Theory of selling pdf

Principles of Management- Planning. Staffing- Principles of Management. Related Books Free with a 30 day trial from Scribd. Dry: A Memoir Augusten Burroughs. Related Audiobooks Free with a 30 day trial from Scribd. Pramod Kumar Nayak Asst. Professor 2. There are four theories of selling such as: 1. During the successful selling interview, according to this theory, the prospects mind passes through five successive mental states: Attention, Interest, Desire, Action and Satisfaction consciously, so the presentation must lead the prospect through them in the right sequence if a sale is to result.

The sales person must establish good rapport at once. Favourable first impressions are to be assured in first step. Many techniques are used to gain interest such as showing visual aids, flipcharts, technical aids etc.

The sales person must keep the conversation running along the main line toward the sale. The objections to be handled carefully and the desire of the buyer to be aroused. This is a seller-oriented theory and stresses upon the sales person controlling the situation. This theory treats the job of a sales person as problem solving. A Howard explains buying behavior in terms of the purchasing decision process , viewed as phases of the learning process.

Four essential elements of the learning process included in the stimulus-response model are drive, cue, response and reinforcement, described as follows: 1.

Cues: are weak stimuli that determine when the buyer will respond. Triggering cues take a buyer to the buying point and non- triggering cues help in selecting the product and making a purchase decision. Such stimuli may come from advertising, conversation with other people including sales personnel and so on. The solution will always be a product or service or both and they may belong to a producer or seller.

The buyer develops interest in buying a solution. 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. This ensure the purchase.

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:. Innate drives stem from psychological needs and learned drives such as striving for status or social approval. Cues are weak stimuli that determine when the buyer will respond.

Triggering cues activate the decision process whereas new triggering cues influence the decision process. Howard believed that selling effort and buying action variables are multiplicative rather than additive. Is Salesmanship a Science or an Art? We use cookies We use cookies to personalise content and ads, to provide social media features and to analyse our traffic.

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Necessary Necessary. Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously. Selling : Selling is the exchange activity carried by the organizations and individuals to fulfil the needs of the consumers to earn profit in return.

Salesperson : The one who represents the company in front of the customers and is responsible for the sales of goods or services, is known as a salesperson.

Prospect : The prospect refers to the lead or prospective customer whom the salesperson needs to convince for closing a sales deal. Following are the four essential actions or stimuli over which the salesperson holds a command and can modify according to the situation, are as follows:. There are certain limitations due to which this theory was criticized. Some of these are as follows:. In this theory, it is assumed that the prospect or buyer has no idea about the new product and scientific or technological advancement.

Neither they know about the benefits or impact which the new products or technology can create for the prospects. Therefore, in such a situation, the product-oriented selling style is adopted, where the salespeople need to spread awareness about the product by specifying its features, advantages, benefits and usage, to the prospects.