Comfort Zones – A Sales and Decision Making Model

How do people make decisions?  A helpful way to consider how people progress through decision making is with decision making models.  A long time ago I learned about a model that works for marketing, sales and public relations.  I know the model as AKIDA, although it’s usually simplified as AIDA.

What is the AIDA model and the AKIDA model?

The AIDA model is comprised of

-         Awareness

-         Interest

-         Desire

-         Action

Here’s how it works. If a prospective customer isn’t aware you exist, he doesn’t buy your product obviously. If the prospect is aware you exist, he may develop interest in your product. A change in his needs and life circumstances may drive desire to purchase your product. And finally, a further life change, or a sales promotion you offer, may drive action to purchase your product.  Moving through these stages may take minutes, but it may take years.

The AKIDA model inserts knowledge after awareness.   This makes sense to me because without some knowledge of product features, benefits, and success stories it makes progression difficult. I suppose knowledge may be implicit with awareness, but I find it helpful to see it clearly called out.  It becomes obvious that part of our roles in sales, marketing, public relations and leadership is to drive awareness and knowledge that develops interest, desire and action.

An Example of AIDA (AKIDA)

Here's an example.  I’ve been an avid cyclist for years, and have a couple of nice bikes.  I’m generally aware of e-bikes, which are not terribly new, but are becoming much more popular these days.  I have awareness, but little knowledge about price, benefits, and I haven’t had discussion or thoughts about how they might fit my lifestyle or my transportation needs. I have awareness.  I have little to no knowledge.  I have no interest, desire or action to purchase. But it may be the case that an e-bike would be a great option for me now. So vendors need to be effective at driving messages to prospects like me to see us progress along the purchase decision.  

How To Expand Your Comfort Zone

I share this because I’m interested in how people make progress in expanding their comfort zones, which is in itself a decision. I’m interested in how you make such progress. Do you have awareness of what holds you back from making progress on goals and aspirations?  Do you have knowledge on options and alternatives that will set you on a path to making progress?  If you have awareness and knowledge how strong is your interest and desire to take action.

I spend a lot of time developing speakers both professionally and in Toastmasters. Toastmasters is a low-cost high value option to develop improved overall communication skills, public speaking skills, soft skills and leadership skills.  I’ve seen people join Toastmasters who say that they’ve known about Toastmasters for years but a life change drove them to take action.  Often there’s an urgent need to address a skills gap. Sometimes it’s a retirement speech, or a speech at a wedding, or a desire to play a role in their community.

The AKIDA model helps in planning how to reach prospects and offering solutions to their needs.