AIDAS MODEL

GENERAL

In the forging chapters, we have seen that a

salesman is to master the art of speaking have
through knowledge of his goods and the
psychology of his customers. However it is not
all sales can’t be generated all of a sudden with
the above mastery over the points pertaining to
his personality, product and the prospects. There
is a definite order in which the attempts of a
salesman are to achieve the sales. It is these
steps which constitute the selling process. This
chapter plan to discuss what a selling process is
and what is it made up of.
2

WHAT IS A SELLING PROCESS

Selling process is the sequence of steps

involved in converting the desire into demand of
a product or a service. This sequence effort is
based on the psychology of the customers. It is
so because, the mind of a customer runs through
mental stages before he makes up his mind to
buy the product. The veterans in the field if
psychology and salesmanship have given a scale
or a staircase of

•ATTENSION

•INTEREST

•DESIRE

2
3

•ACTION

•SATISFACTION

3
4

This process with steps. This staircase of

selling process is popularly known as AIDAS
where each alphabet means a step in the process
namely

A- ATTENSION

I- INTEREST

D- DESIRE

A- ACTION

S-SATISFICATION

A brief account of each step will give a

clear cut picture about the entire sales process.

4
5

ATTENSION
A sales man can make a sale by getting
and holding the total and undivided attention of
a customer. This getting and holding attention is
not as easy task as a customer is a bundle of
thoughts, interest, problems and the things to
and achieve. He has a negative attitude towards
the salesman and his products. Very often the
salesman comes across has closed mind and he
afraid of being sold a product. Though it is the
hard task, sales man can make use of some of
the effective tools at his command.

HOW TO GET AND HOLD THE

ATTENSION

There are many ways in which customers

attention can be won and held the significant of
one are four

5
6

MOVE ALONG THE CURRENT

Every customer is deeply interested in

himself. His own affairs are more alluring and
colorful than any other thing.
Therefore the best way would be talk on such
matters of individual interests. The customer is
to be tackled by self questions which are
friendly, interesting and motivating one. In fact
it is the tact that opens the track.

ADVERTISEMENTS

Advertisement arte the major attention getters

and holders. The best medium will be it uses
sales literature and circular letters which can be
sent to the prospects. Every newspapers,
magazines, radio, TV are quite effective media
to win the attention .In addition the outdoor
media like posters, boards, balloons, sky writing,
traveling and painted displays, sandwich men
etc, do have deeper impact on attention willing
and holdings.

6
7

DISPLAYS

Attention is also attracted by the displays of

the product may be a pictures or a literature. A
display implies putting the things to the view of
the people in a mind or concentrate on this way.
Such an attempts appeal to the eyes and
convincing to the crown. Display is the
substitute for description and it saves time and
all the disposal of a sales man.

SHOWMANSHIP AND APPEALS

At times, best attention winners are

showmanship and dramatic appeals. It may be a
case of exciting curiosity by showmanship, cetin
an instance , or telling a story, referring to
specific problems , or familiar names on paying
an honest compliment the customer, giving out
of finding the surveys, or interesting and useful
date regarding a product or showing an
exorbitant so on. Anything that is unnatural,
unexpected is likely to appeal most.

7
8

INTEREST
A customer can said to be interested in the
salesman and his products when he is willing to
hear more & more and even more and more to
talk. Arousing interest is the task of developing
customer’s interest in the product or the product
in questions. Rather, awakening interest implies
making the buyer interested in a product or in a
proposition.

