Module IV: Introduction to Personal Selling Concept of Personal Selling and
Salesmanship; Qualities of a good salesperson. Ethical conduct in selling. Types
of salespersons; Role of Personal Selling in CRM; AIDAS model of selling.
Buying Motives. Personal Selling Process Prospecting, Pre-Approach;
Approach; Presentation and Demonstration; Handling of Objections; Closing
the Sale; Follow-Up; Sales Reports and Sales Audit.
AIDAS Model of Selling
The AIDAS model is a step-by-step process used in selling and advertising to
guide a customer through the buyer’s journey. It stands for:
Attention → Interest → Desire → Action → Satisfaction
✅ 1. Attention
Goal: Grab the customer’s attention.
● This is the first and most crucial step—without attention, nothing else
matters.
● It can be achieved through eye-catching displays, bold headlines, or an
enthusiastic salesperson.
Example: A smartphone store displays a large banner saying “NEW 5G
PHONE LAUNCHED – EXPERIENCE THE FUTURE!”
A salesperson welcomes the customer with a demo phone in hand.
✅ 2. Interest
Goal: Keep the customer interested by sharing relevant information.
● The salesperson must now engage the customer by discussing features
that relate to the customer’s needs or lifestyle.
Example: “This phone has a 108MP camera and ultra-fast charging—perfect
for travel lovers like you.”
✅ 3. Desire
Goal: Create a strong desire to own the product.
, ● The salesperson builds emotional appeal or urgency, showing how the
product will benefit or improve the customer's life.
Example: “Imagine never running out of battery during long trips and capturing
crystal-clear memories—this phone makes it possible.”
✅ 4. Action
Goal: Motivate the customer to make the purchase.
● This step is about closing the deal—encouraging the customer to act now.
Example: “We have a special discount today and easy EMI options—shall I go
ahead and book it for you?”
✅ 5. Satisfaction
Goal: Ensure post-purchase satisfaction to build long-term relationships.
● Follow-up support, service, or a thank-you message shows the customer
they made the right choice.
Example: A day after the purchase, the store sends a message: “Thank you for
shopping with us! Let us know if you need help setting up your new phone.”
📌 Summary Chart
Stage Objective Example
Attention Grab attention Bold banners, engaging greeting
Interest Build interest Share features relevant to customer needs
Desire Create emotional appeal Highlight lifestyle benefits
Action Encourage purchase Limited offers, EMI, or discounts
Satisfaction Post-sale relationship Thank-you messages, follow-up support
✅ What is Ethical Selling?
Salesmanship; Qualities of a good salesperson. Ethical conduct in selling. Types
of salespersons; Role of Personal Selling in CRM; AIDAS model of selling.
Buying Motives. Personal Selling Process Prospecting, Pre-Approach;
Approach; Presentation and Demonstration; Handling of Objections; Closing
the Sale; Follow-Up; Sales Reports and Sales Audit.
AIDAS Model of Selling
The AIDAS model is a step-by-step process used in selling and advertising to
guide a customer through the buyer’s journey. It stands for:
Attention → Interest → Desire → Action → Satisfaction
✅ 1. Attention
Goal: Grab the customer’s attention.
● This is the first and most crucial step—without attention, nothing else
matters.
● It can be achieved through eye-catching displays, bold headlines, or an
enthusiastic salesperson.
Example: A smartphone store displays a large banner saying “NEW 5G
PHONE LAUNCHED – EXPERIENCE THE FUTURE!”
A salesperson welcomes the customer with a demo phone in hand.
✅ 2. Interest
Goal: Keep the customer interested by sharing relevant information.
● The salesperson must now engage the customer by discussing features
that relate to the customer’s needs or lifestyle.
Example: “This phone has a 108MP camera and ultra-fast charging—perfect
for travel lovers like you.”
✅ 3. Desire
Goal: Create a strong desire to own the product.
, ● The salesperson builds emotional appeal or urgency, showing how the
product will benefit or improve the customer's life.
Example: “Imagine never running out of battery during long trips and capturing
crystal-clear memories—this phone makes it possible.”
✅ 4. Action
Goal: Motivate the customer to make the purchase.
● This step is about closing the deal—encouraging the customer to act now.
Example: “We have a special discount today and easy EMI options—shall I go
ahead and book it for you?”
✅ 5. Satisfaction
Goal: Ensure post-purchase satisfaction to build long-term relationships.
● Follow-up support, service, or a thank-you message shows the customer
they made the right choice.
Example: A day after the purchase, the store sends a message: “Thank you for
shopping with us! Let us know if you need help setting up your new phone.”
📌 Summary Chart
Stage Objective Example
Attention Grab attention Bold banners, engaging greeting
Interest Build interest Share features relevant to customer needs
Desire Create emotional appeal Highlight lifestyle benefits
Action Encourage purchase Limited offers, EMI, or discounts
Satisfaction Post-sale relationship Thank-you messages, follow-up support
✅ What is Ethical Selling?
