Every business owner should have a proven system that converts leads into loyal buyers. A healthy sales funnel delivers three critical things: enough leads, quality leads, and consistent leads. Plus, it takes care of the hard work so you can focus on what you do best. Let me explain…
Are you familiar with “funnels” and “pipelines”? They are often used interchangeably, but there is a difference between the two.
A “funnel” refers to an automated digital marketing funnel that brings leads into your business and converts them over time.
A “pipeline” focuses on the actions you take to move prospects through their customer journey in order to make a purchase.
The same branding, messaging, and BrandScript material can be used to create both processes. I highly recommend you take both approaches in your business!
But let’s be honest. The pipeline approach definitely requires more of your time because it’s so hands-on. It might be something you save for high-ticket offerings or higher-end products.
That’s how I grew up. But for the past 10 years, I’ve studied the other side – the funnel side. I found it’s a great way to bring ideal clients into your circle with minimum hassle and inconvenience. And I want to talk to you more about how to do that today!
How Do Prospects Move Through the Sales Funnel?
Like a pipeline, the sales funnel has five key steps that lead to buyer conversion. Those five steps are: lead contact, opt-in, nurture sequence, sales email (CTA), and convert.
- Prospecting | Lead Contact
If you’re in the pipeline mode, you’re actively prospecting at this step.
In the funnel mode, prospects who enter the top are just starting to become aware of their problem and your solution.
- Contact Call | Opt-In
The next level down in the pipeline, we’re looking at reaching out and making the first contact point.
In your funnel, we call this “opt-ins” because they make their first exchange with us in this step. In exchange for something of value, they give us their email address. And we get the wonderful value of actually being able to start a relationship with them.
- Sales Call | Nurture Sequence
During your sales call, you have the opportunity to understand your prospect’s problems and present a solution.
It’s the same scenario in your funnel. But instead of getting on a call, you send them an email sequence. This series of automated emails is designed to help them understand their problem better and how your unique solution will guide them to success.
- Proposal | Sales Email
If you’re in a pipeline scenario, you send a proposal that’s designed to convince them why they should work with you or buy from you.
In your funnel, you actually ask them for the sale. To do this, you include a separate email with a different structure and tone. Your goal is to help them understand what’s at stake if they don’t work with you.
- Close | Convert.
This last step is where you’re closing the deal.
In your funnel, your prospect now has enough information about your solution to make an informed decision.
Why Is Every Step in the Sales Funnel Critical?
Sales is the base level of the business hierarchy of needs. It’s like the air you breathe. Your business has to have it!
Your sales funnel exists to drive conversions. Every step your customer moves through in their journey with you leads them closer to becoming a loyal buyer.
So, you want to have a lot of people who may be a good fit for your business enter at the top of the funnel. Some will die out as they move farther down. But eventually, you will make that conversion.
This is where you will start to get measurable metrics that will help you understand your business better. Then, you can optimize your sales funnel and increase your sales!
How Can You Optimize Your Sales Funnel?
A healthy sales funnel delivers enough leads, qualified leads, and consistent leads.
To achieve this, you need to continuously refine each step of your sales funnel. Your goal is to directly align each step with the problem your customer is facing and the solution that is going to give them the transformation they desire.
If you’re really dialed in, it will take less time and money to drive those conversions. You will start moving up the ladder in the business hierarchy of needs. And instead of chasing leads, you will start growing, expanding, and moving on to bigger and better things.
Imagine having that peace of mind that every single piece of your funnel, and your business, is healthy!
How Does Every Step Work Together?
Now, I want to show you why it’s critical that each piece of your marketing funnel is working properly in your business.
Let’s say you have quality leads entering the top of your funnel. Your efficiency is in place until it hits the prospect | sales email stage.
You’ve done a great job of engaging your client throughout their journey with you. But now, your client doesn’t know exactly what you have to offer or what it takes to get it.
At StoryBuilt, we like to call this part of the sales funnel the ‘Grunt Test’. In 10 seconds or less, and with as few calories burned in their brain as possible, your prospects should understand what problem you solve, the solution you use to solve it, and how they can get it.
How they can get your product or service is called the ‘call to action’. And as you can see, this element is missing from this unhealthy pipeline. Don’t over complicate it. I have a no fluff, all meat Ultimate Marketing Checklist + 7 Day Video Series you can use to start creating the elements needed.
If you miss any of the steps in your sales funnel, you are not going to get the conversion or the sale in the end.
But imagine having a healthy sales funnel in your business. It’s working, and you see conversions happening over and over again – without lifting a finger!
How Does a Sales Funnel Work After I Create It?
Your sales funnel is automated. So you won’t see your customer’s journey happen just once!
While you’re actively prospecting, your funnel is working for you behind the scenes. It creates all these things at different times with different prospects as they move through their individual journeys with your business.
And the good news is, you only have to get it right and put it to work one time. If you do that, this thing is working for you in the background all the time!
Plus, you can always refine your sales funnel. More and more opportunities to create efficiencies will emerge along the way.
But many business owners don’t experience automated leads. They research and outline their sales funnels, but then never finish creating it.
I understand that marketing strategies like this one can be daunting – especially when you don’t have the time to figure it all out on your own.
That’s why I created the StoryBuilt Marketing Funnel Bootcamp. I want to help business owners like you create a cohesive customer experience through their sales funnel collateral!
We’re doing this as a team, so you will have the support you need to create engaging material for each step of your sales funnel. Plus, you’ll get all the tips and tricks we’ve accumulated from doing this with our customers every day.
We will make sure you have everything to implement your effective sales funnel, so all you have to do is launch it!
If you are ready to take that next step in your business, join or get on the waitlist for The StoryBuilt Marketing Funnel Bootcamp
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P.S. Are you ready to master a profitable sales funnel in your business?
Click to learn more about how the StoryBuilt Marketing Funnel Bootcamp will help you attract more qualified leads, save countless hours, and exceed your business goals!
If we are not currently running the bootcamp but you want to get started check out my Work With Me Page to take action now.
