Companies invest many dollars in office space, computers and support personnel for their sales force. Hours are spent making sure the rep understands all the features and benefits of the product. The investment of advertising causes interest and the sales force attacks! When they display a low closing ratio, closing techniques are thought to be the answer. According to Tim, closing is only ¼ of the sale! Tim teaches the AIDA sales formula.  

Attention – Successful salespeople begin by putting the customer at ease with a brief time of building rapport. Tim explains how to ask the questions necessary to relax both the salesperson and the customer.

Interest – Within moments of meeting and relaxing the customer, the salesperson gracefully determines the customer’s authority and ability to buy. Too many salespeople waste their time with the wrong person, or worse, with a customer who can’t and won’t pay. Tim reminds listeners that the commission on that is ZERO, by the way.

The salesperson then determines, through listening carefully to the answers to a strategic line of questions, exactly what the customer’s expectations of the product are. Salespeople are reminded to focus on the likes, dislikes, wants, needs and budget of the customer.

Desire – Tim teaches salespeople to sum up their entire presentation into one short customized phrase at this point, then prove their claim. He explains how to strategically use sales aids such as brochures, and how to demonstrate the product. Salespeople are reminded to sell only what the customer wants to buy, even though the salesperson may know volumes of information about the product. Throughout the presentation, the salesperson constantly seeks the ‘affirmation’ of the customer on the features and benefits the customer found important. Additionally, Tim teaches salespeople how to ‘read’ the customer and how to know when to close.

Action - The close! Salespeople are reminded of the importance of a three-step close. First they test the effectiveness of their presentation by asking if they have proved their claims about the product. Next, they ask the customer if this is the product for them. Finally, they ask the customer to buy the product. High pressure is never needed when all the steps are followed.

The entire process makes so much sense that seasoned salespeople feel a confidence they may not have had prior to following AIDA. Brand new salespeople feel confident, because they understand the ‘steps’ involved in selling their product.  Companies benefit because their product is successfully presented in a logical manner, eliminating the annoying tactic of “high pressure”.