Basic Selling Skills
This article is based on the free eBook "Basic Selling Skills"

Whether in advertising, marketing or sales, the AIDA model is an oldie but a goodie. It is the basis of every successful ad or sales closure. The simple formula is: Get Attention, hold Interest, arouse Desire, and then obtain Action. Let us take a look at each individual step from a sales perspective.


Getting the attention of your target customer is the first step. It sets the tone and gets relationships going. As the saying goes, you only get one chance to make a first impression, so be sure that you are representing yourself, your product or service, and your organization in the best possible light. What does this imply? First, behave in a natural, pleasant, and professional manner. Second, be sure that you have thought about what the best time to reach your customers will be and choose a unique approach with a focus on benefits for your prospect.


Once you’ve gotten the prospect’s attention, you can’t hold it unless you generate some interest. You usually have about 15 seconds to create that interest in your customer. Something will appear interesting to your customer if, for example, you are approaching the person who has a need for your product or service, and if you are able to empathize with and understand the prospect’s situation.


Once you have the prospect’s interest, you need to be able to grow that interest into desire for your product or service. This requires further development of your rapport and conversations with the prospect. This is the perfect time to learn more about what the prospect’s needs are and how you can help them, plus it’s the chance for you to show that you are the right choice for the product or service they need. In this phase, among others, you should:

  • Identify and agree upon the prospects such as situation, needs, priorities and constraints.
  • Demonstrate your integrity, your knowledge and your abilities.
  • Be sure that you understand your own product or service inside and out. You want to be able to answer any questions that the prospect has.


If you have completed the first three stages thoroughly and well, this final stage of action should flow forward easily. It now only remains for you to get the customer to take the next step which will commit him to your services.

If there is some hesitancy, there may be some objections that you haven’t addressed yet, or some concerns that need to be discussed. Use your questioning skills to discover what information your customer may still need in order to commit. And remember: Customer service shouldn’t end with the sale.

If you are interested in other sales aspects, read “Basic Selling Skills” by MTD Training.

Download our eBook about Basic Selling Skills free of charge