A sales funnel is the path you design as a business owner to guide people from prospect to buyer. Think of it like your “yellow brick road” that brings Dorothy and crew (your prospects) from Munchkin Land to Oz. The strategy of your yellow brick road is what makes all the difference when it comes to success. Don’t skimp here, peeps. It’s how you set the stage for growth and expansion or not (and who wants to be stuck wearing ruby red slippers without any way to use them).
The idea behind a well-designed, strategic sales funnel is that it captures the attention of your ideal target audience and invites them to follow you down YOUR yellow brick road. And a verbal invite just isn’t gonna do the trick. And while sales funnel components can vary, they often begin with a free gift, or optin, that your target market really wants and, more importantly, NEEDS because it addresses a burning issue, challenge, or struggle they have. So, from their perspective, it needs to be an offer that solves something for them. After all, they’re giving you space in their inbox and I don’t know how you feel about your inbox lately, but I’ve become increasingly protective of mine! So offer them something freaking amazing!
You can choose exactly what your opt-in will be from a long (almost indefinite) list of options. (I’ll even cover that in a future blog post, so stay tuned!). And from a business owner’s perspective (I hope I’ve perked your ears up because this is the part that really, really matters—trust me!)…it needs to be something that relates to whatever your core offer is. After all, we are starting them on a path in the hopes that they continue all the way through to your core offer. If your opt-in gift does not directly relate to that, you’ll have a confused follower on your hands (and a confused mind = “no” for just about anything). It also presents a disjointed representation of your services. When your opt-in relates to what’s coming later, you’re off to a great start and each leg of the trip, you’ll be offering them something more valuable to meet their need, keep them interested, and remind them that you “get them” as you continue to nurture their loyalty and they continue to stay in your sales funnel. On your end, you continue to make it your business to stay informed on their need (it may change and evolve) and you continue to offer value in terms of your content (like blogs; tips and strategies; trip wires; low-priced offers; and your core offer.)
Trip wire?! What’s that? Many of you may already know and have one but for those who haven’t heard this term as it relates to sales, I’ll give a quick
A trip wire is a low priced product that meets your ideal clients’ needs with great value and content while priced at the proverbial “no-brainer” price point. Now, this may mean $7 or $27 or something altogether different depending on your market. But it needs to be something that they don’t hesitate to spend money on because they know you’ll deliver value and it’s not some arbitrary product but, rather, a resource that will help them with their burning issue, challenge or struggle.
When your prospect or (hopefully now) email subscriber purchases your trip wire offer, they are that much further along the path, invested in you as a solution and willing to see where you’ll take them next. The fact that they have now purchased from you makes a psychological difference in their mind of their connection to you. Your relationship has now FUNDAMENTALLY changed (for the better!). For you, as a business owner, you need to look at this new relationship as the prospect, or even email subscriber, has now become a paying client. How much they paid is not the real issue at this point. It’s about the fact that they have paid and how that changes the business relationship. These people are more
likely to continue through the sales funnel path and follow you to your core offer.
More on tripwires in upcoming blog posts.
Why DO you need a sales funnel in your business?
Without the path of a sales funnel, prospects may just haphazardly find their way to your lower-priced offer and eventually even your core offer but it’s about as likely as a house falling on a witch (are you tired of this yet? It’s one of my favorite movies). But seriously, why take chances? Why hope for haphazard when you can have sure-fire? If you want to be empowered to grow and expand your business by controlling the process by which you attract, nurture, and sell to your ideal target market, implement the sure-fire process of a strategic sales funnel.
So, take a look at your existing sales funnel or begin crafting one to bring your prospects happily down the road from Point A to Oz. For another perspective on How to Properly Set Up a Sales Funnel see my post on How to Properly Set Up a Sales Funnel … (did you see what I did there?).
C’mon, I want to hear it. What is holding you back from creating a sales funnel? The technology? The lack of offering? If you have a sales funnel in place, what’s the one piece of advice you can offer to those starting out? Thanks for sharing!