The video discusses the AIDA model in sales, an acronym for Attention, Interest, Desire, and Action. Created in 1898 by E. St. Elmo Lewis, this model is foundational in modern selling and marketing, illustrating a systematic approach to the sales process.
1. Attention: The first step in the AIDA model is gaining the prospect's attention. This is particularly challenging in cold calling, and the video suggests relying on training to effectively open opportunities and engage potential clients.
2. Interest: Shifting the focus from helping to understanding the client's needs, the video advises using open-ended, low-pressure questions to gauge the client's level of interest. It emphasizes the importance of understanding the client's shopping plan and their position in the buying process.
3. Desire: Understanding how much the client wants or needs the product is crucial. The video stresses the significance of identifying the client's buying window and using that to facilitate the sale, thus influencing the power dynamics in the sales interaction.
4. Action: The final phase involves moving the client towards making a purchase. The video discusses strategies for penetrating the client's smoke screen of indecision or reluctance. It suggests turning the client into a theoretical buyer to foster a more open discussion about the conditions under which they would make a purchase.
5. Combining AIDA with Proper Questioning: The video concludes by emphasizing the importance of combining the AIDA model with effective questioning techniques. Understanding the client's shopping plan (what, why, when, where) is key to successfully making a sale rather than falling for misleading signals.
The AIDA model, as presented in the video, is a timeless and effective framework for sales. By understanding and applying each stage - Attention, Interest, Desire, and Action - sales professionals can approach their interactions more strategically, leading to smarter and more successful selling.
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