AIDA sales technique
The AIDA technique was developed in the late 1800s by an American publicist, Elias St. Elmo Lewis, and is based on a customer’s buying and action stages. The stages Applications Applications are particularly obvious in advertising, but also in in-store sales, in the writing of e-mails, and in the purchasing process on a sales site. […]
The AIDA technique was developed in the late 1800s by an American publicist, Elias St. Elmo Lewis, and is based on a customer’s buying and action stages.
The stages
- Attention
- Interest
- Desire
- Action
Applications
Applications are particularly obvious in advertising, but also in in-store sales, in the writing of e-mails, and in the purchasing process on a sales site.
In-store sales
In-store sales are well suited to the AIDA process
- Attention :
- Attract the customer’s attention by placing the product at the entrance, at the head of the gondola, next to the checkouts.
- Create an eye-catching product presentation
- Color
- Book or article title
- Interest
- Demonstrate a concrete use of the product
- Video presentation
- Demonstration photo
- Désir
- Present the benefit to the customer
- Have him try the product
- Action
- Offer to buy
- Special offer
- Discount for immediate purchase
Website
Online commerce also benefits from the AIDA technique.
- Attention :
- Intriguing photo out of the ordinary
- Catchy title
- Question challenging the customer to find the solution
- Interest
- Presentation of the solution’s features.
- Photo showing practical applications
- Video
- Désir
- Application to one’s own case
- Test to calculate profits
- Offer customers the chance to test a free version
- Action
- Call-to-action button
- Free test button
- Offer to buy or add a product to the shopping cart.
Limitations of the AIDA method and complementary techniques
The AIDA method enables us to follow and adapt to the customer’s psychological buying process. It is useful, but not sufficient, for selling.
It’s a good idea to use complementary techniques.
- The SONCAS method refines the approach by understanding the customer’s psychological needs
- The stages of sales provide a better framework for the evolution of the sales process
- The SPIN method focuses on the buyer’s problem
- The SOS technique focuses on the customer’s objectives
In conclusion
The AIDA method is excellent for advertising, in-store or on a website, but sales reps need to add a sales technique that structures their approach.
Jean-Pierre Mercier