Salesmanship has always been an important part of human civilization. Even in the earliest societies, there was always someone who was better at convincing others to trade goods or services. Over time, this led to the development of theories about how best to sell things.
The most famous theory of selling is probably that of Dale Carnegie, author of How to Win Friends and Influence People. Carnegie argued that the key to selling is not so much what you say as how you say it. He believed that people will respond positively to a sales pitch if they feel like the person making it is sincere and interested in them as a person.
Other theories of selling focus on more specific aspects of the process. For example, some suggest that it is important to create a sense of urgency in potential customers, while others argue that it is more important to establish trust. Ultimately, there is no one perfect way to sell something – different products and services will require different approaches depending on the situation.
AIDAS theory of personal selling
AIDA is a model used in marketing that describes the steps a consumer goes through when making a purchase. The acronym stands for Awareness, Interest, Desire, and Action.
The AIDA model is often used in advertising and marketing to identify the steps that need to be taken in order to move a customer from initial awareness of a product or service, through interest and desire, to ultimately taking action and making a purchase.
The theory behind the AIDA model is that each step must be carefully crafted in order to lead the customer smoothly down the path to purchase. If any one of these steps is not executed properly, it could disrupt the entire process and cause the customer to lose interest or become confused.
The first step in the AIDA model is awareness. In order for customers to be aware of your product or service, you need to make sure they are exposed to your marketing messages. This can be accomplished through various channels such as advertising, public relations, word-of-mouth marketing, etc. Once you have succeeded in getting your target market’s attention, you need to generate interest in what you’re offering. This can be done by providing information about your product or service that educates them on its benefits and why they should care about it.If you can successfully pique their curiosity and get them interested in what you have to offer, then they will start developing a desire for it. This is where you really start selling them on your product or service by highlighting its features and showing how it meets their needs or solves their problems.
Right Set of Circumstances theory of selling
The first step is to understand your product or service inside and out. Who is your target audience? What needs does it address? When would be the best time to reach them? Once you have a good understanding of these things, you can start to look for the right opportunity.
It might be helpful to think of it like fishing: if you want to catch fish, you need to go where they are biting. The same is true for selling: if you want to make a sale, you need to find people who are in buying mode. This could be at an industry trade show, during a major life event like a move or retirement, or even just after they’ve had a positive experience with a similar product or service.
Once you’ve found your target audience, it’s important to make sure that your pitch is tailored specifically for them. This means using language and examples that they will relate to, and addressing any objections they might have up front. If you can do this effectively, you’ll be much more likely to close the deal.
Buying Formula theory of selling
In his book, How I Raised Myself from Failure to Success in Selling, Frank Bettger recounts how he went from being a struggling salesperson to one of the most successful insurance agents in America. In doing so, he developed what he called the “Buying Formula,” a set of principles that any salesperson can use to increase their close rate. While the specific details of Bettger’s formula may not be applicable to every situation, the overall message is clear: if you want to be successful in selling, you need to understand what motivates your buyers and cater your sales pitch accordingly.
The first step in Bettger’s buying formula is understanding what the customer wants. This may seem like common sense, but it’s amazing how many salespeople try to sell a product or service without first finding out what the customer needs or wants. You can’t just assume that because you have a great product, everyone will want to buy it. You need to take the time to understand their specific needs and desires before you can even begin pitching them on your product.
The second step is establishing rapport with the customer. This means more than simply being friendly; it means building trust and demonstrating that you have their best interests at heart. Customers are much more likely to buy from someone they feel they can trust than someone who is just trying to make a quick sale. Take the time getting to know them as a person and build a relationship before trying to sell them anything.
The third step is creating desire in the customer for your product or service. This goes beyond simply telling them about all of the great features of your offering; you need to show them how your offering will specifically benefit them and solve their specific problem or meet their need better than anything else on the market. Once you’ve established trust and taken the time understand their needs, they’ll be much more receptive when you start talking about your product as a solution for them.
The fourth and final step is closing the deal by asking for commitment from customers. This doesn’t mean being pushy or aggressive; rather, it simply means having a conversation about why buying now would be beneficial for them rather than waiting until later down the road. If everything has gone well up until this point, most customers will be happy to comply. And there you have it: Bettger’s Buying Formula for success in selling!
Behavioral Equation theory
The Behavioral Equation is a theory of selling that posits that there are three primary drivers of sales: need, perceived value, and perceived risk. This theory is based on the premise that people make purchasing decisions based on their perceptions of need, value, and risk.
Need refers to the customer’s perceived need for the product or service. Perceived value is the customer’s perception of how much the product or service is worth. Perceived risk is the customer’s perception of how risky it is to purchase the product or service.
The Behavioral Equation states that Need + Perceived Value – Perceived Risk = Purchase Intentions. In other words, if a customer perceives a need for a product or service and believes that it has high value, they will be more likely to purchase it if they perceive little risk in doing so. Conversely, if a customer perceives little need for a product or service or believes it has low value, they will be less likely to purchase it if they perceive high risk in doing so.
There are several factors that can influence each component of the Behavioral Equation. For example, needs can be influenced by advertising; perceived values can be influenced by price discounts; and perceived risks can be influenced by warranty offers or money-back guarantees.
The key for businesses is to understand what drives purchasing decisions for their particular products or services and then tailor their marketing efforts accordingly. By understanding and influencing the key drivers of sales, businesses can increase their chances of making successful sales and achieving their desired results.