The sales funnel is a simple way to visualize your customers’ 4 step journey, from awareness to taking the action you desire: buying from you. The journey is shown as a funnel because fewer of your prospects remain as they move further down the funnel.
The important lesson from the funnel is that your sales prospects need different help from you at each stage to complete the journey and finally take action (make a purchase).
Do you know how to reach and appeal to prospects at each stage of your own sales funnel in today’s vastly changed journey?
Sales Funnel: the customer’s journey
Let’s take a journey with your potential customer to review
- The Four Classic Stages of the Funnel
- How to communicate with the customer at each stage, and
- What to communicate at each stage
Awareness
At the top of the funnel individuals realize they have a problem, so they start looking for solutions. The prospect has lots of questions, and wants to be informed, so they’re just looking for information. They might search “auto insurance” or “pet beds,” or “snoring.” You job is to attract their attention without trying to sell to them. Provide helpful ideas. Use SEO focusing on the keywords they search, retargeting (display ads), blog posts, guest blog posts, #hashtags, articles, videos, social media posts, infographics, video blogs, and the help of influencers.
Interest
Here consumers get serious: they’ve begun to understand their problem and do research. They’re starting to look at all their options. Your job is to show your expertise, and build a relationship. Your challenge is to keep your benefit message consistent and interesting. They don’t want promotional materials. Educate them about you can solve the problem with explainer videos, white papers, guides, targeted remarketing (email campaigns), free trials, and messages on hold when they call you.
Education can be the key: According to research by Conductor.com, “consumers are 131% more likely to buy from a brand immediately after they consume educational content.”
Desire
Now your prospect is almost ready, but hasn’t reached “the tipping point.” What can you do to help them? Give them proof that you’re the best choice, with testimonials, FAQ’s, case studies, and product comparisons.
Action
It’s the moment of truth. Your efforts have closed the sale.
But the goal isn’t just one sale, its continued use and satisfaction, repeat purchase, “raving fans,” and 5-star reviews. How do you do it? Follow up, great customer service, success tips, new ways to use the product/service, follow-up email campaigns. Done right, you’ll move the customer back to “Desire” for a repeat sale.
