Mastering AIDA for Effective Sales
Translated by
ScribdTranslationsMastering AIDA for Effective Sales
Translated by
ScribdTranslationsAIDA Method
So that the seller can tell or relate the 'story' of the product they offer
whether during a sales interview, a phone call, an email
electronically or through a website), needs to know and use
appropriately a set of sales techniques that allow you to present your
product through a process of smooth flow (from entry to closure) for
that way, being able to get the desired response from your target audience (for
example, the purchase of the product).
For this purpose, various authors and experts in topics related to sales,
they suggest using the AIDA model, as its structure aims to: 1) obtain
the Buyer's Attention, 2) maintain their Interest in the message, 3) provoke the
Desire to acquire the product and 4) achieve the Purchase Action.
Sales Technique No. 1 - Attracting the CUSTOMER's ATTENTION:
Very few people wake up thinking about buying something, the
the vast majority have other things on their mind (family matters, problems in
work, the kids' school, the bills to pay, etc...). Therefore, for
achieving success in sales management is essential to attract the attention of
buyer towards what is being offered, which implies "breaking" a barrier
called 'indifference'.
To achieve this, there are some basic techniques, for example:
Giving compliments and praise: Most people are sensitive to
the sincere compliments about your company, office, academic background,
skills, hobbies or due to their interest in a particular topic. For example:
oIn the case of the salesperson who visits the manager of a leading company,
I could tell you the following: "Mr. Pérez, it is truly an honor to
me, to be able to interview the manager of a leading company
in its field...
oIn the case of a sales letter, something can be mentioned
Congratulations, because only those people who have
the desire and ability to improve day by day increasing their
knowledge, have received this letter of introduction. And you are
one of them...
Thank you: The vast majority of human beings are sensitive to
sincere and spontaneous gratitude from someone. For example:
oIn a personal interview, the salesperson can say the following: "Mr.
Pérez, I want to sincerely thank you for having granted me
these minutes of your valuable time...
oIn the case of an email, the following can be included
Mr. Pérez, thank you for taking a few minutes of your valuable time.
time to read this email.
o On a website that offers a product or service, one can
Dear visitor, we are very grateful
with you for taking a few minutes to visit our site
web...
Awakening curiosity: Almost all human beings are curious.
by nature. Think, when was the last time you saw a novel in the
Television just out of curiosity to know how it ends? Now, for
to generate curiosity, the use of questions or tricks is necessary
(honest, no cheating). For example:
oWould you be interested in learning how to make more money using the structure?
of the AIDA model?
oWould you like to know about a type of business that will allow you to obtain a
additional income in your free time?
o Would you feel safer if you could prevent home burglaries?
implementing a simple security system?
Presenting facts: For this, you can gather significant information and
that is related to the product or service being offered, to
then, turn it into a phrase that relates to what your client
needs. For example:
oMr. Pérez, I came to provide you with information about how to ...
sales of 3 companies increased by more than 30%, with
just apply our sales techniques based on the model
AIDA. Would you like to see the written testimonials of those?
companies?...
If you plan to use this sales technique, do not forget a very important recommendation.
Important: Provide reliable information!
Give the impression of 'I am here to help you': Few people do
resist a kind offer of help. For example:
oMr. Pérez, I am writing this email to see if we can
help him increase the effectiveness of his sales force; for that
which, we would like to conduct a preliminary diagnosis, AT no cost, whose
the purpose will be to help you determine how prepared you are
sellers..." (Of course, after making the diagnosis,
a proposal for seminars, courses, consulting will be presented,
etc., to improve the work of the salespeople, and that WILL have a
cost).
Provide breaking news: Something that "takes out of
"Schemes" capture the attention of many people and the sensation
to learn of a new piece of news; and that, in addition, will represent some
benefit. For example:
oMr. Pérez, I would like to inform you that the techniques have finally been published in Spanish.
AIDA sales that help to create sales presentations
successful, and the best part is that it is half price, but only
for this week...
oOn a webpage, the following paragraph can be included: Finally!!!
