AIDA is the oldest sales acronym there is: Attention, Interest, Desire, Action. Larry runs prospects through it fast instead of stretching it over weeks of follow-up. Attention means you already got the meeting, so stop re-selling the room.
Interest means you show the one detail that proves you did your homework, not a slideshow. Desire means you point at the specific outcome they want and name it out loud. Action is the part most people flinch on, so Larry treats it as the whole point of showing up.
Larry’s phrase for it is collapsing the decision, meaning you do not let a good meeting drift into someone saying they will think it over. That collapse only works if you already did PQRST prep, so you are not guessing what they need.
The close itself borrows from SuperModel: sit still, keep the pen in hand, and ask for the yes directly. Larry’s line is that a sale not asked for is not a sale, just a nice conversation.
Skipping straight to Action without Attention, Interest, and Desire reads as pushy, so the order still matters. Run the acronym in the room, then stop talking and let them answer.
Details: Watch Larry break down the ask
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