Selling - We're Going Back to AIDA And You Should Be Scared

Posted by Dave Kurlan on Fri, Oct 25, 2013 @ 08:10 AM

back in timeAs wonderful as all the hype is about inbound, lead gen, and the new way to sell to these leads, one important fact is being ignored.

While the tools have changed, information is available in the blink of a click, and leads are in huge supply, people, at their core, have not changed the way they buy.

Sure, they may be meeting with or speaking with salespeople later in their buying process.  Sure, they may take longer to make decisions.  Sure, they may be more diligent about spending their money.  But the one thing that has not changed is that they still have some motivation - some compelling reason - to spend their money and spend it with you instead of someone else.

The rush to embrace inbound marketing comes with a false sense of security and a poorly grounded belief that the sale is somehow easier, faster and more demo-centric today.  

FALSE.  

Easier, faster and demo-centric leads to slower, price-driven and more difficult closing.  Closing percentages are DOWN! 

Remember, the motivation or compelling reason to buy has not disappeared.  It's just that suddenly, too many marketing experts and writers, lured by the sexiness of inbound marketing, are simply skipping over what they were never responsible for in the first place.

When we ignore motivation, we turn back the clocks by about 50 years, and return to the purely transactional sale.  The acronym was AIDA - Attention, Interest, Desire, Action.  That's where the inbound marketing folks are taking it and it's not a good thing.

If you have a more expensive product or service than your competition - you're screwed with AIDA.

If you sell something that's an awful lot of money - period - you're screwed with AIDA.

If you have a new company, a new brand, a new product or a new technology - you're screwed with AIDA.

If you aren't the market leader, brand leader, or price leader - you're screwed with AIDA.  You can get away with a transactional sale if you have the cheapest price or you are the logical choice.  Anyone else?  Oh-oh...

Embrace inbound.  Embrace the leads.  Embrace the tools.  But don't be tempted to take the shortcuts that are a death sentence to winning business.  The good news is that there is an abundance of leads.  It quickly becomes bad news if you follow them up traditionally and allow your salespeople to sell them transactionally.

Getting found is the new way of identifying new business opportunities.  A consultative, buyer-focused selling approach is the right way to leverage their compelling reasons to spend their money with you.

Topics: Dave Kurlan, Consultative Selling, Inbound Marketing, sales leads, sales follow up

Subscribe via Email

View All 1,700 Articles

About Dave

Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog earned a medal for the Top Sales & Marketing Blog award for six consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave.

Email Dave

View Dave Kurlan's LinkedIn profile View Dave Kurlan's profile

Subscribe 

Receive new articles via email
Subscribe
 to the Blog on your Kindle 

 

 

Most Recent Articles

Awards

Vendor Neutral Certified 100 SalesTech Vendor Objective Management Group

Sales & Marketing Hall of Fame Inductee

MVP2018_badge_winner_SPC

Leaading Sales Consultants 2018

Top Sales Awards 2018 - Individual Blog -  Silver

Top Sales Awards 2018 - Article/Post -  Silver


Top Sales Awards 2018 - Assessment Tool -  Gold

 2016 Top Sales & Marketing Individual Blog - Bronze

Top Sales & Marketing Awards 2015 -  Bronze - Thought Leader

2016 Top Sales & Marketing Podcast - Gold

2016 Top Sales & Marketing Webinar - Gold

Top Sales & Marketing Awards 2015 - Bronze - eBook/White Paper

Top 50 Sales & Marketing Blog 2019

Dave Kurlan Top 50 Sales Influencer 2015

Sales Pro Insider Blog

Top 50 most innovative sales bloggers

Top100Strategic

Top100SalesInfluencersOnTwitter



Hubspot Top 25 Blogs

 

Free Tools

Sales Process Grader

Sales Candidate Assessment Free Trial

Sales Ghost Calculator

Sales Force Grader

Sales Hiring Mistake Calculator

FREE Recruiting Process Grader