How to increase the flow of customers? AIDA – a proven method!
Sales are down? No steady flow of orders? Clients are not crowding the sales floor, corridors or computers of sales managers? Does the company feel a certain atmosphere of pessimism and low expectations?
What can I say, there are times like these, and almost every business owner and entrepreneur is familiar with that unpleasant feeling of guilt and embarrassment, when in “two days” you have to pay people their salaries and no money.
And for yourself, it hurts, because you want to live decently, to feel pride and self-respect, to have a nice house, to drive a decent car, to have lunch and dinner at a restaurant, to fly every year somewhere “in Switzerland”, leaving a tip of $100 in the hotel.
Don’t despair! We take ourselves “in hand”, strain our will and brains, involve the best employees and look for a way out. There is a way out for sure!
In the article below we will consider in detail one of the most effective methods of influencing and attracting the client. The method has passed the long test of time and proved its effectiveness. And its name is ⎯ AIDA.
What is AIDA
In this abbreviation (AIDA) of the four letters of the Latin alphabet
is “wrapped up” interpretation of human consumer behavior model, connected with natural property of human perception of conceptual triggers (stimuli), which are skillfully placed by method user in his work with consumer of product or service in achieving his goal ⎯ selling:
Principle of method action
The method works on a very simple, but fundamental scheme, non-compliance with which nullifies all efforts and efforts: the first thing ⎯ to capture the consumer’s attention, then arouse a burning interest and, by maintaining this interest, excite a desire to satisfy it, giving specific and simple instructions how to do it. That is all.
Indeed, the scheme is simple. Even very simple. However, remember that it is based on human psychology and was invented over 100 years ago. It worked with our ancestors and it works now. So it is necessary to study, understand and include in the arsenal of tools to work with the consumer.
How to practically solve the problem of “attracting attention”.
Attracting the attention of modern man is not easy: it’s the 21st century, the age of information technology, as they say. A flow of information “poured” on the person around the clock, literally. He simply overwhelmed by the abundance of information and often becomes “deaf”, perceiving it as “background”.
But we have to attract him. If he does not hear us, he will never come to us, will not become our client and will not give us his money. We must try to capture his attention. And “spreading” himself everywhere you can: advertising, ads, signs (billboards), TV, radio, contextual advertising, website, social networks, SMM, etc.
Here are the best techniques:
- A catchy, catchy, intriguing headline with a focus on people’s interests, pains, or even vices and ambitions;
- vivid and impressive pictures with elements of dynamics, perspective or intriguing subtext;
- screaming uniqueness and short-termism of the situation: promotions, discounts, extended warranty period;
How to practically solve the problem I “call of interest”
So, the client’s attention is attracted. It is necessary not to lose it, but to strengthen and more involving person in “theme”, to demonstrate the uniqueness of your offer, to tell and show how and what problems your goods/service solve and how the life of the customer will change when he becomes the owner and the consumer of your offer.
And if you or your creative managers from the sales department can also “talk” to the client or tell him a couple of real stories about past satisfied customers who have become regulars with you and almost friends in life, then you have a potential customer in front of you. A little more effort!
Here it is necessary to tell unobtrusively and in few words about the company, its capabilities, peculiarities, views on business, values and priorities.
This builds opinion and a sense of familiarity, camaraderie and reliability.
How is the “desire to buy” practically solved?
At this stage of “working” with the client, you can’t do without it and be sure to use the entire arsenal of evidence-based arguments in favor of your offer, viz:
Demonstration of the excellent qualities and unique characteristics of your product/service;
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Showing the facts of a successful application, a quick benefit or solution to a problem, with the opportunity to get a live feedback from the consumer;
“detuning” from competitors by showing the obvious advantages of your offer;
informing the customer about existing “for today” discounts, promotions, bonuses, etc., not forgetting to warn of the imminent expiration of these “promotions”;
Confidential message to the client about the company’s additional services (presale preparation, free delivery, extended warranty period, after-sales service, etc.);
How problem A “decision-making-action” is practically solved
So there ⎯ our customer is ready to pay the money, sign up, and pick up his purchase. He is mentally satisfied with the product or service. At this stage we need to explain to him clearly, understandably and simply what to do and how to pick it up.
If selling online ⎯ the navigation should be convenient: the cart, buttons, links ⎯ within walking distance, if face-to-face ⎯ the qualification and communicativeness of the manager is of great importance: you can ruin everything even at this stage ⎯ “put” the best (as everywhere, however. “Ballast” is not needed anywhere).
AIDA today: a modern modification
Time goes on and things change ⎯ improve or degrade. The AIDA model has undergone progressive changes. There are additions that increase the effectiveness of the method and the degree of its impact on the consumer through a deeper identification of his needs and the psychology of perception.
One extreme version is AISDASLove. What is significant added here? Well, here’s what:
- Stage S – Search – factor in when a person starts looking for more information about a product/service and the structures that that product/service can provide;
- S – Share (in this case – review) – the buyer (consumer) shares (tells) his acquaintances, relatives, etc. about the result he received (expressing satisfaction or negative experience);
- Love – the person develops “love” and devotion to the seller, becoming a regular customer. (Another option – Hate – the person gets a negative result and starts “hating” you, which is also an important indicator that needs to be analyzed).
Consider the current market conditions, mores, attitudes, psychology and preferences of the consumer!
You’ll say, “well, it’s a sales funnel! What’s new here?” Yes, the sales funnel is based on the AIDA model. It, this model, was born as a conceptual idea and strategy more than a century ago. The modern sales funnel is nothing but a detailed, detailed and supplemented embodiment of the AIDA concept, which has stood the test of time and proven its worth.
Therefore, AIDA (y) “keep” in mind and build the strategy and tactics of their business under this scheme (or rather upgraded). It will not let you down! Good luck to all!