Aida Theory

AIDA theory is based on the premise that during a sales presentation, it consists of four stages: Attention, Interest, Desire and Action. The details of these components are as follows:

A: Attention
The salesperson should attract the prospect/customer to his presentation before he actually goes into the details of the same. This is to ensure that the prospect/customer becomes receptive to the presentation.
Here the need for securing attention is must. It's a fact that usually the prospect may be busy in his routine jobs or daily assignments. Thus, before meeting the salesperson, the prospect's mind may be engaged in something other than the concerned product, about which the salesperson in going to talk.
Unless the salesperson involves the prospect's mind in the presentation, his total effort may go unnoticed or unregistered. Drawing the prospect's attention, therefore, is as good as to detach him from other assignments and involving him in the presentation, both physically and mentally, so as to gain maximum from the sales meeting.

I: Interest
Once the salesperson has successfully gained the prospect's attention, he should maintain the interest of the prospect throughout the presentation.
In other words, the salesperson should ensure that the prospect remains glued to his presentation throughout its length and that he does not wander away from the same. The salesperson should be aware of the interest, likes, dislikes, attitude and motivation of the prospect and should proceed with the presentation, keeping in view all the factors.
D: Desire
To create a strong desire in the prospect's mind to purchase his product is the next important step. The salesperson should consciously try to bring the prospect into this stage of readiness on the point of buying his product. He should concentrate on projecting the benefits of his product to the prospect. He should go even to the extent of presenting benefits according to the motivation of the prospect.
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