HOW TO AROUSE INTEREST

The aim of arousing interest is to link the buyers

thinking, need and the salesman product it’s,
price and benefits. A salesman is interested in
converting the attention into interest; he is to use
expressions, and effective attention getters. The
best way opens to the salesman are:

8
9

PLANNED, TALK ABOUT CUSTOMERS

INTERESTS

All buyers are greatly interested in themselves

and therefore, the salesman is to capitalize on
this source. Customer’s interests are his Hopes,
Problem Professions, family accomplishments
and the likes. As apart of this approach,
salesman is to start a talk about the likely
benefits of a product to the customer. While
describing the merits and benefits, he is to see it
from the angle of a customer. Tell him the
concrete cases of individuals who have derived
the benefits by using the product. Distribute the
samples.
Another way is to demonstrate the products. It is
perhaps the most effective way of awakening
interest. Demonstration is the part of planned
talk. A mustiness rappel demonstration clicks
well. It is because there will be perfect
communication between the salesman and the
customer. These senses are- Taste, Touch,
Smell, Sight, and Hearing. The combinations
depends on the nature if the product.

9
10

HARPING ON BUYING MOTIVES

Another possible way is to appeal to the buying

motives of a customer. A salesman to succeed in
generating interest is to have perfect and
adequate grasp over the motives .The customer
may be over shadowed by rational motives like
price, durability, reliability, benefits,
conveniences etc. In another case it may be
purely emotional, like love, pride, prestige, ego,
sex security, recreation etc. It is a matter of
guess. The pointy is guess is to be duly
calculated to match the needs and moods of a
customer. Anyway, it is the hard task of pressing
the right button to get desired result.

10
11

DESIRE
Desire is longing craving, a hunger for
something which is lacking in someone. It’s
based on the feeling or yearn want or dearth- it
is the desire that wants an action to fulfill it in
the future. This feeling is to be injected or
created by the salesman in the mind of a
customer. The secret of successful selling is to
present the sales pros position in such a manner
that a customer wants to buy a product. hats why
a need or want is to be created. It’s not only
created but intensified.

HOW TO CREATE DESIRE

This crucial work of converting interest into

desire is possible in 3 alternative ways. Any
combination of these will work wonders.

11
12

STRESS SELLING POINTS

Selling point are the tools of trade of a

seller. Talking points if a product give total
picture about the merits or benefits that a
customer is likely to derive. Thus a sales man
selling a cotton cloth may use a selling point
thus is labialized .This expression has a catching
impact which something new because so far he
might have heard about cloth.

SUGGEST SOMETHING SOLD

Any workable suggestion is offer

significance in the realm of salesmanship. By
suggesting mean’s the intension of an idea into
the mind with skill and strength that it dominates
and excludes all other ideas. It is a one that
creates an impression on mind. The objective of
suggestion’s to offer an idea to an individual, so
that he is at once impressed by it where idea
relates to necessity and utility of a product or a
proposal.

12
13

PRESENT AND DEMONSTRATE

It is quite likely that some doubts are

remaining in the mind of a customer, even after
creating a desire in customer. This removal can
be done by convincing him by clearing all
possible doubts regarding the product or
proposal. The duty of a salesman is gain
confidence of a customer. A convinced customer
will be ready to take action. In other words the
customer feel that he is getting product is more
than the price paid for the product. The customer
if convinced aggress that salesman product doe’s
better then any other product and is, bench,
promoted to buy.

13
14

ACTION
Action implies here as a decision on apart of a
customer which may be "positive" or "negative”.
If a salesman has succeeded in convincing the
customer with the deep-set routing, he makes a
purchase. If the decision is "nay" it means that
sales man has failed. If not fully at lest partly.

HOW TO GET POSITIVE ACTION

A positive action can be a stimulated by

once again applying multisence appeal as told
earlier .Further elucidation of selling points.
Tempt him by giving wide price range talk about
quality, utility and durability- payment by
installments; divert his attention from price to
the gain he gets more than the price. With all
these the customer is impelled to say "yes"

14
15

SATISFACTION
The final aim of sale is deep the customer
satisfied , consumer satisfaction is the primary
motto of all the sales efforts .As we keep
satisfaction as the alpha and the omega of sales
efforts , the process of sale is incomplete in case
the sales man fails to satisfy the customer

HOW TO SATISFY

The sound edifice of satisfaction can be built

on the pillars of a product, selling house,
services of a salesman. It should be remembered
that that the responsibility of a salesman is not
just at the point he has converted desire into
demand. In fact it is the beginning. Even after
the sale, he can build it by keeping his promises
being honest and integrated by giving authentic
information and by being courteous. Each sale is
the tread that builds relationship which is to be
continued, it is because creation of demand is
one thin process is made up of 6 very crucial
mental stages in sequence converting an

15
16

"attention" into "action". The point is not mare

action but "positive action" to be attained by the
salesman. Such a delectated task speaks on the
contribution is to be made by the salesman. His
contribution is by effective sales talk one who is
capable of releasing the effective tool will
succeed.

