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Do you have any A.I.D.A?

EFFECTIVE PROSPECTING TIP #3: Have a prospecting model to follow.

With prospecting it is all about getting the attention of the right person long enough to have a conversation.  This is of course an almost impossible task in today’s super noisy and competitive world.  So, if you want to have an edge over the typical product pitches make sure you have an effective prospecting model/methodology that helps you differentiate yourself and quickly connect with your audience. 

Today I want to share with you one of the most effective models you can leverage in reaching and engaging new prospects for your business.   This model is not new. In fact it predates the dotcom, the PC and the whole digital age.  The model now mostly known by the acronym A.I.D.A. first was built by an advertising and sales pioneer E. St. Elmo Lewis back in 1898.  This model is as valid today as it was over 100 years ago, and it works remarkably well when it comes to cold reach to the decision makers.  

As I covered in my last emails the purpose of a prospecting touch is not to sell anything, but to just gain a chance for a conversation with your target audience.  What the AIDA principal says is that in order for a seller to be successful at this task, he/she must follow this simple 4 step process:

Attention: Gaining the attention of your target audience is the first step in communicating your message.  Without having someone’s attention whatever you deliver to them falls on deaf ears because they are not paying attention to you.   So, in your prospecting efforts the first thing you need to do is to gain the attention.  But trust me, your name, your fancy title or company name does not impress most people because they DON’T CARE!  They care about what you can do for them.  Take a look at your first touch message and be honest about its ability to gain the attention of your target audience.

Interest:  Once you got someone’s attention the next thing is to say something of interest to them.  What makes someone be interested in what you have to say? How are you going to make their life easier? How ae you going to make or save them more money?

Desire:  Only after you have gained the attention and interest of your audience only then they will have the desire to listen to what you have to say.

Action: Once they have the desire to engage with you then they will be willing to take some kind of action to move forward. Action may be accepting your appointment, referring you to someone in the company, seeing a demo or maybe even buying from you. But you cannot expect an action from your audience until you have succeeded in the first three steps in the model.

As I mentioned before, AIDA is the guiding principal in our leading executive prospecting program The Winning Formula, with GUARANTEED SUCCESS RATE! We have helped companies across dozens of markets to achieve success rate of 25%+ in their cold reach campaigns within days. Avoid struggling the whole year to meet your sales targets when you don’t have enough pipeline to cover your revenue target. Let’s have a conversation on how we could help you double or triple your sales pipeline in weeks.


Do you want to avoid a year of uphill battle in filling your sales pipeline and struggle to close every deal in your thin pipeline? Contact us NOW for a 30-minute conversation with real impact on your business.


About the author:

Mark Ghaderi is an author, sales coach, mentor, entrepreneur and social selling evangelist with twenty five years of driving business results across the globe.

Vital Strategies Pte Ltd. Provides Revenue Growth Services to companies across the APAC region, helping organizations to grow their top line through digital transformation and improving sales execution.

contact us at: sales@vital-strategies.com

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