Creating a sales funnel that converts without selling
Who else here hates selling? I have no doubts most of you would have put up your hand because most people don’t enjoy the art of selling or being sold to.
So, when it comes to your own business the last thing you want to do is to be selling, right! What if I told you there was a way to increase your sales without selling to anyone and your website (plus one other tool) can do all the work for you? Read on to find out how.
Just this last week we had a client send a thank you note, who had come to us a few months earlier asking for help. She is a Life Coach. Now this is a competitive market space and she was struggling to attract her ideal clients even though she had credibility, experience and was clearly passionate about her clients. What was holding her back was she didn’t want to feel like she was ‘selling’ to people. Sound familiar?
As a solution, we created a tailored sales funnel for her business that was based around using her website to weed out those who weren’t her ideal clients and to convert those who were. She wasn’t overly excited until we told her that it wasn’t a sales funnel really, instead it was a relationship builder.
The truth is, that’s what a real sales funnel should be, an opportunity to build a relationship with your potential customers and for that to grow to a point where they are begging to buy from you.
Here’s how to do that:
1. The first step is to offer your website visitors something of value in return for their email address. We talked about this extensively in a previous post, it’s called adding a lead capture to your website. Basically, it needs to be specific to solving the main problem the majority of your ideal customers have when they come to you.
For our coach this was a downloadable five steps to overcoming overwhelm but it was tailored to her niche market of productivity.
2. Step two is to provide that product (kind of a no-brainer) and to introduce them to who you are. This isn’t where you tell them how great your business is, it’s time to let them get to know you personally. Remember, they may have not met you yet so think of it like meeting a new friend at a café meetup.
We call this the ‘Welcome’ series of emails and anyone who signs up for or purchases anything from you should go through this email series. We also recommend offering a bonus gift(s) in this set of three emails and be sure to include your personal story (and pic) of why you do what you do.
3. Step three is to automate the entire process because in the beginning you may only have a few people sign up but it will grow and you don’t want to be spending all your time emailing people.
Sign up for an email marketing automation software product. We recommend Active Campaign because of its ability to grow with your business but there is also Mailchimp, Zoho, Constant Contact and more.
4. Step four is to create a nurture sequence of (5-8) emails that appeal to the major pain point(s) of your ideal customer and fill this sequence with useful information and the offering of a small priced introductory product as the solution.
For our coach she offered a mini e-course and her book as a bonus if they took up the offer but she could have offered an e-book or an introductory session too.
5. Step five is all about converting those who choose to purchase your small priced offer and that’s done through another nurture sequence that talks all about the benefits they’ll get if they choose to purchase your core offering.
For our coach, that was the opportunity to work with her and solve your productivity challenges through choosing one of her three packages.
Now I can already hear you saying, “That’s too many emails” and “I don’t want to be annoying” but the truth is you won’t be annoying your ideal customers as long as what you’re offering is of value to them.
The secret is to know your customers and provide them with what they want and you too can have the success our life coach client had (increased her business by 44%) in three months.
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About the contributor:
Clark Marshall has been tinkering with computers since he was given his first Apple 2C at the age of ten. He transitioned into building customised websites over twelve years ago at the request of a friend and now owns and runs the Blue Dog Digital Marketing agency with his fiancé Tegan. Website: www.bluedogdiywebsites.com.au