AIDA is a very common acronym used in marketing to show stages of buyer engagement. The crucial phase of AIDA buyer engagement where salespeople can and must engage buyers personally, in context and responsively is in the Desire phase. Let me explain.
A brief overview of what it stands for is here:
A – Attention (Awareness): attract the attention of the customer.
I – Interest: raise customer interest by focusing on and demonstrating advantages and benefits.
D -Desire: convince customers that they want and desire the product or service and that it will satisfy
A – Action: lead customers towards taking action and/or purchasing.
[ You can read more about AIDA here ]
Let us dig a little bit deeper with the ultimate aim of focusing on the crucial link to win more deals. The context here is B2B sales although parts of it may be relevant to B2C as well.
1. A – Attention
This is where you identify the suspects for your offering. This is where you cast your net far and wide to catch as many people as possible. The strategy can be as simple as advertising on various social channels where your target audience spend their time, content/inbound marketing where you produce content that addresses the concerns and interests of your target audience. You can augment that with sound SEO practices to lure the right audience to your home base.
2. I – Interest
Next up is to generate interest where you have to walk with your suspects for a while to see if they would become your prospects. This is an excellent place to bring in marketing automation tools. By designing event based triggers that send out highly relevant content right to their mailboxes, you start engaging them ultimately making them self-select to be your customers.
3. D – Desire
This is where you will get your prospects to either make it over the hump to become your customers or simply lose them. At this stage, the prospects are yours to lose because they obviously have expressed interest in your offerings based on the findings from the previous step.
A loss here is big because you spent a lot of time, energy and money to make these prospects “self-select” themselves to arrive at this stage.
This is where you bring “contextual engagement” with your prospects. Let me explain. At this stage, your prospects are not expecting generic information like whitepapers, case studies etc. They are looking for specific answers to questions that arise in their mind or from fellow stakeholders internally to move the buying process forward.
If your salespeople are not “ready” to with tools for “contextual engagement”, your prospects may simply drift towards competitors that can quickly engage with in-context answers and insights.
Unless you have something so unique that NOBODY else in the world has, it is common to assume and expect that you have competition. If your salespeople are equipped with “contextual engagement” tools, you have an ace up your sleeve. This is the crucial link to close more deals. More about this at the end of this blog post.
4. A – Action
This is where the closing ceremony begins. If you have built a good rapport and have designed an offer that makes sense, you have increased the odds of closing the deal.
The Crucial Link to Close More Deals
Your salespeople having the ability and tools to “contextual engage” with your prospects is the crucial link to closing deals. You know you have the right tools if your salespeople can respond to 80% of the contextual queries in ten minutes or less. Your salespeople will ideally assemble a relevant response with “knowledge nuggets” that serve the needs.
WittyParrot is a content delivery platform that Salespeople will love, because in addition to finding what they
need from company supplied messaging and collateral, they can easily capture and reuse personal information and share their own best solicitation emails and followup letters with colleagues.
We make it super simple for salespeople to find, drag and drop relevant content into the application of choice that exactly addresses prospect needs.
WittyParrot helps your salespeople be more responsive and enables the entire company to reuse high-value messaging and to “speak with one voice”.