Marketing is a very old tradition, as is sales. One can imagine salesmen haggling with customers in the marketplaces of ancient Babylon. Where there is trade, there is sales. In the early 20th century, one Frank Hutchinson Dukesmith wrote an article for Salesmanship Magazine that presented the first break-down of the buyer’s journey. He used the acronym AIDA: “attention, interest, desire, action.”
- Attention: A salesperson introduces a prospect to a product.
- Interest: As the prospect expresses interest, the salesman introduces specific details about the product.
- Desire: The salesman convinces the prospect that they really need and want the product.
- Action: The consumer makes a purchase decision. The salesman closes his deal.
A century later, the sales process has changed dramatically. The birth of the Internet has given people more purchasing options than ever before, and it has changed the way they look for the products they need. As traditional advertising loses effectiveness, marketers and salespeople have had to find new ways to bring in leads.