AIDA Model of Selling
This theory is based on the premise
that during a sales presentation, the prospect consciously goes through five
different stages: Attention, Interest, Desire and Action. The
components of this theory believe that the salesperson should design his
presentation in such a manner which takes care of all these stages of the
process of selling. The details of these components are as follows:
A: Attention
The
salesperson should attract the prospect to his presentation before he actually goes
into the details of the same. This is to ensure that the prospect becomes
receptive to the presentation.
Here
the need for securing attention is must. It’s a fact that usually the prospect
may be busy in his routine jobs or daily assignments. Thus, before meeting the
salesperson, the prospect’s mind may be engaged in something other than the
concerned product, about which the salesperson in going to talk.
Unless
the salesperson involves the prospect’s mind in the presentation, his total
effort may go unnoticed or unregistered. Drawing the prospect’s attention,
therefore, is as good as to detach him from other assignments and involving him
in the presentation, both physically and mentally, so as to gain maximum from
the sales meeting.
I: Interest
Once
the salesperson has successfully gained the prospect’s attention, he should
maintain the interest of the prospect throughout the presentation.
In
other words, the salesperson should ensure that the prospect remains glued to
his presentation throughout its length and that he does not wander away from
the same. The salesperson should be aware of the interest, likes, dislikes,
attitude and motivation of the prospect and should proceed with the
presentation, keeping in view all the factors.
D: Desire
To
create a strong desire in the prospect’s mind to purchase his product is the
next important step. The salesperson should consciously try to bring the
prospect into this stage of readiness on the point of buying his product. He
should concentrate on projecting the benefits of his product to the prospect.
He should go even to the extent of presenting benefits according to the
motivation of the prospect.
The
salesperson should also be prepared to anticipate the resistance to his sales
presentation in terms of objections or questions from the prospect. Not only
that, he should be prepared with several answers and explanations to the
anticipated objections.
A: Action
Once
the salesperson has been successful in taking his prospect through the three
stages, he should induce them into actually buying the product. Sometimes even
after going through the three stages of Attention, Interest and Desire; the
prospect may still have some doubt or some disinterest which will stop him from
taking the final decision of actually buying the product. Hence, it becomes an
important task for the salesperson to help his prospect in taking the final
decision.
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