ASSIGNMENT

OF
SALES MANAGEMENT
AIDAS THEORY

CIA-II

SUBMITTED BY:
Faisal Niyazi
08D1306

Marketing-2
 THEORIES OF SELLING
Selling is considered an art by some and a science by others and has produced two contrasting
approaches to the theory of selling. The first approach distilled the experiences of successful
salespeople and to a lesser extent, advertising professionals. Many such persons succeeded
because of their grasp of practical, or learned through experience psychology and their ability to
apply it in sales situations. These selling theories emphasize the “what to do” and “how to do”
rather than the “why”. These theories, based on experiential knowledge accumulated from years
of “living in the market” rather than on a systematic, fundamental body of knowledge.

AIDAS Theory of Selling

The theory- popularly known as the AIDAS theory, after initials of the five words express it
(attention, interest, desire, action and satisfaction) is the basis for many sales training programs
are organized. According to the theory, the prospect’s mind passes through five successive
mental states: attention, interest, desire, action, and satisfaction so the sales presentation must
lead the prospect through them in the right sequence if a sale is to result.

The psychological writings of William James support this theory. Its construct is based upon
experimental knowledge. It was in existence as early as 1898. According to this theory during
the successful selling interview the prospect's mind consciously 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 appointment, this phase presents no problem, though experienced
sales personnel say that even with an appointment, a sales person must possess considerable
mental alertness; and be a skilled conversationalist, to survive the start of the interview. As the
prospect realizes the caller is bent on selling something, the sales person must establish good
support at once. He needs an ample supply of "Conversation Openness". Among other things,
favorable first impressions are assured proper attire, neatness, friendliness, amid a genuine smile
just before the interview. Skill sales personnel often decide up on conversation openness so that
those remarks are about the prospects if they are favorable comments about the prospect's
business. A good 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.

Sometimes 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 must 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 summarize what has been said earlier before continuing. Digressive should be
disposed of fact fully, with finesse, but sometimes distracting depression is best handled bluntly
for example " 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 personnel never ask for definite "yes" or "No”. But it is better to ask for the
order 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.
For example-
Securing attention –Telling about RO water purifier and its quality to purify water

Gaining Interest – by showing flipcharts, presentations and brochures and also focusing on purity
and health of the family members.

Kindling Desire – to make them use the RO water purifier for their use

Induction – consumer purchase the product due to its effectiveness in providing pure and germ
free water

Building Satisfaction – appreciate the customer by saying that he has made the good purchase by
relating its health factor.

Conversation between the customer and the salesman.

Salesman: Hello sir! How may I help you?

Customer: I am looking for a water purifier.

Salesman: Why don’t you try this water purifier from Kent. This water purifier is equipped with
E-boiling +, UV+, RO+ UF+ and SMP+ technologies that can purify any kind of water.

Customer: Okay its nice but tell me something more about it, about its performance and
demand, etc.

Salesman: Sir, this is the brochure of the product, you can also look on that projector which
gives the details about the sales and demand of the product, the demand of the product is very
high in the market, and the product is doing extremely good in the market.

Customer: Okay good, but can you demonstrate how this purifier works.

Salesman: Sure sir why not. This purifier works in this simple manner, very easy to operate and
requires very less maintenance.

Customer: I am really very impressed by the product; I have actually been looking for such a
purifier. I will buy it.

Salesman: Thank you sir for buying the product, I must appreciate your decision of buying the
quality product. And please feel free to call us in any difficulty. Thank you once again sir.