The AIDA method
Developed at the end of the 19th century by an American publicist, the AIDA method is based on the various stages in the customer’s purchasing and decision-making process. It can be broken down into four essential phases:
- Attention: attracting the customer’s attention
- Interest: creating interest in the product or service
- Desire: arousing the desire to acquire the product
- Action: Encourage action, i.e. purchase
Applications of the AIDA method
While this approach is widely used in advertising, it also finds its way into in-store sales, sales emails and the online shopping experience.
Application to in-store sales
Applying the AIDA method in-store optimizes the customer experience and boosts sales.
- Please note:
- Promote the product at strategic locations (entrance, aisle head, checkouts)
- Use attractive colors and shapes
- Design an original or surprising presentation
- A catchy title for a book or article
- Interest :
- In-store product demonstration
- Show an explanatory video
- Display photos illustrating product use
- Odor for a pastry
- Desire:
- Emphasize customer benefits
- Offer the customer a trial
- Tasting: wine, beverage, coffee, cake.
- Action:
- Propose a promotional offer or an immediate discount
- Encourage purchase by creating a sense of urgency
Website
In e-commerce, the AIDA method improves the user experience and maximizes conversions.
- Attention
- Use an intriguing or unusual image
- Include a punchy title
- Ask an engaging question
- Challenge the customer to perform a test
- Interest :
- Highlight product or service features
- Publish photos and videos illustrating its use
- Desire
- Personalize the experience by highlighting specific benefits
- Offer a free trial
- Action
- Integrate a clear, visible call-to-action button
- Encourage add-to-cart or immediate purchase
Limits and additions to the AIDA method
While the AIDA method provides a solid basis for guiding the customer journey, it is not enough on its own to close a sale.
It needs to be backed up by other techniques:
- Sales stages : Structuring the sales process
- SPIN Method: Identifying and exploring the customer’s problem
- The SOS sales method based on customer objectives.
- CAP or CAB sales method
The importance of CRM
Like all sales techniques, the AIDA method must be based on the serious use of a good CRM to record contacts and sales. Don’t forget that you make more money from regular customers than from new ones, and that CRM can help you do both.
Conclusion
The AIDA method is an effective tool for advertising, in-store and online. However, to maximize its impact, sales reps need to complement it with more in-depth approaches to refine their strategy and optimize their close rate.
Jean-Pierre Mercier
