Do You AIDAR?
“Once FEI has achieved interest with the right buyers, it’s time for the rubber to meet the road,” Lucy added. “Creating desire is the next step. This involves communicating the benefits of FEI’s products and services to key business influencers. Customers and business influencers want to know: ‘What’s in it for me?’ They want to know that our Fire products and services help solve their specific business problems.”
“What’s the next step?” Numo asked.
“Action!” Lucy cried like a movie director. “Here’s the fun part—in which we get the buyers’ signature. The shortest path to a completed sale involves removing fear from the potential buyer. In the fire business, buyers live in constant fear of production delays due to getting ‘burned’ by an absent runner. If we can credibly claim FEI as the safe choice—which we can—then we’ll remove this fear and win the business.”
“In the action stage, our targeted marketing efforts will be squarely focused on removing fear and any other potential sales objections from the prospect’s mind,” Lucy continued. “Case studies, testimonials and guarantees will support our selling efforts. We can’t wait for quoting opportunities to convert themselves into orders. We must develop a combined sales and marketing strategy that moves prospects toward buying decisions.”
“What’s the R stand for again?” Org asked.
“Reorder,” Lucy said. “The fifth and final stage of the buying cycle focuses on developing customer loyalty. We must attend to current customers in order to keep them satisfied; so many businesses overlook this simple principle. After all, the cost of selling to a repeat customer is much lower than selling to a new customer.”
“What now?” Zoot asked. “Is it time to make four hundred different brands of torches yet?”
“Marka and I will figure out the next step. Let’s meet back in three days,” Lucy suggested.