Seller Oriented Theories of Selling by Moses Isaac

Seller Oriented Theories of Selling by Moses Isaac

1.AIDAS Theory Of Selling ;

The term AIDAS includes the five words used to express it : attention, interest, desired action and satisfaction. These provide the basis for many sales and advertising. It is the skeleton around which many sales training programs are organised. The psychological writings of William James support this theory. Its construct is based upon experimental knowledge. It was in existance as early as 1898. According to this theordy during the successful selling interview the prospect's mind consiously passes through five successive mental states : attention, interest, desire, action and satisfaction. The sales presentation must lead the prospect through steps in the right sequence if a sale is to result.

(i) Securing attention :

In order to put the prospect into a receptive state of mind, the first few minutes of the interview are crucial. The sales person has to have a reason, or an excuse for conducting the interview.

If he has previously made an appontment, this phase presents no problem, though experienced sales personell say that even with an appointment, a sales person must posses considerable mental alertness; and be a skilled conversationalist, to survive the start of the interview. As the prospect realises the caller is bent on selling something, the sales person must establish good support at once. He needs an ample supply of "Conversation Openess". Among other things, favourable first impressions are assured proper attire, neatness, friendliness, amd a genuine smile just befor the interview. Skill sales personell often decide up on conversatin openess so that those remarks are about the prospects if they are favourbale comments about the prospect's business. Agood conversation opens causes the prospect to relax and sets the stage for total presentation.

(ii)Gaining Interest :

Many techniques are used to intensify the prospect's attention so that it evolves into strong interest. Some sales people develop contagious enthusiasm for the product or a sample. Sales portfolios, flip charts, or other visual aids serve the same purpose when the product is bulky or technical.

One should search out the selling appeal that is most likely to be effective. Some times the prospect drops hints, which the sales person then uses in selecting the best approach. Some sales person stratagems to elicit revealing questions to encourage hints by the prospects. Others are the prospect question designed to clarify attitudes and feelings towards the product. Bug before identifying the strongest appeal even experienced sale person do considerable probing, usually of the question - and - answer variety. the prospect's interests are affected by basic motivations, closeness of the interview subject to the current problems, its timeliness, and their receptive, skeptical or hostile mood. In selecting the appeal to emphasize the sales person must take all these into account.

(iii) Kindling Desire :

The sales person must keep the conversation running along the main line toward the sale to kindle the prospect's desire to ready - to - buy point. The development of sales obstacles the prospects objections, external interruptions, and digressive remarks may sidetrack the presentation during this phase. Obstacles mus be faced and ways found to get around them. Objections need answering to the prospects satisfaction. Time is saved, and the chance of making a sale improved if objections are anticipated and answered before the prospects raises them. Good sales people summarise what has been said earlier before continuing. Digressive should be disposed of factfully, with finesse, but some times distracting depression is best handled bluntly for exaple " well : that's all very interesting but to get back to the subject...".

(iv)Inducting Action :

If the presentation has been perfect, the prospect is ready to buy. However, buying must be induced. Experienced sales personnel do not close until the prospect is fully convinced of the merits of the proposition. The trial close, the close on a minor point, and the trick close are used to test the prospect's free action. For fear of getting "No" from which they think there is no retreat some sales personell never ask for definite "yes" or "No" . But it is better to ask for the oprder straight forwardly.

(v) Building Satisfaction :

The sales person should reassure the customer that his buying decision is correct and that sales person merely helped in deciding. The order is the climax of the selling situation. Building satisfaction means thanking the customer for the order, and attending to such matter as making certain that the order is filled as written, and following upon promises made.

Moses Isaac