Getting the message right by addressing the buyer’s cognitive sequence Structuring your sales message is important, particularly as social media become more prevalent. Too often the way people deliver their message ignores the thought process of prospects as they take their emotional journey towards making a decision to buy.

1. Consilium
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How
Customers
Think

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Consilium
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How customers think
Getting the message right
by addressing the buyer’s cognitive sequence

3. Consilium
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Question
►How do people decide to buy?
►Clue: it’s not driven by your need to sell.
►It’s driven by the buyer’s thought process.
►Hang on … how do they think?
►For most people it goes like this:
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4. Consilium
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The buyer’s cognitive sequence
Awareness
Interest
Desire
Action This can be as simple as suggesting a follow-up meeting or emailing an
invitation to a seminar or to meet your colleagues.
Once your prospect is paying attention, prove you are interesting.
What’s new that is likely to affect the person you are addressing?
What’s the most interesting situation you’ve handled?
So you’ve proven that you are interesting, now you have to offer them
something they will desire ... but don’t give the whole game away.
The first step: attract the attention of the other person.
A strong opening phrase or statement is ideal.

5. Consilium
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Here’s a great example which fell out
of a newspaper colour supplement:

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© Consilium Consultancy Ltd

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Acronyms proliferate!
There have been several developments since AIDA first came about –
nobody knows for certain who first coined the acronym.
AIDCAS
► Awareness
► Interest
► Desire
► Confidence
► Action
► Satisfaction
Or try CAB
► Cognition
● Awareness or learning
► Affect
● Feeling, interest or desire
► Behaviour
● Action

12. Consilium
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Whichever acronym you favour,
we like to deliver this to our clients;
we think it’s important,
the chances are you do too:

13. Consilium
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Our goal
13
Awareness
Interest
Desire
Action
Satisfaction
This can be as simple as suggesting a follow-up meeting or emailing an
invitation to a seminar or to meet your colleagues.
Once your prospect is paying attention, prove you are interesting.
What’s the most interesting situation you’ve handled?
What’s new that is likely to affect the person you are addressing?
So you’ve proven that you are interesting, now you have to offer them
something they will desire ... but don’t give the whole game away.
The first step: attract the attention of the other person.
A strong opening phrase or statement is ideal.
If you want to sell to the buyer again, be sure that your customer is satisfied.
If you can, deliver more than they expect, but don’t go overboard.
Do this well and your customers will become advocates.

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Consilium
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Do you think along these lines?
Click here, see if we can make it work for you.