The process by which the salesperson influences the buyer is explainable in term of the equation B = P x d x k x v. The salesperson influences P (predisposition) directly, for example, through interacting with the buyer in ways rewarding to the buyer. The greatest effect on P, however, comes from using the product.
The salesperson exerts influence through D (amount of motivation), this influence being strong when the buyer seeks information in terms of informational cues. If the ends to be served are not clearly defined, by helping to clarify these, the buyer’s goals, the salesperson again exerts influence through D. When the buyer has stopped learning when the buyer’s buying behavior becomes automatic- the salesperson influences D by providing triggering cues. When the buyer has narrowed down the choices to a few sellers, the salesperson, by communicating the merits of the merits of the company brand, can cause it to appear relatively better, and thus affect K (its potential satisfaction for the buyer). Finally, the salesperson can very the intensity of his or her effort, so making the difference in V (the intensity of all cues).
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About Hitesh Bhasin
