The Ultimate Sales Funnel Blueprint - Amazon S3 .The Ultimate Sales Funnel Blueprint Contents Introduction:

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  • TheUltimateSalesFunnelBlueprintContentsIntroduction:LayingTheFoundationsForSuccess1. The3MagicGrowthVariables2. The4LifePhasesofTheCustomerRelationship(Or,WhyCustomersRelationshipsReallyArentAnyDifferent)

    The3MajorMistakesofaLowConverting,UnprofitableFunnel3. The8LevelsofCustomerValue4. The7PracticalStepsofaHighConverting,HighlyProfitableFunnelIntroduction:LayingTheFoundationsForSuccessYoureabouttodiscovertheblueprintforbuildingasalesfunneltodominateANYniche.Thissystemisusedbymajorcorporationsacrossamultitudeofmarketstogrowtheirbusinessandoptimizeprofits.Allsuccessfulbusinessesfromfastfoodchainstoecommercegiantsfollowthismodel.Anditllworkforyourbusinesstoo.Thissystemworksbecause,asyoullsee,itsbaseduponuniversal

  • businessprinciplesandfundamentalpsychologicalinsights.Eachsuccessiveelementofthesystemyoureabouttolearnbuildsuponthelast:

    Thesystemisbuiltuponthefoundationofthe3MagicGrowthVariables.TheseareUniversalPrinciplesofBusinessGrowthincreasingthese3variablesshouldthebethegoalofEVERYsalesfunnel.

    The4LifePhasesoftheCustomerRelationshipisthejourneyyouhavetotakeeachcustomerthroughinordertomaximiseeachoftheMagicGrowthVariables.Sothispsychologicallayerbuildsuponthebusinessprinciples.

    Wethenzoominonthe4LifePhasestolookatthe8LevelsofCustomerValue.Asyourcustomermovesthrougheachoftheselevelstheybecomemorevaluabletoyoui.e.,theybecomemorelikelytobuyfromyouandhelpgrowyourbusiness.Understandingthissimplescaleiscriticalifyouwanttoeffectivelytargetandretargetyourprospects.

    Thisnaturallyfollowsontothe7PracticalStepsofaHighConverting,HighlyProfitableFunneli.e.,thestepsthatYOUhavetotaketowalkyourprospectsthrougheachstepoftheirjourneyThisistherealmeatofthefunnel.Everythingisleadingtowardyouputtingthese7stepsintopractise.

    Sowithoutfurtherado,letsmoveontothefoundationofthefunnel

    The3MagicGrowthVariablesSmartmarketersandentrepreneursknowthatthereare3basicwaystogrowyourbusiness:

  • 1. Increasethenumberofbuyers2. Increasetheaveragetransactionvalue3. Increasethenumberoftransactionspercustomer

    Inotherwords,everyoneofyoursalesfunnelsshouldbedesignedto...

    Getyoumorebuyers... Getyourcustomerstoopentheirwalletswider

    Andthen

    Getthemcomingbackformore.Afunneldesignedtooptimizethese3variablesisafunneldesignedto......maximiseyourtotalprofits.Whichistheultimategoalofanybusiness,right?IdeallyyouwilllooktoincreaseallthreeoftheseMagicGrowthVariables.Butinpractiseyourfocuswilldifferdependingonyourproductandmarketforces.Forexample,ifyourmarketissmall,astrategythatfocusespurelyonincreasingthenumberofbuyerswillsoonrunoutofsteam. Sowhenyourebuildingyourfunnel,youneedtoaskyourselfthefollowingkindsofquestionstodecidewheretoplaceyoufocus:

    Howbigisyourmarket?(largermarket=moreemphasisonvariable1increasingnumberofbuyers)

    Whatisyouraveragecustomersbudget?(largerbudget=moreemphasisonvariable2increasingtransactionvalue)

    Howlargeisyourproductportfolio?(largerportfolio=moreemphasisonvariable3increasingnumberoftransactionspercustomer)

  • Sonowyouknowthekeyvariablesthatyoureseekingtoincreaseforyourbusinessandtheforcesthatfocusyourfunnel.Youreabletoseetheforest,yourhigherbusinessgoals.Sothenextstepistolearnthepsychologicalprinciplesthatwillhelpyoutoachievethesegoals...

