If you own a business and are trying to attract leads and sales online, you’re probably familiar with funnels. Funnels come with a big promise to take your business to the next level by automating your marketing and sales. There’s no shortage of marketing and funnel experts promoting specific funnel systems, templates and scripts that have all worked for someone else, but will they work for you?
With so much hype and big promises, it’s easy to feel overwhelmed and confused as you try to find a funnel that fits your business. If you’re like many coaches and consultants, you’ve likely tried to leverage the power of a funnel in your business, but maybe it didn’t feel right, didn’t seem to fit your business or your voice and it didn’t work.
But funnels DO work...and they can work for your business.
To show you how, we need to take a step back and look at the core of what we’re trying to accomplish with our funnels.
The Truth About Funnels
Funnels are a powerful tool that we can use to market and sell our products and services. They’re not magical, they’re just the way we’re strategically communicating with our ideal clients. If what you’re communicating isn’t on target, it doesn’t matter which funnel you use to do it.
Remember that successful marketing is about putting the right message in front of the right person at the right time.
You’re thoughtfully crafting a conversation with your ideal client. Whether that conversation happens in a store, in an elevator, over lunch or coffee, through an online funnel, or in some weird exchange of carrier pigeons, at each step along the path toward the sale, your messaging needs to fit.
The Customer Conversation
From start to finish, there are six phases in a typical sales conversation. Each phase has a specific goal, moving the prospect along the sales path while cultivating our relationship with them. When our ideal prospect doesn’t take the next step along our sales path, it’s likely that we’ve misstepped in the conversation. Maybe we’ve “rushed the relationship” by asking for too much too soon, or we didn’t build enough rapport or trust. We didn’t educate, or we didn’t show enough evidence or proof that we can help them achieve the result they’re looking for.
Before you worry about which funnel you’ll use to attract leads and sales for your business, take the time to map out these six phases of your customer conversation to make sure your messaging makes sense.
1. Kickoff
Just like you would do in real life, you need to kick off a conversation with your ideal prospect. The goal of this phase is to break through the digital noise and grab the attention of our prospects with a message that is relevant and compelling.
How you start this conversation depends on where your prospective buyer is starting from. What is your ideal prospect already looking for? Do they know who you are and what you do, or are they a complete stranger? What messages have they heard before and might be starting to tune out?
Short attention spans and increased skepticism have changed how we start these conversations online. Whether you’re using an advertisement, social media post, email or some other communication channel, we want your ideal prospect to think, “Oh, this is different”, “This is what I’m looking for”, “This is what I need” or “What’s this? I want to know more”.
Think about how you start your conversation with your ideal client. What are you assuming your ideal prospect already knows, is familiar with, or has tried before in order for your initial message to resonate?
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