AIDA THEORY OF SELLING

The Sales Process

Prospecting/ Qualifying

Preapproach/ Planning

Presentation

Negotiation

Closing the Sale

Approach

Follow up

Iden

tifyin

g

Need

s

Iden

tifyin

g

Need

s

Handling Objections

What is AIDAS

• The stages through which the consumers mind passes.

• AIDA is an acronym used in marketing– A - Attention : – I - Interest :– D - Desire :– A - Action :– S - Satisfaction :

A- Attention

• To attract the attention of the customer.

• Do it as early as possible. Display of product can help here. Differentiate your message with something that catches the prospect’s attention.

I- Interest

• To get the customer interested by holding attention as long as possible.

• Do it by specifying interesting facts, demonstrating its features, advantages and benefits. Appeal to your prospect's needs and wants to get him interested in the wares.

D- Desire• Convincing the customers

of the product’s advantage and its ability to satisfy specific needs.

• Do this by showing the product actually in use, or ask the prospect to try it. If possible prove the benefits. Support your claims with facts, certificates, references of satisfied customers. Earn his confidence, remove mental reservations, demonstrate genuine behavior, offer tests, guarantees, warrantees, testimonials, case histories. Listen carefully here. Handle objections properly.

A- Action

• To push customers toward actually purchasing the product.

• Do this by offering a trial, justifying the price, handling objections.

S- Satisfaction

• To get the customer satisfied so that they could be a repeat customer and so they could give word-of-mouth to the particular product.

• Do this by your own behavior and service, keeping up promises, making prompt adjustments, claims, etc. Teach or remind prospect to use the product / service. Both before as well as after the sale, provide details on how best to use your wares.

Summary (What makes a Good Sales Presentation)

SalesTechniques

Product Knowledge

Operational Knowledge

CustomerService

Points to ponder

• Are you using the right presentation style?• Did you built trust?• Did your sales technique build value for the

customer?• Do you know about your product?• Did features get explained as benefits?• Do you know how to complete the sale from an

operational view?• Did you treat the customer in a way that would

gain their respect?• Did you provide the level of service needed?

A Key to Success

Get Close to Your

Customerand

LISTEN!

You are part of the total product

Activity• How would you use the AIDAS model to sell :

– Table fan– Cement– A sewing machine– Mobile phone– Flats– Plots of Lands– Boat– Vacuum cleaner– Cameras– Car– Cookies– Insurance Plans for Building– Computer systems– Long distance calling plan– Financial services

Customer Case Study

• Total no. of bags = 400

• Ultratech price = Rs 260/- per bag

• Total cost = Rs 104000/-

• Diff. in price with ACC = Rs 8/- per bag

• Total diff. = Rs 3200/-

• Ultratech customer scheme = Rs 1200/-

• Total cost diff. = Rs 4400/-

• % of investment = 4 %

ACC Cement

• 4% more costly

• Benefits – Brand Equity - Rs ___– Quality - Rs ___ – Reliability - Rs ___– Reputation - Rs ___– Rewards - Rs ___– Service - Rs ___