Background
The AIDA Sales Technique is a structure used in sales and marketing to provide a step by step approach through a sales conversation.
It shows how a salesperson can lead a customer through various steps to influence them to buy. Having this kind of understanding and structure can lead to more sales.
The AIDA model is also used in marketing and advertising to present products and services to customers
The AIDA Sales Technique
The AIDA model is an acronym. It stands for:
- Attention
- Interest
- Desire
- Action
Attention
The first step in the AIDA sales technique is attention. Here, we need to grab the attention of prospective customers and engage them in the sales process. From a marketing angle, this is often known as awareness rather than attention. In other words, making potential buyers aware of your business, product or service.
First impressions count here as this will set the tone for the remainder of the sales conversation and process. Everything from your body language and communication style to the quality of any marketing materials will be taken into account by the buyer.
Eye-catching branding can go a long way to increase the visibility of your product or service. But, when you are in front of the customer, you need to find a way to catch their attention. We really want the customer to start to wonder who you are, what you are offering and what your proposition is all about.
We can do this by engaging the customer in conversation, asking them questions about themselves and their business or life – whichever is most relevant to what you are offering. These questions should be focused on potential situations that surround your product or service.
Use open questions to engage the customer in conversation. Show interest in them. Getting them to talk about a potential problem that your product or service will prove useful here.
In some cases, closed questions can work here too as a hook. For example:
- Did you know that…
- Have you noticed that…
- Have you seen…
Interest
The second stage in the AIDA sales technique is Interest. Here, we want to create some interest in the product or service that we offer.
We can do this by beginning to ask the customer how different things would be for them if the problem or situation they described above didn’t exist or was improved. Using stories or examples of how other people who have been in the same position and managed to change things can be very powerful here.
Making the potential customer feel like they have been missing out on what other people have had can make them want what you have to offer and this will begin to generate the interest that we need to move them on to the next stage of your sales process.
Ask specifically how the problems that they have faced are impacting them, their lives or their business can also generate interest.
Desire
The third stage of the AIDA sales technique is desire. Now, we want to create the desire to buy what you have to offer.
We do this by clearly demonstrating how we can solve the issues that they have, how we can reduce the impact of the problem that they have and add value.
We ask for their agreement that it would be a good place to be if that was the case, then we show them what we have to offer and how it will help them and their situation.
Get them involved if you can. Have them use the product, show them a demo or give them a free trial.
Show them results and paint a picture of someone else’s future that they could have to. We want them to fall in love with what you have to offer and completely agree that what you have to offer is right for them and for their situation.
Talk about the features, advantages and benefits of your product and service and link them directly to them and their situation.
Action
The final stage of the AIDA sales process is action. Now, we want the customer to commit to buying, or move onto the next stage of your sales process.
This is a step that often gets missed but essentially we need to ask the customer if they want to buy the product or service you are offering.
Remind them that your proposition adds value then ask if they would like to buy. Be direct but friendly. Beating around the bush can weaken your message. You need to show full confidence that what you are offering is right for them.
If they disagree, then you will need to do some work to overcome their buying objections. Remind them of the value and how your product or service can help.
Further Learning
You can learn more about the AIDA sales technique by attending a sales training course. Take a look at our Sales Skills Training Course for more details.