The AIDA Sales Techniques for making sales presentations
successful ones have been edited in Spanish, and the best part: In the middle of
price (but, only for this week) ...
Técnica de VentaNro. 2.- Crear y Retener el INTERÉS del Cliente
Once the attention of the potential buyer has been captured (by the way,
usually lasts very little), it is necessary to create a bridge to what is being
offering and keeping it long enough to finish the presentation.
For this, the use of two techniques is recommended:
1. Help the client identify and recognize that they have a need or
that is facing a problem: No customer is going to buy from
less than recognizing a need, desire, or problem; and the function of
seller, is to help him discover, clarify and intensify that need or
wish. To achieve this, it is recommended to do the following:
oGuide the potential buyer: Asking questions regarding the
what pleases him, what displeases him or about his hopes,
fears and problems (everything related to what is being
offering); in such a way that he reaches the conclusion by himself of
that needs something, or that wants something special, or
simply, that it has a problem.
oRaise a need or problem in the third person: To do this, one ...
it can refer to a percentage of the population or of
companies in a specific sector that have a need or
common problem. For example, a businessman can be
comment on a problem that 60% of companies face
related to your sector (it may happen that your company experiences it)
same)... A housewife, a need can be mentioned
What most households with children have... A doctor is given
It can be said that a high percentage of specialists were coming.
complaining for a medication x
It should be noted that in all cases data must be presented.
trustworthy.
2. Make a few tempting suggestions about how to
product or service can benefit the buyer: For example:
oIn a personal interview, you can say something similar to this:
Mr. Pérez, up to this point we fully agree that your
the company needs fire insurance, and precisely, I have
the best option in fire insurance and reinsurance, do you
I would like to know what it consists of...?
oIn the case of a webpage or in an email, one can
add the following paragraph (after the questions): "If You have
answered with a yes to one or more questions, then it means
what a fire insurance like the one we are going to need
to propose...
Sales Technique No. 3 - Awaken the DESIRE to Acquire what is Being
Offering
At this stage, the main task of the salesperson is to help their client to
understand that the product or service being presented to you will achieve the
satisfaction of their needs or desires, or what will be the best solution to their
problems. To do this, the following can be done:
Explain in detail what the product or service does, how
it works and what additional services it includes (warranties, delivery times,
maintenance, etc...)
Mencionar las ventajas más importantes que tiene el producto, con respecto
to another similar one from the competition (without mentioning the competitor's name).
It is also very necessary to present a list of the advantages of having or
acquire the product or service and the disadvantages of not having it.
Make use of the strongest benefits that the product offers.
For example, a housewife does not buy a washing machine, she buys what that
washing machine will do it for her: Less effort in washing, more time for
taking care of the children, looking after their hands, cleaner clothes, etc. Another
simplest example reminds us that no one buys a drill, but rather the
hole that such a drill can make in a wall. Therefore, those are the
benefits (what the product does for the customer) those that awaken the
desire towards what is being offered.
Sales Technique No. 4.- Lead the Client to ACTION and Close the Sale
This is the last step. It cannot be said to be the most important because it is
a consequence of the previous 3 steps. In any case, it is the definitive part
because it produces the desired result: 'The order or the order
of purchase.
This is a moment when there are two points of view:
The client: Who is evaluating whether the benefits of the product are going to
satisfy their need or desire, or will solve their problem, and also,
is comparing the advantages and disadvantages of having or not having the product or
service.
The seller's: Who believes that it is the right time to
help the customer to make a purchase decision and to persuade them to take action
without delay.
Some closing techniques recommend the following:
Avoid an atmosphere of pressure: That is, one should not insist.
too much, because it will end up irritating the customer.
Establish reasons to buy: But, based on facts and benefits
that satisfy needs or desires, or solve problems.
Request the purchase order: After presenting the facts and benefits,
nothing is more logical than to request the purchase order. For example, saying something
Mr. Pérez, invest in your comfort now and enjoy the
better service immediately...
and enjoy reading in just a few minutes...
Sources of information
[Link]