I have worked in the Wireless industry for 8 years.  Recently, someone asked me about the technique I use to sell wireless devices.  In my opinion, the best way to sell any product is through the AIDA technique.  AIDA is a sales acronym that stands for Attention, Interest, Desire and Action.   The first step is to attract the customer’s ATTENTION.  The best way to approach this first step is by highlighting a feature of the product.  I believe it is important to keep it simple when employing the first step.  Many inexperienced salespeople will “feature dump” to a customer, which can over complicate the sales process.  The second step is to create INTEREST by demonstrating advantages and benefits related to the product.  The third step is an opportunity for the sales rep show that he or she has been listening.  This phase of the process is called DESIRE and is where the sales rep matches product sales features to the needs of the customer.  The sales rep can use the third step to kind of test the water for the upcoming close.  The final step is ACTION where the sales rep asks for the business (closes the sale).  This step should be reached only when the rep has overcome all objections and completed the task of matching features and benefits based on that customer’s needs.

In the competitive landscape of the Wireless industry, it is easy for potential and existing customers to become confused with all of the different offers relating to rate plans, handsets, data solutions, etc.  When the salesperson utilizes the AIDA technique he/she gains control of the sales process and if presented effectively can migrate the customer closer to Y-E-S.

By Keith Sloan