AIDA Model - sales and marketing

Quote:

Originally Posted by JacquesWerth

That is right.
The buying decision research was conducted in the late 1940s by the big three American Automobile Manufacturers. The result was called the “Five Step Buying Decision Model. The actual results were “AIDCA” – Attention, Interest, Desire, Conviction and Action (close) - not “AIDA.”

Jacques, to my knowledge, the "AIDA" model dates back to the late 1800's.

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In 1898, the American advertising and sales pioneer, E. St. Elmo Lewis developed a practical sales tool using the latest Scientific Management insights. He created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis held that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product.

Quote:

Originally Posted by SalesGuy

Jacques, to my knowledge, the "AIDA" model dates back to the late 1800's.

That may be so.
The first written mention of AIDA that I could find was in a 1934 testbook titled (I think) "Fundamentals of Professional Selling" by John Russell et al, the latter being five other college professors. However, it wasn't until the car maker study in the late 1940s that it was scientifically verified and amended to "AIDCA." That's when it took off.

I first learned AIDCA it in 1953 when I majored in Industrial Sales for my first college degree.

Jacques, earlier you mentioned that "...the AIDCA model has gradually become obsolote due to the rapidly increasing phenomena of "Information Overload."

How in your opinion has "information overload" led to this outcome?

Quote:

Originally Posted by AZBroker

Jacques, earlier you mentioned that "...the AIDCA model has gradually become obsolote due to the rapidly increasing phenomena of "Information Overload." How in your opinion has "information overload" led to this outcome?

Information Overload results in the average American being exposed to over 12 million informational messages per year. The vast majority of those messages get filtered out before they ever reach your consciousmind.

Those people that have a perceived need for the benefits of your products and services open their mind filters to "solutions" that have the potential to satisfy their needs. They have already gone through Attention, Interest and Desire before you showed up. Then, it is a matter of which of the needs has top priority that makes them into High Probability Prospects, or not.

We do not ignore the Interest or Desire steps, but we limit those discussions to verification during the initial steps of the sales process.

When you spend your time only with High Probability Prospects, your primary focus should be on the Conviction and Action steps. We deal with those steps with two processes that we call the Trust and Respect Inquiry and Conditions of Satisfaction.

Great insight. I can agree with everything you said Jacques.

AIDA Model - sales and marketing

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