There are many models, frameworks, and methodologies used to improve sales process and convert more leads into loyal customers. They describe all the elements of the funnel and customer journey, from the first contact with the brand to the successful purchase. Also, they give managers and decision-makers useful tips on creating strategies regarding the company's sales department. All of that to achieve the ultimate goal of any business - increased revenue.
In this blog post we take a closer look at the AIDA model. Formed at the turn of the 19th and 20th centuries, the concept is considered one of the classic marketing approaches used by B2C and B2B entrepreneurs alike. It’s still being used by marketing and sales experts from all over the world and has multiple variations adjusted to the current business landscape and trends. Also, it’s adjusted to modern brands that have to exist in the digital and highly-competitive environments.
Learn what is the AIDA model, how a sales team can use it to their advantage, and how each phase should be curated to achieve spectacular results.
What does AIDA stand for?
The AIDA acronym stands for Attention, Interest, Desire, and Action. This hierarchy of effects formula was created in 1898 by E. St. Elmo Lewis, who was an American marketing and sales pioneer. In the beginning, it actually consisted of three steps. Then it was expanded to the entire selling process, including the action part. AIDA became a principle used by sales professionals and marketing experts for decades.
AIDA is used to help marketers and salespeople create more effective messages that influence a prospect's buying behavior. It can be utilized to structure any type of message or pitch, from sales decks, to email subject lines, to blog post headlines, and more. The model explains how people think and react. It allows salespeople to understand better how their leads make buying decisions.
Let’s take a closer look at each part of the AIDA model. How does it work?
- The first step of the AIDA model is gaining the attention of potential customers by using a persuasive message that will draw them towards a product or service (Attention).
- Once you have their attention, you have to maintain it by offering something that they're interested in purchasing (Interest). Preferably, it should be able to solve the existing problem of the client.
- After catching your customer’s interest, you have to make them desire your offer by emphasizing its benefits and showing how it can improve their lives (Desire).
- Finally, once they desire your product, it's time to take action. As you can probably tell, this is the moment when they should order the goods you present to them.
It seems pretty simple and logical, doesn’t it? It is based on the most basic pattern of people’s reactions. However, it’s not always that simple. That’s why variations of the AIDA model were created.
Variants of the AIDA model
The variations of the AIDA model were created to meet the different needs of sellers in various industries. Every type of product requires a correct approach to the customer in order to finalize the transaction. An online shoe retailer will have to build a completely different process than a vendor at the farmer’s market or an exclusive jewelry store.
The AIDA model has been criticized for being too simplistic, but there are plenty of ways to use it effectively. One of them is variants, which are the expanded versions of the formula with one or a few additional steps to take. Here are some examples:
- Modified AIDA model (Awareness - Interest - Conviction - Desire - Action) - adding the “conviction” phase showcases how the client's decision-making process works in detail.
- AIDAS (Attention - Interest - Desire - Action - Satisfaction) - this one adds the end factor that should be the goal of every company. Satisfied customers tend to come back when they want to purchase again.
- AISDALSLove model (Awareness - Interest - Search - Desire - Action - Like/Dislike - Share - Love/Hate) - if you wonder how AIDA could be applied to the digital era of sales, this variant probably illustrates it best. It takes into consideration that the customer wants to research the product or service before desiring it. Moreover, towards the end, it shows how people react to what they purchase and how they often recommend (or not) their choices to others.
- Hierarchy of Effects (Awareness - Knowledge - Liking - Preference - Conviction - Purchase) - it’s quite similar to the modified AIDA model with different names for each element of the formula.
- McGuire's model (Presentation - Attention - Comprehension - Yielding - Retention - Behavior) - again, a broader version of the AIDA model with slightly changed names of the stages.
No matter which version you choose, the important thing is that it should match your company’s profile and the way you acquire prospects. After you establish that, it’s time to tailor every phase making them more effective, consistent with your brand, and customer-centered.
How can you use the AIDA model to effectively reach B2B sales prospects?
Every company that considers their B2B sales strategy can take advantage of the AIDA model. It can be helpful to determine how marketing and sales activities interact with each other and understand how to approach potential clients with your products and services. Then, the framework is applied to the communication strategy to create high-quality, effective campaigns, but not exclusively. It can support the company’s effort when they design their website, social media presence, offer, and every part of their business.
Here’s an example where we take each element of the formula and place it in the B2B environment to achieve spectacular results:
- Attention: Your goal here is to get the lead’s attention quickly. In order to do that, you have to be present in your customer’s reality. For example, by creating useful content, maintaining a high position in search engines, or investing in paid ads. Make sure that when they stumble upon your organization, you catch their eye with interesting headlines, well-exposed USPs, and creative visuals.
- Interest: Build the interest of your potential customer by providing compelling reasons why they should buy your product or service from you and not another provider. You can use case studies, testimonials, statistics, and other materials to demonstrate the benefits of your solutions and showcase your company’s reliability.
- Desire: To create desire, let the prospects test your offer before they make a decision to purchase. The best way to do this is a free trial option. You can also use a video tutorial to give them a quick preview. Discounts and special offers are highly appreciated, too. However, the main accomplishment should be the client’s realization that your product or service can solve a problem they came with.
- Action: The power of CTAs is unquestionable here. Placing them in strategic places and making them easy to follow is the first step. The customer wants to contact your company in a convenient and comfortable way. There are several ways to connect with them, depending on your company’s business model: phone, email, video chat, physical visit to the on-site location, and more.
Of course, the AIDA model is not always the perfect way to describe the buying process of every customer, and it can miss some crucial elements that your team has to remember about if they want to sell more. The formula was often criticized regarding B2B because it doesn’t take into account the role of personalization in the era of account-based sales. However, we consider it a basic framework you can use at the beginning of your strategizing journey, and expand it in line with your needs and requirements.
Use Meetsales to elevate your sales game
Implementing the strategy based on the AIDA model principles requires robust tools. Meetsales can be one of them because it can be useful at every stage of the customer’s journey. Every enterprise that wants to invest in a sales enablement platform for video-based sales should take a closer look at our product.
How does Meetsales apply to each element of the AIDA formula? It offers a website widget that can grab the attention of the customer by making the meeting scheduling process convenient. It also supports salespeople in creating interest and desire thanks to the presentation module that allows them to discuss every item from the catalog with the client in real-time. Moreover, taking action during a video call on Meetsales is extremely easy. The products that the customer is interested in are being added to the cart and with a few clicks, they can pay for them. Basically, Meetsales improves the B2B sales process considerably, which helps you check every section of the AIDA list and achieve your goals in the long run.
We hope this short article will help you understand the AIDA principles better and, as a result, level up your team’s sales game. Meetsales can be a valuable addition to your stack, especially if you want to introduce a modern, digitized process in your organization. Video-based service allows you to take care of your clients’ well-being. You want to be present for them regardless of their location. With our sales command center, you have everything in one place. Many activities are automated, salespeople can focus on building genuine relationships with customers, and management gets insights into the department’s work, which helps them improve it even more.
Contact us and try our solution for free. Learn for yourself how easy it is to schedule video appointments, gain control over your leads, convert them into loyal clients, and make your B2B sales process as efficient as possible. Sell more and better with Meetsales!