Using AIDA To Boost Your Sales Performance
AIDA describes the basic process by which people become motivated to act on an external stimulus, including the way that successful selling happens and sales are made.
A – Attention
I – Interest
D – Desire
A – Action
The AIDA process also applies to any advertising or communication that aims to generate a response, and it provides a reliable template for the design of all sorts of marketing material.
Simply, when we buy something we buy according to the AIDA process. So when we sell something we must sell go through the AIDA stages. Something first gets our attention; if it’s relevant to us we are interested to learn or hear more about it. If the product or service then appears to closely match our needs and/or aspirations, and resources, particularly if it is special, unique, or rare, we begin to desire it. If we are prompted or stimulated to overcome our natural caution we may then become motivated or susceptible to taking action to buy.
Some AIDA pointers:
- Getting the other person’s attention sets the tone – be happy (but not annoyingly so) be natural, honest and professional.
- Gimmicks, tricks and crafty techniques don’t work, because your prospective customers – like the rest of us – are irritated by hundreds of them every day.
- If you are calling on the phone or meeting face-to-face you have about five seconds to attract attention, by which time the other person has formed their first impression of you.
- Despite the time pressure, relax and enjoy it – expect mostly to be told ‘no thanks’ – but remember that every ‘no’ takes you closer to the next ‘okay’.
- You now have maybe 5-15 seconds in which to create some interest.
- Something begins to look interesting if it is relevant and potentially advantageous.
- The person you are approaching should have a potential need for your product or service or proposition.
- You must approach the other person at a suitable time.
- You must empathise with and understand the other person’s situation and issues, and be able to express yourself in their terms and make sure that you talk their language.
- The sales person needs to be able to identify and agree the prospect’s situation, needs, priorities and constraints through open questioning and interpretation.
- You must build rapport and trust to eliminate doubt or risk about your own integrity and ability.
- You must understand your competitors’ capabilities and your prospect’s other options, your product and all of its specifications, options, features, advantages, and benefits.
- You must be able to present, explain and convey solutions with credibility and enthusiasm.
- Simply the conversion of potential into actuality, to achieve or move closer to whatever is the aim.
- The better the preceding three stages have been conducted, then the less emphasis is required for the action stage; this is a very rare event, a sale made withhout any encouragement at all.
- Be determined, have a focus and never take rejection personally. If the pitch fails revert back to the start of the process!
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