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Home » Marketing » AIDAS theory of selling

AIDAS theory of selling

January 6, 2021 By Hitesh Bhasin Tagged With: Marketing

The AIDAS theory of selling is one of the widest known theories and is the basis for training materials across numerous organizations. AIDAS stands for Attention, Interest, Desire, Action, Satisfaction. The AIDAS theory simply states that a prospect goes through five different stages before finally responding satisfactorily to our product. thus he should be led comfortably through all five stages.

AIDAS theory of selling - 1

Table of Contents

  • 1) Attention
  • 2) Interest 
  • 3) Desire 
  • 4)Action
  • 5) Satisfaction 

1) Attention

Gaining attention is a skill and and just like any skill, gaining attention can be improved upon with practice. A common phrase applicable over here is “First impression is last impression”. The initial attempt of the sales person must be to put the customer completely at ease. Casual conversation is one of the best openers after which the sales person can gain customer attention by leading him onto the sale. to know more about gaining attention read my post on how to gain customer attention.

2) Interest 

Once you have gained attention, it is very important to maintain interest. Some sales people are very good in the opening but as the technicalities take over, they become uncomfortable while explaining the product. Whereas others who are strong in the product department might open bluntly but create interest in the second stage. Maintaining interest is a crucial part of the sales process and hence is included in the AIDAS theory. Read more on how to maintain customer interest.

3) Desire 

Have you seen the commercials wherein you just have to get out of your house and get the product? Perhaps a car, an ice cream or a house. The same has to be done by the sales person in personal selling. He has to create enough desire in the customers mind such that he immediately has to buy the product. Imagine an aquaguard sales man or a tupperware sales person. They highlight the product in such a manner that you might be thinking “Why didnt i buy this product before”. Thus kindling that desire becomes an integral part of the AIDAS selling theory. Read more on how to create desire for the product

4)Action

Although there may be desire for the product, the customer might not act on it. He might want to buy the product but he might NOT buy it. In such cases the customer needs to be induced. There are various ways to induce the customer such that he buys the product. It is important for the sales person to understand whether to directly induce the customer or whether to push subtle reminders that you are there for a sales call ;) . Both methods work, but you need to know your customer.

5) Satisfaction 

What would you do after the customer has given the order? Will you stand up, Point at him and shout “Fooled ya”. I dont think so. The customer has just parted with his money. Just like you part your money and expect good service, he expects the same too. So even after he has bought the product, you need to reassure the customer that he has made the right decision. The product is good for the customer and you only presented the product. It was his decision and he is right about it. These small cues post the sales process really give confidence to the customer and he then looks forward to your product rather than thinking whether or not he has made the right decision. Learn more about measuring customer satisfaction.

Video on AIDA Model and Other Models

Hope you liked the AIDAS theory. Get more satisfied by subscribing to our newsletter or our feeds and following us daily with new articles on marketing and sales. Trust me. I wont stand up and shout “Fooled ya” :)

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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Comments

  1. management notes says

    Thanks for providing wonderful note….

    Reply
  2. SUNNY says

    THATS TO GOOD ……………..

    Reply
  3. SUNNY says

    THANKS FOR PROVIDING SUCH A EASY NOTES………….

    Reply
  4. dhaniya says

    good.easy to understand

    Reply
  5. Amit says

    Fantabulous theory

    Reply
  6. chandrasiri says

    excellent theory

    Reply
  7. abdur rahaman says

    really an understandabe note.thanks a lot to the writter

    Reply
  8. purity says

    Simply the best notes I’ve read on personal selling,AIDAs. The writer’s sense of humour got me liking the article more. T was really interesting reading this. I’m studying for my marketing exam but I don’t think I’ll ever forget about the process above.

    Reply
  9. Lakshitha abeyasinghe says

    It’s really good, thanks

    Reply
  10. ali abdu says

    Hi Hitesh Bhasin
    a verry good article you have made
    thanks a lot

    Reply
  11. Taher says

    Not original. Taken from Linkedin. Original author is Anupam Mukherjee.

    Reply
    • Mukesh says

      Or maybe that is copied who knows.

      Reply
      • Hitesh Bhasin says

        Thanks Mukesh. @Taher – All articles on Marketing91 are ORIGINAL. Nothing we can do if people copy it and paste on other websites.

  12. Akshay says

    The explanation kept me reading. Great

    Reply
  13. Clipping Path House says

    Great post! I am actually getting ready to across this information. It’s very helpful for this blog. Also great with all of the valuable information you have keep up the good work you are doing well.

    Reply
  14. Poulami Santra says

    Thanks for the explanation & it was so easy to understand that one will never forget it…
    Good to go !!

    Reply

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