How Using A Sales Funnel Can Turn Your Visitors Into Buyers
A sales funnel is a word that describes the customer’s conversion process through the buying cycle. The customer’s unique buy process starts way before they end up in your sales funnel. However, if your sales funnel is set up correctly it will entice them and guide them through the conversion process. The thing is that funnels are unique in themselves and there are all different types. You can build or find a sales funnel quite easily. You may use product sales funnels, webinar sales funnels or anything in between. The question then becomes twofold. How do sales funnels work? How can you use a sales funnel to turn your visitors into buyers?’
Defining A Sales Funnel
A sales funnel is basically a process. It is a set of steps that lead consumers down the path of the buying process. This path has multiple steps which are unique to your specific buy process. Each step on the path further entices the prospect to purchase the product or service. However, the end of the journey isn’t the sale. A sales funnel typically starts with traffic and moves through the home page or landing page. The prospect is then guided through to the product or service page. This is where the pricing is displayed along with all the coveted features. If your sales funnel is effective, the prospect converts, and you may even have a chance to upsell. A sales funnel may be as simple or complex as you desire. The important thing is that it has all the necessary components and it works.
Why Sales Funnels Work
The key components of an effective sales funnel are the foundation, follow-up and fuel. Of course, the fuel is the targeted traffic. The foundation is actually the website itself which displays all the information about a coveted product or service. The follow-up may be retargeting ads or email contact. Sometimes prospects don’t by right away and must be marketed to repeatedly after the initial contact. Sales funnels are based on scientific evidence and buyer emotion. They work because they have been engineered to work. They have been specifically designed to help move the prospect through each stage in the buying cycle. Of course, some faster than others. Effective sales funnels utilize emotion, psychology and intelligence to lure prospects into conversion.
Your Specific Sales Funnel
As you already know there are many different types of sales funnels. The one you use should be specific to your product or service. It may have as few as three or as many as a dozen different steps. Your specific sales funnel should be based on your sales model. If there are eight steps in your sales model, then there should be eight steps in your sales funnel. The important thing to remember about sales funnels is that they must target the consumer. If the consumer is not finding value, they will not convert. A sales funnel guides the consumer by enticing them and giving them relevant information. It helps build synergy. A sales funnel is like a piece of a puzzle. It should be subtle but firm. It should never leave a potential client wondering what to do next. The purpose of a sales funnel is the direction. Effective sales funnels make the potential client want to go in a specific direction (towards conversion).
An effective sales funnel takes your sales model and emulates it online. It helps the consumer move gently through the buying cycle and ultimately converts. An effective and complete sales funnel will include follow-up contact that encourages repeat business. You should test your sales funnel regularly and ensure that it is optimized for conversions. All components in your sales funnel should work together to usher consumers through the buying process. If your conversions are low and you aren’t making the sales you should be, take a look at your sales funnel.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.