Overview of Modern Sales Approaches and Salesmanship Theories
Various salesmanship theories including AIDAS Model, Right Set of Circumstances Theory, Problem-Solving Approach, and Modern Sales Approach are discussed. These theories elaborate on steps involved in selling, modification of models, importance of situations and buyer-oriented strategies. Salespersons aim to solve buyer's problems, achieve purchase satisfaction, and generate positive brand feelings. The content emphasizes professionalized selling and contrasts traditional and modern views on the selling function.
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Presentation Transcript
Personal selling & Salesmanship Theories of Selling By : Muskan Oberoi BCP/17/268
AIDAS Model Sheldon in 1902 gave AIDA model (hierarchy of effects in marketing communication) Strong modified the model in 1925 in his book The Psychology of Selling AIDAS model by adding S known as AIDAS Theory Elaborates steps involved in selling
Modification of AIDA model Strong modified the sales approach realising the limitations of AIDAS model Need Solution Purchase Satisfaction
Right Set of Circumstances Theory Everything was right for that sale sums up this theory. The situation-response theory Seller oriented theory Success depends on how well the salesperson handles the situation A salesperson has to put everything in the right perspective Set of circumstances= external + internal factors Consumer is ignored i.e. internal factors
Modern Approaches
The Problem-Solving Approach (Buying Formula Theory) Events that occur in the buyer s mind during the process (buyer s perspective) Internal factors influencing the prospect The salesperson s job is to assist the buyer in finding the most appropriate solution to his problem Buying Formula Theory also known as Problem Solving Approach
The Problem-Solving Approach Salesperson look for various problems which their product/service can best solve for their prospect. The product/service must solve the buyer s problem or satisfy his need. It s a buyer-oriented theory Helps to generate positive feelings about a brand. Feelings of adequacy and pleasure are created Solution Problem or Need Purchase Satisfaction (Product/Service)
Modern Sales Approach More professionalized selling function Two different views of the selling function-traditional and modern The Traditional Approach Also called salesmanship approach Sales person s behaviour, a key element in the selling process Three variations of the approach-Canned sales presentations, Stimulus- Response Theory, Selling Formulas (AIDA formula) Product qualities and customer needs- determinants of an effective sales presentation Simplistic approach
Modern Sales Approach The Modern Approach Influenced by environmental forces Need to understand salesperson- customer relationship Salesperson must creatively adapt to different customers and environmental conditions Selling, an interpersonal communication process with a feedback mechanism
Modern Sales Approach System Selling process of selling interrelated goods or services together as a package sell a total system, rather than the individual component parts a problem-solving approach to industrial selling begins with buyer s need analysis that serves as the basis for deciding sales strategy and approach For e.g.-Ford
