Giving Effective Feedback Using the AID Model

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What is the Aid Model?

The aid feedback model is a tool which consists of a three-step method to help give feedback to create a positive change in behaviour. The acronym AID uses each letter to identify an action, explain the impact, and agree a solution.

A = Action.
I = Impact.
D= Do differently.



The first step is review / discuss the action. This can be what you have observed in person or another person has observed and reported back to you. When discussing it is vital you stick to facts and never opinions. Feedback should always be based on factual observation and never somebodies opinion. Focus one on action at a time, rather than multiple. It is far easier to discuss one thing rather than several which can lead to people feeling overwhelmed and / or demotivated.



The next step is to highlight the impact the action had. This can be either a positive or negative impact. Think about what impact their actions had on the team, the company or a client and what the consequences of this actions was. This can be a positive or negative consequence. Try and link it to goals, or how it has made a difference to the end result or process.


D-o differently

The last step is do. In the case of positive feedback, it could be do more of, or show others how to do it. In the case of negative feedback it could be stop doing or do differently. This last stage helps determine what actions need to be taken next to develop and improve. Agree the actions using SMART goals and discuss a time where you can set a meeting to review results.



Constructive Feedback examples

A – “You have been late 5 times by 10 minutes to our sales meetings”

I  – “Co-workers have been waiting each morning and wasting valuable time”

D – “In future be online 5 minutes before we start please”


Positive Feedback Examples

A – “I liked the way you asked for business at the end of your last sales call”

I – “It made clients specify a definite way forward”

D – “Can you please share your technique with the sales team?”


It’s important to always remember to introduce feedback in a way that shows you want to help that person develop and improve their behaviours, rather than chastise them. Done right – it will increase motivation and trust between you and your employees as they will feel you are positively observing and looking for ways they can better themselves to succeed as individuals.

If you are interested in Leadership Training or Communication Skills Training contact Sales Training International on +44 (0) 1704 889325 or email for more information.

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