A I D A
English version
Attention – Interest – Desire – Action
AIDA is a simple acronym that was
devised a long time ago as a reminder of four stages of the sales process
(Strong, 1925). AIDA stands for Attention, Interest, Desire, Action.
It is, in modern terms, a fairly
simplistic model. This does not mean that it is no longer of value--it simply
means that it is not the whole story. The bottom line is that it is useful to
use it as a checklist and guideline, but not as the only checklist or
guideline.
Attention
First get
their attention. Without attention, you can hardly persuade them of anything.
You can get attention in many ways--a good way is to surprise
them.
When you
are talking to them, the first few seconds are essential as they will listen
most then and rapidly decide whether you are worth giving further attention.
Don't waste these precious moments on niceties, grab the other person's
attention immediately.
It is
generally better to open with something that pulls
them towards you rather than something that scares them (as this may push them away).
Good
openers address their problems and begin with such as:
·
Have you ever...?
·
Are you noticing...?
·
Can you see...?
Bad
openers give them something to object to, demonstrate your disrespect, or just
bore them to tears, and may begin with such as:
·
I've got just the thing you
want...?
·
I just dropped by so that I
might...?
·
I was only wondered whether
you could...?
Interest
Once you
have their attention, sustain that attention by getting the other person interested.
You can
get interest by:
·
Listening to them talk
about their problems.
·
Telling them things that
affect their problems.
·
Demonstrating things,
rather than just telling.
·
Getting
them actively involved.
Watch out
for the boredom factor. You may be able to get someone interested, but you
cannot expect to keep their attention for ever. If you want to come back some
day, you should leave them wanting more, at least of your company.
Once they
are interested in you and what you have to say, then next step is to create a
desire in them for what you want them to do.
They can
recognize that they have a need, but this is not desire. Desire is a motivation
to act and leads towards the next stage.
Desire is
like a fire, and can be stoked by many methods, such as:
·
Showing how other people
approve of the item and have acquired it for themselves.
·
Showing them how what you
have to offer will solve some of their problems.
This is
the magic stage when they take action on their desires and actually buy the
product or agree to your proposals.
The
scariest point is where you ask for the sale or ask them whether they actually
do agree fully with you.
Listen to
the signals they are sending. Are they asking you about when you can deliver or
what after-sales support you give?
Summarize
the problem you are solving for them and how what you are proposing solves that
problem.
Use the
appropriate closing technique, such as alternatives ('Do you want the red or
the blue?) or presupposition ('What time shall we meet next week?').
A variant
on AIDA add a 'C' for Conviction. The ideas is that before you get to a
final purchase action, a cognitive state of understanding the value is needed
that matches the emotional state of desire. This sometimes appears before
Desire (AICDA) and sometimes after (AIDCA), perhaps showing two different
approaches: one which starts with getting a logical agreement and then moving
to emotional desire, as opposed to creating desire first and then reaching the
state when the purchase also makes logical sense.
The
letter 'S' for satisfaction also gets added, indicating the fact that happy
customers will buy more (whilst unhappy customers will tell their friends!).
This is
often true, but is not necessary in all cases, depending on the sales methods
(which can be highly emotion-based) the person (who may prefer emotional
assessment, and the context (for example selling clothes can be very
emotionally based).
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