AIDA THEORY OF PERSONAL SELLING

AIDA theory was developed by American advertising and sales pioneer, Elmo Lewis in 1898. He created his AIDA (Attention/Awareness, Interest, Desire and Action) funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Later evolutions of the theory have edited the AIDA steps and therefore, another step- satisfaction- has been added. This Read More …

AFTER-SALES SERVICES/ FOLLOW UP IN PERSONAL SELLING

Post-purchase follow up is important in building customer confidence and long-term relationship with the company. The moment the salesman closes the sale; he should not think that relationship is closed. Rather a close is just the beginning of such relationship. The salesperson contacts the customer to learn if there are any problems and answers any questions that the customer does. Read More …