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Aid As

The AIDAS theory is a widely known model for understanding the stages a customer goes through when making a purchase. The stages are: Attention - attracting the customer's attention. Interest - raising their interest in the product or service. Desire - convincing them they want the product. Action - leading them to make the purchase. Satisfaction - reassuring them after the purchase. Going through each stage is important for an effective sales process, as some customers will lose interest between stages. Maintaining engagement at each step is key to a successful sale.

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Pratik Jain
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27 views2 pages

Aid As

The AIDAS theory is a widely known model for understanding the stages a customer goes through when making a purchase. The stages are: Attention - attracting the customer's attention. Interest - raising their interest in the product or service. Desire - convincing them they want the product. Action - leading them to make the purchase. Satisfaction - reassuring them after the purchase. Going through each stage is important for an effective sales process, as some customers will lose interest between stages. Maintaining engagement at each step is key to a successful sale.

Uploaded by

Pratik Jain
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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c c is an acronym used in marketing that describes a common list of events that may be undergone

when a person is selling a product or service. The term and approach are attributed to American
advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on
customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis
held that the most successful salespeople followed a hierarchical, four layer process using the four
cognitive phases that buyers follow when accepting a new idea or purchasing a new product.

x A - Attention (Awareness): attract the attention of the customer.


x I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits
(instead of focusing on features, as in traditional advertising).
x D - Desire: convince customers that they want and desire the product or service and that it will
satisfy their needs.
x A - Action: lead customers towards taking action and/or purchasing.

Using a system like this gives one a general understanding of how to target a market effectively.
Moving from step to step one loses some percent of prospects.

The AIDAS theory of selling is one of the widest known theories and is the basis for training
materials across numerous organizations. AIDAS stands for Attention, Interest, Desire, Action,
Satisfaction. The AIDAS theory simply states that a prospect goes through five different stages
before finally responding satisfactorily to our product. thus he should be led comfortably through
all five stages.

c    Gaining attention is a skill and and just like any skill, gaining attention can be
improved upon with practice. A common phrase applicable over here is ³First impression is last
impression´. The initial attempt of the sales person must be to put the customer completely at
ease. Casual conversation is one of the best openers after which the sales person can gain
customer attention by leading him onto the sale. to know more about gaining attention read my
post on how to gain customer attention.
   Once you have gained attention, it is very important to maintain interest. Some sales
people are very good in the opening but as the technicalities take over, they become
uncomfortable while explaining the product. Whereas others who are strong in the product
department might open bluntly but create interest in the second stage. Maintaining interest is a
crucial part of the sales process and hence is included in the AIDAS theory. Read more on how to
maintain customer interest.

  Have you seen the commercials wherein you just have to get out of your house andget
the product? Perhaps a car, an ice cream or a house. The same has to be done by the sales person
in personal selling. He has to create enough desire in the customers mind such that he
immediately has to buy the product. Imagine an aquaguard sales man or a tupperware sales
person. They highlight the product in such a manner that you might be thinking ³Why didnt i buy
this product before´. Thus kindling that desire becomes an integral part of the AIDAS selling
theory. Read more on how to create desire for the product
c  Although there may be desire for the product, the customer might not act on it. He might
want to buy the product but he might NOT buy it. In such cases the customer needs to be induced.
There are various ways to induce the customer such that he buys the product. It is important for
the sales person to understand whether to directly induce the customer or whether to push subtle
reminders that you are there for a sales call . Both methods work, but you need to know your
customer.
    What would you do after the customer has given the order? Will you stand up,
Point at him and shout ³Fooled ya´. I dont think so. The customer has just parted with his money.
Just like you part your money and expect good service, he expects the same too. So even after he
has bought the product, you need to reassure the customer that he has made the right decision.
The product is good for the customer and you only presented the product. It was his decision and
he is right about it. These small cues post the sales process really give confidence to the customer
and he then looks forward to your product rather than thinking whether or not he has made the
right decision.

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