Basics of UK sales training
AIDA sales training (uk)
AIDA is the original sales training (uk) acronym,
from the late 1950's, when selling was first treated
as a professional discipline and sales training
(uk) began. Often referred to as ' Hierarchy of
Effects', AIDA describes the basic process by which
people become motivated to act on external stimulus,
including the way that successful selling happens
and sales are made.
A - Attention, I - Interest, D - Desire, A - Action
Simply, when we purchase something we buy according
to the AIDA process. So, accordingly when we sell
something we must sell go through the AIDA stages.
Something first gets our attention; if it's relevant
to us we are interested to learn or hear more about
it. If the product or service appears to closely
match our needs and/or aspirations, and resources,
particularly if it is special, unique, or rare,
we begin to desire it. If we are prompted or stimulated
to overcome our natural caution we may then become
motivated or susceptible to taking action to buy.
Some AIDA sales training (uk) pointers:
Attention:Getting the other person's attention
sets the tone: first impressions count , so smile
- even on the phone because people can hear it in
a salesperson's voice - be happy, be natural, honest
and professional. Getting attention is more difficult
than it used to be, because people are less accessible,
have less free time, and lots of competing distractions
Interest: A salesperson has 5-15 seconds in which
to create some interest. Something begins to look
interesting if it is relevant and potentially advantageous.
The person a salesperson is approaching should have
a potential need for a salesperson product or service
or proposition (which implies that a salesperson
or somebody else has established a target customer
Desire: The sales person needs to be able to identify
and agree the prospect's situation, needs, priorities
and constraints on personal and organizational levels,
through empathic questioning and interpretation.
a salesperson must build rapport and trust, and
a preparedness in the prospect's mind to do business
Creating desire is part skill and technique, and
part behavior and style. In modern selling and business,
trust and relationship (the 'salesperson' factor)
are increasingly significant, as natural competitive
development inexorably squeezes and reduces the
opportunities for clear product advantage and uniqueness.
Action Simply the conversion of potential into
actuality, to achieve or move closer to whatever
is the aim.
Natural inertia and caution often dictate that clear
opportunities are not acted upon, particularly by
purchasers of all sorts, so the sales person must
suggest, or encourage agreement to move to complete
the sale or move to the next stage.
The better the preceding three stages have been
conducted, then the less emphasis is required for
the action stage.