On each occasion in which I meet colleagues, professionals, merchants and, in itself, people who interact with society every day offering their products and services, I reconfirm that they always have the same question: What is the best technique to sell ? Market knowledge and professional experience lead me to determine that if there is a technique that guarantees success in sales and at the same time helps us build customer loyalty, this is the famous AIDA, an acronym that means: Attention, Interest, Desire and Action.
AIDA Sales Technician
This technique had its origins in the 1950s from when sales have been considered a profession and various sales training programs were started. It describes the basic process by which people are motivated by stimuli, which lead to successful sales.
Now let's analyze how we can use each of these "connectors" or drivers, of the successful technique, AIDA:
Attention
We only have between 1 and 5 seconds to attract attention, either by phone or in a face-to-face visit, time in which the other person forms a first impression of you, where what counts is the personal image and personal marketing. Despite the pressure of time, present yourself in a natural and relaxed way, expect to be told "no thanks" and remember that each "no" brings you closer to the "yes".
Interest
Remember that we only have between 5 and 15 seconds to create some interest, because it is necessary to say or show something interesting and provide clear advantages and tangible benefits for the client, the person you are contacting must have a real or potential need for your product or service (which implies that there should have been an adequate prospecting job). Let's not forget that we must develop the necessary skill to develop empathy (put ourselves in the client's shoes) to understand the client, their situation and needs.
Wish
To awaken desire, the salesperson must have the ability to interpret the client's situation, their priorities and limitations, through highly empathetic questions and answers; You must master the “ question technique ”. You must build trust and establish rapport and identify (chemistry) with the prospect or customer, to gain credibility about what is offered. The key is to demonstrate how you, your product and your organization are reliable and respond to a real need of the potential customer, with adequate solutions, even in the terms of the conditions of sale (payment method, deliveries, etc.).
Action
It is simply about turning the potential customer into a real customer, and it is simply going from desire to action, to obtaining the order, to signing the order, to closing the deal. Due to inertia or in a natural way the closure does not arrive, it must be induced; action or closure is having the ability to grasp the moment and pose it naturally and promote agreement for the next step, whatever it may be.
Of course, if the first three steps have been successful, the easier it will be to get to closing or action. That is, if the sale has been well conducted, the prospect will come to action without much controversy. Any combination of the factors: styles, personalities and behaviors, will allow the salesperson to establish the most appropriate AIDA to approach and sell to you.
