5 Theories of Selling

5 Theories Of Selling
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. The process of influencing others to buy may be
viewed from different angles on the basis of different theories: thus
there are five theories of selling viz.
1. AIDAS theory of personal selling
2. “Right Set of Circumstances” theory of selling
3. “Buying Formula” theory of selling
4. “Behavioral Equation” theory
5. SELL Model
1). AIDAS Theory of Selling:
This theory, popularly known as AIDAS theory (attention, interest,

desire, action and satisfaction), is based on experimental knowledge.
This theory is very common.
According to this theory potential buyer’s mind passes
through the following stages:
1. Attention Getting:
It is the crucial step in the AIDAS process. The objective is to put the
prospect into the right state of mind to continue the sales talk. The
salesperson has to convince the prospect for participating in the face-
to-face interview. A good beginning of conversation may set the stage
for a full sales presentation. The salesperson must apply his social and
psychological skills to draw the attention of the prospect to his sales
presentation.
2. Interest Creating:
The second step is to intensify the prospect’s attention so that it
involves into strong interest. To achieve this, the salesperson has to be
enthusiastic about the product. Another method is to hand over the
product to the prospect and let him handle it. Brochures and other
visual aids serve the same purpose. Throughout the interest phase, the
hope is to search out the selling appeal that is most likely to be
effective.
3. Desire Stimulating:
After the attention getting and creating interest, the prospect must be
kindled to develop a strong desire for the product. This is a ready-to-
buy point. Objection from the prospect will have to be carefully
handled at this stage. Time is saved and the chances of making a sale
improved if objections are anticipated and answered before the
prospect raises them.
4. Action Inducing:
If the presentation has been perfect, the prospect is ready to act, that
is, to buy. Very often there may be some hesitation on the part of the
prospect at this stage. The salesperson should very carefully handle
this stage and try to close the deal effectively. Once the buyer has
asked the seller to pack the product, then it is the responsibility of the
seller to reassure the customer that the decision was correct.
5. Satisfaction:
The customer should be left with the impression that the salesperson
merely helped in deciding. After the sale has been made, the
salesperson should ensure that the customer is satisfied with the
product. The salesperson should sense the prospect’s mind and brief
his talks.
2). “Right set of circumstances” Theory of Selling:
It is also called the “situation-response” theory. It has its psychological

origin in experiments with animals. The major emphasis of the theory
is that a particular circumstance prevailing in a given selling situation
will cause the prospect to respond in a predictable way. The set of
circumstances can be both internal and external to the prospect. This
is essentially a seller-oriented theory and it stresses that the salesman
must control the situation in such a way as to produce a sale
ultimately.
3). “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. This theory
purports to answer the question: What thinking process goes on in the
prospects’s mind that causes the decision to buy or not to buy? The
name “buying formula” was given to this theory by strong.
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 purchase decision, as shown below:
Whenever an individual feels a need, he is said to be conscious of a

deficiency of satisfaction. 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.
In purchasing, the “solution” involves two parts:

1. Product or service or both,
2. 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. This ensure the purchase.
4). “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 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:
1. Drive is a strong internal stimuli that impel buyers’ response. Innate
drives stem from psychological needs and learned drives such as
striving for status or social approval.
2. 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.
3. Response is what the buyer does.
4. A reinforcement is any event that strengthens the buyers’ tendency

to make a particular response.
Howard believed that selling effort and buying action variables are
multiplicative rather than additive.
5). SELL Model
S – Selling The Features With enthusiasm explain all the features to your

prospects
E – Explain The Advantages With enthusiasm tell your prospect all the

advantages of what you have to offer them

L – Lead Into Benefits Get into all the benefits that specifically relate to your
customers
L – Let Them Talk Ask open-ended questions that will get your customer to
elaborate

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5 Theories Of Selling

There has been a lot of research by behavioural scientists and

1. AIDAS theory of personal selling

2. “Right Set of Circumstances” theory of selling

3. “Buying Formula” theory of selling

4. “Behavioral Equation” theory

1). AIDAS Theory of Selling:

This theory, popularly known as AIDAS theory (attention, interest,

2). “Right set of circumstances” Theory of Selling:

It is also called the “situation-response” theory. It has its psychological

3). “Buying Formula” Theory of Selling:

The buyer’s needs or problems receive major attention, and the

The theory is based on the fact that there is a need or a

Whenever an individual feels a need, he is said to be conscious of a

In purchasing, the “solution” involves two parts:

The product or service (Brand name) must be considered adequate to

4). “Behaviour Equation” Theory of Selling:

This theory is a sophisticated version of the “right set of

3. Response is what the buyer does.

4. A reinforcement is any event that strengthens the buyers’ tendency

5). SELL Model

S – Selling The Features With enthusiasm explain all the features to your

E – Explain The Advantages With enthusiasm tell your prospect all the

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