Attention Interest Desire Action

The Components of Persuasion:

Attention

Seize the prospect’s attention open with an attention grabber, something powerfully relevant or meaningful to the prospect’s business or person:

A piece of news that will wake them up
An event that will inspire them to sit up and take notice
An announcement that will cause their ears to “prick up”
A fact that will drive or arouse their curiosity
A result that will surprise them

Interest

People are more interested in what they have to say than what you have to say. They are more interested in their needs than yours. If you can help them meet their unique needs or solve their problems, then they want to hear about it:

As a rule, prospects are interested in anything which will make their lives easier or their efforts / business more effective and productive.
Prospects are interested in anything that gives them an edge or helps them earn more money / generate additional revenue.
Ask questions that elicit their needs, that uncover their interests or reveal what they are focused on achieving or solving.
Remember your needs analysis questions or develop new ones.

Desire

Be sure to let your prospects know that your solution will get them what they want, that it will:

Meet their needs
Solve their problems
Resolve their issues
Strengthen their position
Assist them in being more effective
Help them compete with other organizations within their industry
Let your prospects know who else owns your solution (from trendsetters and leaders, to up-and-comers and innovators).
Express the scarce nature of what you have to offer and the urgent need to acquire it before it is gone.

Action

Close the deal! Ask your prospects to move forward, to take action again and again if necessary.
In lieu of being able to motivate the prospect to take action on the first call, attempt to secure some form of obligation or commitment to green light a follow up conversation.

Lawrence Rosenberg