AIDA Model - sales and marketing

I've been educating myself online and have a question about the AIDA model. Here is a definition -

Quote:

Attention, Interest, Desire, Action. This is a traditional model of the purpose and flow of marketing communications and direct sales efforts:
1. Create attention;
2. Generate interest;
3. Develop desire;
4. Initiate action.

I don't remember exactly which ones but some of the old sales books I've read said to use AIDA when selling. I might have even read that here. Is that a good model to follow?

AIDA is for advertising copy not personal selling. I think.

Quote:

Originally Posted by Thomas

I've been educating myself online

and have a question about the AIDA model. Here is a definition - I don't remember exactly which ones but some of the old sales books I've read said to use AIDA when selling. I might have even read that here. Is that a good model to follow?

AIDA is used as an acronym, but much more common is AIDCA, which adds the word Conviction into the model.

It is a classic model in advertising. It has also been used many times as a learning model for selling, and for sales presentations.

The Dale Carnegie Sales Course (not the public speaking course) used AIDCA as a model for teaching sales.

I have felt for several years that, consistent with the Acronym, "agreement" is more strategically sound then "attention". In other words, establishing common ground early. Naturally, that usually gets "attention".

I don't think AIDCA works as a selling system per se, but it is an adequate learning model in my opinion.

Thomas, you might want to use AIDCA rather than AIDA in your online search. It should bear fruit.

"I don't think AIDCA works as a selling system per se, but it is an adequate learning model in my opinion." -- Gary

I like that distinction - thanks, Gary.

MitchM

Quote:

Originally Posted by Thomas

Is that a good model to follow?

Food for thought Thomas:

Attention - If they are not paying attention then they are not listening.

Interest - Talk in terms of the other persons interests; their wants or needs.

Desire - Show them how your product/service is the solution of choice. Build desire.

Action - If they don't take action you have no sale. Help them take action.

These are the basics. These alone could be and probably have been the starting point for many "selling systems".

Quote:

Originally Posted by Agent Smith

These are the basics. These alone could be and probably have been the starting point for many "selling systems".

What is the starting point?

Quote:

Originally Posted by Thomas

What is the starting point?

The AIDA model is a good starting point or framework for a selling system. It makes sense to structure a selling system around a model of the typical buyer decision process.

If you look close enough you're likely to find AIDA lurking in the background of almost every selling system today.

Does this structure look familiar?

A - Attention... aka Approach
I - Interest... aka Interview
D - Desire... aka Presentation
A - Action... aka Commitment
*S - Satisfaction (Customer satisfaction leading to repeat and referral business.)

Interest - Talk in terms of the other persons interests; their wants or needs.
That's my starting point because if it's not there I don't waste time taking any more. If what I offer you right up front isn't what you say you want to know more about it's over.

MitchM

Quote:

Originally Posted by Agent Smith

The AIDA model is a good starting point or framework for a selling system. It makes sense to structure a selling system around a model of the typical buyer decision process.

If you look close enough you're likely to find AIDA lurking in the background of almost every selling system today.

Does this structure look familiar?

Now I get it.

[quote=Agent Smith]If you look close enough you're likely to find AIDA lurking in the background of almost every selling system today. [quote]
I believe that is true, although I have occasionally seen authors and trainers attempt to dispute it.

AIDA Model - sales and marketing

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