Appleton Associates Ltd blog
'A I D A' in New York
I was working in New York last week, as my wife was with me we decided to do some shopping over the weekend, We visited a number of shops (Surprise surprise) but two in particular got me thinking about one of the oldest sales acronyms in existence AIDA. (E.K. Strong 1925)
You may be wondering how I got thinking about this whilst shopping well heres why:
As we walked into a shop called SAVON in Soho, we were intrigued by the sight of a very large basin in the middle of the shop. The girl working there could see we had not visited before and began to explain that we could try any product out on display and then wash our hands to feel the effect. She made it sound such fun it was impossible to refuse. We were left alone to try out as many of the products as we wished and before too long we were more worried about exceeding our baggage allowance than any price tags, in fact price had not even been mentioned. She simply noticed us paying attention to the basin as I entered her shop, she got our attention by the way she invited us to have some fun and try out some products to see how good they were, and she certainly created a desire for us to purchase some goods. We left thoroughly delighted by the experience.
A short while later we walked into a hand bag shop as we walked through the door we were told everything was reduced by 70% today, this cast some huge doubts over the quality of the goods on sale. The girl who worked there began to select a number of items that she thought my wife would like, and told us once again they were reduced by 70%, she then walked to stand in front of the door implying we were not leaving unless we bought something. I cannot begin to explain the look on my wifes face. She would not have left with a bag if she had been paid to take one! We left rather quickly rejecting the offer to take one of the girls business cards as we were both certain we would not need it.
As we left I smiled to myself and realised the power of the two experiences, I think it proves that no matter how sophisticated we try to make our sales processes, there are two key lessons here:
1. Never forget tried and tested basics that are applicable to your sales process
2. If you create sufficient desire price is rarely an objection!
Oh - in case you were wondering my hands are very soft as I am typing this blog! Labels: Sales Process
posted by Appleton Associates Ltd at
Thursday, 28 February 2008
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