” theory of selling
According to this theory, the potential buyer’s mind passes through the following stages: Attention-Getting: It is the crucial step in the ADIDAS process.
The salesperson must apply his social and psychological skills to draw the attention of the prospect to his sales presentation.
Desire Stimulating: After the attention-getting and creating interest, the prospect must be kindled to develop a strong desire for the product.
Action Inducing: If the presentation has been perfect, the prospect is ready to act, that is, to buy.
After the sale has been made, the salesperson should ensure that the customer is satisfied with the product.
The major emphasis of the theory is that a particular circumstance prevailing in a given selling situation will cause the prospect to respond predictably.
“Buying Formula” Theory of Selling: The buyer’s needs or problems receive major attention, and the salesperson’s role is to help the buyer to find solutions.
The theory is based on the fact that there is a need or a problem for which a solution must be found which would lead to a purchase decision, as shown below: Whenever an individual feels a need, he is said to be conscious of a deficiency of satisfaction.
The “solution” involves two parts: Product or service or both, The brand name, manufacturer or the salesperson of the particular brand name: The product or service (Brand name) must be considered adequate to satisfy the need and the buyer must experience a pleasant feeling or anticipated satisfaction.
Behaviour Equation Theory of Selling: This theory is a sophisticated version of the “right set of circumstances” and this theory was proposed by Howard, using a stimulus-response model and using a large number of findings from behavioural research.
This theory explains buying behaviour in terms of purchasing decision process, viewed as a phase of the learning process, four essential elements of learning processes included in the stimulus-response model are drive, cues, response and reinforcement, which are given below, in brief: Drive is strong internal stimuli that impel buyers’ response.
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