![]() ![]() At times, a manipulative salesperson cheats on the prospect, by using the consumer’s weakness as a stimulus for selling a product.In a case where the prospect is not fully assured with his/her purchase, may even face the situation of post-purchase disagreement.The prospect has no say in the whole selling process and plays a passive role, where he/she only needs to follow the salesperson blindly.There are certain limitations due to which this theory was criticized. Preferential Treatment to Valuable Customers: The buyers who usually procure goods in bulk quantity and make instant payments on their purchase, are offered various price concessions and other privileges by the salesperson.Price Change Proclamation: The change in product price can be declared by the salesperson anytime, according to his/her convenience.Price Concession: The salespeople have limited control over the discount or price concession provided to the prospects who are considered to be valuable for the organization.Self: The salesperson can groom oneself to be presentable in terms of body language, physical appearance, communication skills, mannerism, voice pitch and tone.Given below is the diagram, which clearly explains how this model functions:įollowing are the four essential actions or stimuli over which the salesperson holds a command and can modify according to the situation, are as follows: The salesperson’s application of the correct stimulus with the appropriate efforts for acquiring the desired response from the prospect is defined as the stimulus-response theory. ![]() Let us now understand the different selling theories in detail below. Prospect: The prospect refers to the lead or prospective customer whom the salesperson needs to convince for closing a sales deal. 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. Selling: Selling is the exchange activity carried by the organizations and individuals to fulfil the needs of the consumers to earn profit in return. Building a strong relationship with the customers is essential for the salesperson to create the brand image since he/she is the face of the company. ![]()
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