28 Sep AIDA Attention Getter for a Sales Meeting / Presentation. Mini-Case

BUS152

Week 5 Discussion

AIDA Attention Getter for a Sales Meeting / Presentation. Mini-Case

For your job as salesperson for the X-L Digital, you now have sales presentations for your email marketing services scheduled.

In your email/phone contacts with prospect #1, Carolyn, you learned that:

She is marketing director at a health insurance company targeting consumer and business markets

She told you that she has been handling email marketing internally and results are “not bad but open rates are below industry standards – and, of course, we would like to get response rates up also.”

She is part of the committee to decide which email marketing agency to begin using. She will make a recommendation from among 3 or 4 email marketing agencies – her recommendation will carry a lot of weight with the committee.

Here’s the DQ: You are meeting in person with Carolyn tomorrow. In your preparation, what is your Attention Getter for the meeting using the AIDA model? This would be a short statement with a visual if appropriate. It would be the first thing you say after you are seated in her office (and you have already said thanks, nice to meet in person, etc.)

Here’s an example of the attention-getter I used with my prospect Pentel:

“Ron I read recently that Pentel has expanded the budget for marketing outreach. How can I help you make use of this opportunity to improve reaching retailers?”

Note that I researched marketing journals for this information and Ron had told me on the phone he needed to reach retailers with a special offer.

GUIDELINES

For each initial posting, provide a 100 to 200-word response with reference to at least one credible source with APA referencing. 2 point deduction for no reference.

For replies, post at least 1 substantive reply to other students or the instructor for each DQ with no length requirement, but the reply must be substantive and further the discussion. 3 point deduction for no reply.

Be sure to be online 2 days or more in order to respond to other students and/or the instructor. If online only one day, there is a 1-point deduction.

Late penalty for late DQ initial posts and replies is 20% (minus 3 points) for up to 4 days. After that, late DQ posts are not accepted.

Initial posts are due on Friday for full credit and may be posted until Sunday with a deduction of 1 point. Replies are due on Sunday but post earlier for better interaction.

Writing clarity is required and will be reflected in grading for initial postings and replies.