Salesperson eloquence skills training

Chapter 25 AIDA Theory on Product Introduction
"Eloquence Book"

At an exhibition, many people were attracted by a shining halo, and they all traced the source of the halo.It turned out to be a front-of-the-booth salesman playing with an extra-large colorful twirler.I saw a beautiful promotional card erected on the counter, which read: "Anti-aging wine... dedicated to friends who have knowledge of nutrition."

Seeing so many customers gathered around, the salesman immediately promoted the efficacy and function of this anti-aging wine. He said: "This wine is the best gift for middle-aged and elderly people. It can prolong life and be good for health." His words Many customers feel that it is very suitable for them to buy this kind of wine as a gift for their parents, relatives, friends, leaders, etc., thus stimulating their desire to buy.This attractive strategy and careful design of the salesperson has achieved great success.

The success of this salesman is that he used the AIDA sales model to attract the attention of customers, induce customers' interest in the product, and stimulate their desire to buy.Customers who buy the wine not only get the satisfaction of use value, but also feel that they are "consumers with nutritional knowledge", thus obtaining psychological satisfaction.

The AIDA sales model, also known as the "Aida" formula, is an important formula in western marketing and has been widely used in the sales field. The four letters in AIDA represent attention, interest, desire and action respectively. They are the logical process for customers to make purchasing decisions.A successful salesman must first attract or divert the customer's attention to the product, make the customer interested in the product the salesman is promoting, thereby generating a desire to buy, and then prompting him to act, purchase the product, and conclude a deal.

(1) Get the attention of potential customers
The first word in the model is "Attention".When a salesperson is facing a customer for sales promotion, he must first attract the customer's attention, break his dominant position, and let him focus on every word you say and every action you make.

Now that everyone is busy and your visits are often referred to as distractions from outside work, how do you keep your clients' attention?You can use the following methods:
Keeping eye contact with customers and watching customers speak is not only a kind of politeness, but also the secret of successful sales, so that customers can see your sincerity from your eyes.As long as the customer pays attention to your eyes, he will focus on you.

Ask your customer a question or idea No matter what you sell, you need to craft a question or a statement to grab the potential customer's attention. Your question or idea is meant to show that your product or service can be good. Adapt to the special needs or needs of customers.

(2) arouse the interest of customers
The second word in the model is "Interest".If customers can listen to your product introduction with full "interest", it undoubtedly means that customers agree with your products or services to a certain extent, and your sales will take a step towards success.

Everyone is curious, and customers will have a strong interest in learning about new products and services, but just being interested is not enough. Your introduction and demonstration must also be combined with the needs of customers, so as to arouse his interest in the product. agree.

Arousing the customer's interest belongs to the second stage of sales promotion. It is interdependent with the first stage. Only when the customer's attention is concentrated can the customer's interest be aroused, and when the customer is interested, his attention will become more and more intense. The more concentrated.

(3) Stimulate customers' desire to buy
The third word in the model is "Desire".When the customer feels that the benefits obtained from purchasing the product are greater than the cost paid, he will have the desire to buy.Therefore, letting customers realize the positive effect of the product is the key to your successful sales.

In most cases, the reason why the product can stimulate the customer's desire to buy is:

Increase income or save money; have higher cost performance, more convenient; popular, fashionable, enviable; can improve the situation of customers in life or work.

In this process, what the salesperson should do is to find the matching point between the performance of the product and the purchase desire of the potential customer, and convince the customer that your product can satisfy him in these aspects.

(4) Prompting customers to take purchasing action

The last letter in the model stands for "Action".The ultimate goal of sales promotion is to make customers buy products. In this link, you have to let customers make a clear purchase decision, so that you have completed the entire sales process.

In the process of introducing products to customers, some salesmen may disrupt the order of these four steps, or ignore some of them, so that even if each part is correct, the order is out of order, and it will not play any role. effect.

Therefore, if you want to become a top sales expert, you should become an expert in these four aspects, practice and use more until you can play them freely.

Eloquence
The AIDA model is the basic model for sales, and if you're having trouble selling it's because you're not doing well in some part of it.

The display of products can arouse the interest of customers, and your explanation can keep customers interested.

The purchase decision is best made by the customer himself, and the salesman only needs to confirm that it is a wise choice to approve his decision.

The charm of the AIDA model lies in: attracting attention, inducing interest and stimulating the desire to buy.

(End of this chapter)