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AIDA: Four Steps to Effective Selling
 You create the sales.
Yes, the product does have to meet a buyer’s needs. But who has to create or provide those needs? You do.
Do you usually have competition? Of course, but you also have an advantage ― if you are prepared to meet the challenges of selling on a personal basis.
Each day, prepare yourself mentally and physically to sell through these four simple steps, which I call AIDA:
1. Attention
2. Interest
3. Desire
4. Action
Each of these steps is critical and provides the opportunity to build a sale and create a sales commission.
Attention
Develop a formal “game plan” to prepare for the “sales attack.” Be sure to consider who your buyers are today and how you can meet them now.
Consider your own particular preparations as part of your game plan. Have you taken the time to study your competition? Are you up to date with marketing techniques for branding, pricing and packaging? If you know all about your competition, then you will be able to better sell your product.
What about your appearance? Do you dress for the part? Are your shoes shined? Is your hair presentable? Are you dressed for success? Your buyers probably won’t buy your product if they are turned off by your appearance.
Interest
Avoid using slang and curse words, and don’t engage in ideological or philosophical debates about religion, politics or sex, either. Stick to the subject of selling the benefits of your particular product.
Always search for more knowledge so you can maintain the buyer’s interest. Turn concerns into positive opportunities.
Ask delving questions to determine what your buyer truly wants and to expedite a sale. Start your questions with who, what, where, when, why or how.
Desire
We all look forward to making the next sale — just as buyers look forward to making the next purchase. Once you determine the buyer’s desires, continue providing as much positive attention, consideration and cooperation as possible.
Always thank your buyer for the opportunity to make a presentation.
If you haven’t sold the buyer on your product or service, then consider following up with a thank-you note or additional information — by mail, phone, telegram or even personally.
Whenever you are with your buyer, look for the right opportunity to “close” the sale and write the order.
Action
Remember, a sale is not a true sale until the buyer has bought and is satisfied with the product you are selling, so be sure to provide good follow-up service. A satisfied customer may provide referrals, third-party testimonials and even suggestions about how to improve your product.
Salespeople make a difference. Attention, interest, desire and action make the sale.
S. Robert August, MIRM, is president and founder of S.Robert August & Company, Inc., a national marketing and public relations firm based in Denver that specializes in providing home builders, developers, Realtors®, manufacturers and lenders with marketing/management consultation and sales training. August is an owner of Colorado-based RealtyWorks, Inc. a real estate brokerage company. He is also past chairman of NAHB’s National Sales and Marketing Council and the only person to receive the prestigious Bill Molester Award twice. For more information, contact August by phone at 303-220-8480 or via e-mail.
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The Institute of Residential Marketing Offers Courses and Designation Programs for Sales & Marketing Professionals
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