AIDA - Basic Principles of Selling

AIDA - Not AIDIA

AIDA.  You may or may not be familiar with this sales saavy acronym.  Not to be confused with "Aidia",  a lovely song by Canadian songbird Sarah Mclachlan.  If you've every been through sales training, or taken a Marketing class you may have heard of the AIDA model.  AIDA is an acronym, devised to outline the four stages of the sales process (defined by E.St. Elmo Lewis). There are many different variations/additions (pimped out) versions of the model, but we will discuss the original.  Keep these four simple things in mind when you're selling and you'll be a sales superstar in no time at all.  

Keep Your Shirt On...

(A) Attention

Before you can proceed with any type of selling you must grab their "Attention".  There are a few different ways you can go about this.  You can be assertive, confident and concise, and if that isn't working you can always flash them... just kidding.  That was our test, to see if we had your "Attention" still.  Ask questions and be informative and interesting.  Good openers address their problems such as: 

Have you ever...?            Are you Noticing...?           Can you see....?

(I) Interest 

You can only hold someone's "Attention" for so long without being interesting.  There are two things that business owners ALWAYS want to talk about:  their business (because it's important to them), and themselves, (because who doesn't like talking about themselves?)  Give examples,  listen to them talk about their problems and then demonstrate how your company can offer a solution. Don't talk AT them,  talk WITH them.   Never overstay your welcome, and much like a first date keep it short and leave them wanting more.  

(D) Desire

Once you've breezed through steps 1 & 2, you need to create a "Desire" for them to do what you want them to.  Humans are mostly simple creatures and there are several ways you can create "Desire" (in a business appropriate way).  Exclusivity,  limited availability, testimonials and showing them how what you offer is a direct solution to one of their problems are just a few of the many ways you can get people to WANT your product/service and believe that they NEED it. 

(A) Action

Well of course if you've got Attention, Interest & Desire the only thing left really is "Action".  Ask for the sale.  Whenever they are asking questions that involve things such as payment terms, creative etc.  this is a good indicator that they are ready to finalize the deal.  Summarize the solutions you are providing and confirm rate, dates etc.  ABC.  Another important acroynom to remember.  A (Always)  B (Be)  C (Closing).  Remember, the whole point of all of this is to get the sale,  so always keep that in mind.  It generally takes 5-7 interactions before you can complete a sale.  


With that I leave you with this clip of an angry (but still sexy) clip of Alec Baldwin, explaining sales to terrified employees in Glengarry Glen Ross. (Check out AIDA written on the chalkboard in the background)

By Jenna Boholij - Marketing Manager - Cruise Media Group

Sources: 

http://changingminds.org/disciplines/sales/methods/aida.htm

http://www.sitepoint.com/marketing-101-the-sales-process/