Sale of a complex product or service requires a good model. I have created a simple mnemonic to help remember the essential elements of my own sales process. 

Good sales consist of five primary elements

Personal - understand what motivates your buyer.
Attention - Get their attention based on their motivations.
Conversation - the informal exchange of ideas + establishing rapport with them.
Education - making our product easy to understand and memorable for them.
Decision - Getting a decision towards our desired outcome.

PACED is built on the platform of solid prospecting and Marketing work. It should be applied in all sales work, from cold-calls to collaterals.

Person Prep (before making contact)

  • Business is always personal: it's about who can make it happen.
  • Know who you're dealing with - what's their role, where have they worked, what interests have they expressed online
  • Find out if you have shared connections e.g. on LinkedIn

Attention (first online/phone contact or introduction)

  • Make your first impression targeted, relevant, and distinctive, and PERSONALised
  • PAY Attention to what will grab them, the language they use, typical problems they may face.
  • Arouse CURIOSITY at this step.

Conversation (first meeting or follow-up call)

  • Develop their curiosity
  • Ask good questions
  • Discover their needs
  • Uncover latent pains
  • Seek first to understand, then be understood.


  • Finding a simple way to describe the product. (The great educator is the man who can make complicated things simple).
  • Educational aids to make it more memorable (e.g. a demo)
  • Use descriptive, multi-sensory language.
  • Make it easy to remember our primary Features, Advantages, & Benefits. Use Mnemonics (something that assists the memory)
  • Involve them.


Get a tangible, positive decision (to buy, sell, meet etc.).

AuthorDave Duarte