Aida Process and Aristotle's Four Persuasive Techniques

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Jonathan Russell
MGMT 3215
03/18/13
1. The AIDA process is a sales process which stands for attention, interest, desire, and action. Getting a customer’s attention is the first step because without their attention, how can you even persuade them? It is important to get their attention right away so they will want to listen to what you have to say. The next step is keeping them interested in what you are saying. This can be accomplished by listening to the customer, or by demonstrating a product or service to them. Once you have them interested, next you want to give them a desire for what you are selling. There are a few ways you can do this. You can tell them that what you are selling has been approved by other customers, and also show them how your product or service can solve their problems. After you’ve achieved each of these steps, the last step to be taken is action. At this point, the customer has agreed to buy what you are selling; however, the process is not over. It is important to use proper closing techniques with the customer. Also, if the service being provided is long-term, it’s important to know things like when and where to meet with the customer. If you remember each of these steps when making a sale, you should have no problem being successful. 2. Aristotle divided persuasive communication into four categories: ethos, pathos, logos, and mythos. Ethos refers to a person’s credibility. It is easier to convince someone what you’re saying if they respect you. Pathos is using communication to appeal to someone’s emotions. If used effectively, choice of words and even the tone of your voice, can appeal to an audience’s emotions, and help you in persuading them. To persuade someone by using logical reasoning is logos. Logos is the most important method used in persuasion. Facts can especially be helpful in enhancing your argument to persuade someone because your audience can’t deny the facts even if they don’t like your argument. Mythos is...
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