The AIDA Sales Approach

Preparation is important with everything in selling, but nowhere is planning so essential as when making an approach to a new prospect.

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Every Call will be difficult – according to the product or service you are offering and the benefits involved.

Use the following format to control your Call but remain flexible within the overall sequence:

Attention

Tell the prospect why you are there, in a way that starts to show ‘what’s in it for him or her’ to listen to you:

  • show that you know something about them and their company or industry. Make clear that you have done some homework.
  • suggest that you could be of help. This could take the form of the very General Benefits Statement – ‘The Carrot’

Interest
Ask Open Questions to established their needs and to determine which of your products and benefits are of most significance to them.

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Desire

Relate the specific needs which you have established to the benefits which you have to offer. Decide which of your products is relevant.

Clearly define the prospect’s objectives – what he/she wants to achieve.

Then show him or her how your product or service can meet these objectives. Namely to either:

  • solve a problem
  • fulfil a need
  • supply a want

Action

Get the agreement of your prospect on what happens next.

Through Closed Questions get commitment to the next stage of the Sales Plan.