Question
The AIDA Sales Model is a widely used marketing strategy that stands for Attention, Interest, Desire, and Action. Its practical applications in the marketing industry are numerous. Firstly, it helps in creating effective marketing campaigns by guiding the sequence of events that should occur for a potential customer to convert into a sale. It starts with grabbing the customer's attention, then piquing their interest by demonstrating the benefits of the product or service, followed by creating a desire for the product or service, and finally prompting them to take action, such as making a purchase or signing up for a service. Secondly, it can be used to analyze and improve existing marketing strategies by identifying which stage of the model is not performing well and needs improvement.
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Frank Cespedes, Senior Lecturer at Harvard Business School and Tiffani Bova, Research Vice President at a global research and advisory firm, Gartner, say that the buying process has become an ongoing cycle made up of parallel streams. The four streams to focus on in order to improve your sales model are:
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