I like this segment of the marketing chapter the most because it is highly relevant to my job as a trainer.

There are basically two general approaches to sales :

a) Consultative Approach

The Consultative Approach is slower and focuses on allowing the customer to take the lead and explain their problem. This approach is better if you are selling large computer units to company and it can be very time consuming. I like this approach a lot but sadly, do not have the luxury to practice it.

b) The AIDA Approach

The AIDA approach is the standard Attention, Interest, Desire and Action approach used by most salesmen. This allows the salesperson to be more directive and guide the customer to make the sale. Naturally, AIDA attracts a lot more criticism as it can be abused via psychological parlour tricks.

To succeed, some kind of hybridisation has to take place between the two approaches.

While my dominant...