“Put that coffee down. Coffee is for closers.” ~ Blake
In 1992, a movie came out titled Glengarry Glen Ross based on a play of the same name. It is a classic sales movie – more for the cast than the ethics for sure. You get to see Al Pacino, Alec Baldwin, Jack Lemmon, Kevin Spacey, Ed Harris, and Alan Arkin.
In one scene, Blake, played by a young Alec Baldwin, holds a meeting with the sales staff. In that meeting, he introduces to the team the AIDA method of prospecting. (If it weren’t so R rated, I would provide a youtube link to this scene.)
- Attention – “Do I have your attention?”
- Interest – “Are you interested? I know you are ‘cuz it is…”
- Decision – “Have you made your decision for Christ?”
- Action – “And action.”
You can trace the first iterations of this method all the way to the 1900’s. At the Massimo Group, we believe this method is outdated. So we’ve come up with our own version. Our version allows anyone in sales to secure more meetings through their prospecting.
AIDA the Massimo Way
- Attention – In Glengarry Glen Ross, they used manipulation and trickery to gain the attention of their prospect. You need to get the attention of your prospect by making the call (or letter or meeting) about them right away. Too many brokers call and drone on about me, me, me. I promise you that your prospect doesn’t care. They care about them. You need to make the call all about them. They are asking the question to themselves – “So what?” You need to be answering that question. Get there attention by asking great questions – about them. Demonstrate your insight and expertise in terms of them.
- Involvement – Here is where our AIDA starts to differ from the movie’s. You need to show your prospect how much better their business, situation, and/or lives will be with your involvement. In the attention stage, you learned what their situation was. Now you share with them how you can improve the situation through your involvement. And again, always in terms of them.
- Data – You are going to give them something for free. As we’ve been teaching this method to our clients, this is the one some brokers start to choke on. Times have changed. You want to give them something for free for at least three reasons.
- You want to demonstrate your value up front.
- Giving them something of value initiates the beginning of the relationship you want to build with them.
- It uses the mental trigger of reciprocity.
- Action – I’m going to try not to preach here. Most brokers or salespeople are terrible at this. You must ask for the business. I’ve seen so many go in and give a great proposal presentation. It is customized to the client. It addresses their needs. Then they walk out and hope to get a call. You have to give the prospect a clear call to action. Are you sending a letter? The next action step is a phone call. Are you on the phone? Your call to action is to ask for the meeting. Are you in the meeting? Then ask for the business. It isn’t rude. It is crucial.
So now it is time for you to consider your own prospecting. Do you gain the attention of your prospect by making it all about them? Do you help them consider how much better their situation would be with your involvement? Are you giving them something of value – up front – for free? Are you asking for the business? If not, you have a great opportunity for some improvement.
So here is my call to action. If you found this information valuable, would you consider tweeting this post to your followers? All you need to do is click on the box above this paragraph. I would be grateful.
You can also download the AIDA the Massimo Way PDF by clicking the button below.
And I do have a question. I’m working on a post that describes different ways to give ‘data’ for free – up front. What are some ways that you do this? I’d love to hear your suggestions in the comments section.