16
17

ADVERTISING AND SALES MANAGEMENT

ASSIGNMENT ON

MEDIA
OF
ADVERTISING

Submitted by: Submitted to:

Mohd. Hussain Mrs.Kamalpreet
Roll No. 1834
BA-II

17
18

PERSONAL SELLING

ASSIGNMENT ON

AIDAS
MODEL

Submitted by: Submitted to:

Mohd. Hussain Mrs.Kamalpreet
Roll No. 1834
BA-II

18
19

ACKNOWLEDGEMENT
I would like to express my gratitude to all
those who gave me the possibility to
complete this assignment. I want to thank
the Department of Advertising and Sales
Management of the Government College
Sector 46 Chandigarh to gave me chance to
commence this Assignment , I m also
thankful to Department head Mrs.
Deepshikha and my subject teacher Mrs.
Kamalpreet for providing me necessary
information’s regarding this assignment and
I also thankful to Department of Library for
providing me books regarding my
assignment.

Mohd. Hussain

19
20

ACKNOWLEDGEMENT
I would like to express my gratitude to all
those who gave me the possibility to
complete this assignment. I want to thank
the Department of Advertising and Sales
Management of the Government College
Sector 46 Chandigarh to gave me chance to
commence this Assignment , I m also
thankful to Department head Mrs.
Deepshikha and my subject teacher Mrs.
Kamalpreet for providing me necessary
information’s regarding this assignment and
I also thankful to Department of Library for
providing me books regarding my
assignment.

Mohd. Hussain

20
21

BIBLIOGRAPHY
1. Advertising and sales Management by
C.N.Sontakki.
2. Personal Selling By C.N.Sontakki
3. Magazines
4. Newspapers
5. Department of Advertising G.C. 46
6. Web Sites:
http://www.formulasthatguaranteeadvertisingsal
es.com/
http://www.businessknowhow.com/MARKETIN
G/
http://www.bdu.ac.in/skillbased/asm.pdf
7. Friends

21
22

BIBLIOGRAPHY
7. Advertising and sales Management by
C.N.Sontakki.
8. Personal Selling By C.N.Sontakki
9. Magazines
10.Newspapers
11.Department of Advertising G.C. 46
12. Web Sites:
http://www.formulasthatguaranteeadvertisingsal
es.com/
http://www.businessknowhow.com/MARKETIN
G/
http://www.bdu.ac.in/skillbased/asm.pdf
7. Friends

22
23

INTRODUCTION

In advertising the term media refers to communication vehicles

such as newspapers, magazines, radio, television, billboards, direct
mail, and internet. Advertisers use media to convey commercial
message to their target audience, and the media depends to the
different degrees on advertising revenues to cover their cost of
their operations.
The media usually classified into either mass or niche
media. Newspapers, television, radio, and magazines consider
mass media because they deliver messages to a widespread,
anonymous audience. There were 1,483 daily U.S newspapers in
2000, with total circulation of 47.2 million on weekdays and 59.9
million on Sundays. In September 2001, the five largest
newspapers were USA Today.
Advertising media such as cable television and direct mail
are often viewed as “niche” media because they reach a narrowly
defined audience with unique demographic characteristics or
special interests. The internet has emerged as medium for
marketing and advertising since 1994. the internet is different from
conventional advertising media in several respects. First it can
serves as not only a communication channel but also a transaction
and distribution channel. Consumer can get information and make
purchases.

23
24

24