2. Following a sales strategy
Investigate the customer’s objectives by
desk research and by asking colleagues
Plan an arresting presentation, keeping
the customer’s objectives in mind
Make your presentation, supplying as
much information as possible
Negotiate terms that meet both your
goals and the needs of the customer
Close the deal, summarizing the key
points and emphasizing benefits
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3. Using AIDCA
• Sales person presents an arresting
Attention
shot
• Key points in the shot arouse
Interest
customer interest
• Sales person deals customer to
Desire provide extra information and
stimulate desire
Conviction • Customer realizes offer is unbeatable
• Sales person urges customer to act
Action
promptly to avoid missing out
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4. Demonstrating a product
Do not forget
the power of • Sales person demonstrates
demonstrations,
if applicable, to product benefits
create the
conviction that • Customer tries out the
will eventually product first-hand
result in action
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5. Promoting your product
Tell the customer what you know of his or her current
activities and ambitions.
Stress how your product can benefit the customer.
Elaborate on product or service features, benefits, and
company knowledge.
Know your competitors’ strength and weaknesses, and be
knowledgeable about their products and services.
Anticipate negative points that the customer may
raise, and be ready with positive remedial suggestions.
Provide references from satisfied customers.
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6. Making presentation
Timing Using Achieving
the talk aids impact
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7. Using emphasis
Tell them
Tell them
what you
Say it what you
are going
have said
to say
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8. Meeting the
Preparing to Coping with Setting the Using higher
needs of
negotiate competition price authority
both parties
Negotiating terms
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9. Consider
the close
Finalizing Clinching Obtaining
the sale the deal feedback
Guiding
the
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10. Reaching a conclusion
Customer likes
benefits and Salesperson deals with
accepts terms objections by stressing
the benefits of the sale
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11. The final stages in
AIDCA sequence aim
to persuade the
Concluding the sale customer that they
will not get a better
deal elsewhere, and
to make the decision
to buy
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