How to Sell Six Sigma?

As the saying goes, "Nothing happens until someone sells something," and the same holds true when launching a Six Sigma program, argues improvement strategy expert Jeff Cole. He recommends a sales formula defined by the acronym "AIDA": Awareness, Interest, Desire, Action. In his view, if you want somebody to buy your product, first make them aware of it, get them interested, and make them desire it to the point that they take the action of purchasing it. This column describes how to make that formula work for you on quality campaigns. Do you agree with Cole's approach?

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