“For every sale you miss because you’re too enthusiastic, you will miss a hundred because you’re not enthusiastic enough.” – Zig Ziglar (Share on Twitter)
Having a great product or service is just the starting point. The real challenge? Guiding potential customers through a journey that takes them from first hearing about you to happily purchasing your product or service. This journey is your sales funnel, and it’s crucial to your business’s success.
Dollar Shave Club burst onto the scene with a compelling video that went viral, serving as the top of their sales funnel by creating awareness with humour and an irresistible offer. From there, customers who visited their site were greeted with a straightforward value proposition and an easy-to-navigate subscription process. Follow-up emails and special offers kept customers engaged, turning a simple purchase into a loyal subscription.
Your sales funnel should work similarly, gently guiding potential customers to the next step without feeling pressured. It’s about providing value at each stage, whether it’s informative content, an engaging video, or a timely offer that meets their needs at the right moment.
Action Step: Examine your current sales process. Is it a smooth journey that guides potential customers from awareness to decision? Or are there gaps where customers might get lost or disinterested? Identify one stage in your funnel that could use improvement and focus on enhancing it. Maybe it’s adding an informative blog post, a product comparison video, or a follow-up email sequence to re-engage prospects who haven’t purchased yet.
Remember, a successful sales funnel isn’t about pushing for the sale at every turn. It’s about understanding your customer’s journey and providing them with value every step of the way. This not only builds trust, but also creates a path of least resistance to the checkout.
Crafting a sales funnel that effectively guides potential customers to a purchase can significantly impact your business’s growth and customer satisfaction. To learn more about creating and optimizing a sales funnel, be sure to check out our book of the week: “Marketing Made Simple” by Donald Miller.