    The4LifePhasesofTheCustomerRelationshipOurfunnelblueprintisbasedupontheinsightthatloyalcustomersdonotcometoyoualreadyloyaltheygothroughaprocessinwhichtheybecomeloyal.Andyouhavetotreatpeopleinyourfunnelaccordingtowheretheyareinthisprocess.Youwouldntproposemarriageonthefirstdate,right?(thosedrunkenVegashitchesrarelyworkout!).Wellcustomerrelationshipsarejustthesame.Withthismetaphorinmind,takealookatanoverviewofthe4LifePhasesofTheCustomerRelationship...

  • Sothesearethe4stagesyoumustgothroughtocreatealoyal,longtermcustomer...thekindwhollkeepcomingbackformore,andputaregularpaycheckinyourpocket.

    1. ATTRACT:Makeapromisethatdrawsyourtargetprospecttoyourbrand/product.Thisisthephaseinwhichyoumakeyourprospectsfeelthatyouarerelevanttothemandcouldpotentiallyofferthemsomethingofrealvalue.Commitmentandriskatthisstageshouldbeminimaltoavoidscaringoffyourprospects.

    2. BUILDCOMFORT:Makethemtrustthatyoulldeliveronyourpromise.Thisisthephaseinwhichyoubegintoincreaseintimacywithyourlead.Youtakethemonalowrisktrialruntoshowthemthattheyresafetocommitmoretoyou.Likegoingforcoffeetosusseachotherout.

    3. SEDUCE:Createthemoreintimatesettingandsealthedeal.Thisisthephaseinwhichyouincreaseintensity,upthehardsellbecauseyourcustomernowbelievesyouwilldelivervalue.Nowyoucanofferyourcoreproducts.

  • 4. COMMITLONGTERM:Finally,getthemtoinvestinyouforthelonghaul.Atthispointyoucouldforgetaboutyourcustomerandchaseafternewbuyers.Butthiswouldmeanthatyoudfailtomaximisethe3rdMagicGrowthVariablethenumberoftransactionspercustomer.WhichwouldbeaMASSIVEmistake(wellgointomoredetailonthisbelowseeMajorMistake#3).

    Soundssimplewhenyouputitlikethat,right?Butyoudbeamazedtoknowhowmanyfunnelsfailtofollowthissimplesequence

    The3MajorMistakesofaLowConverting,

    UnprofitableFunnelYouoftenlearnmorefromyourfailuresthanyoursuccesses.Ifyoulookacrossallunsuccessfulsalesfunnels,theytendtomakeoneormoreofthefollowingmistakes.

    MajorMistake#1:AttractionButNoComfort.Thisistypicallywhereyourprospectlikeswhatyouhavetosay(stage1,check)butthenyoujumpstraighttotryingtoseducethemwithoutbuildingcomfortfirst.Thatis,youtrytosellthemyourcore,premiumproductsbeforetheytrustyou.Sure,you'llmakesomesales.Butthemostyoucanhopeforhereisaonenightstand.Yourcustomersmayfeeldupedandwon'tcomebackortellothersaboutyou.AvariationofthismistakeisfailuretodeliveraLeadMagnet(afreegift)of

  • realvalue.Yourprospectswillnotgiveawaytheiremailaddressforsomethingtheyperceivetobeworthless.Soeventhoughyourenotgettinganymoneydirectlyforit,yourLeadMagnetmuststillbesomethingofvalue.Ifnot,yourefailingtodeliveronyourfirstpromise,sowhatreasondoyourleadshavetotrustyouinfuture?YourLeadMagnetmaynotbeyourdirectsourceofrevenue.ButtrustusitsworthinvestingtimeintogetitRIGHT,becauseitimpactsallsubsequentstagesinyourfunnel. Thisisthemostcommonmistakemade,especiallybysmallbusinesses.SOLUTION:ProvideaLeadMagnetthatimmediatelydeliverswhatyousay+anunexpectedbonusofvaluetotriggerreciprocity.Thenfollowthisupwiththecomfortbuildingtechniques,leadingtoaTripWireoffer(wellexplainthisinmoredetaillater).

    MajorMistake#2:GettingStuckInTheFriendshipZoneThisiswhereyouskipstraighttobuildingcomfortwithoutFIRSTcreatingattraction.Sure,you'llwinsomefansyourlistmightgetbigger.Butyouendupstuckinthefriendshipzone,withabunchofleadsbutnobuyers.Thebiggestcauseofthismistakeisfailingtoattractpeopleonthebasisofapromiserelevanttoyourcoreoffere.g.,gettingleadsusinganipadcontestasyourleadmagnetresultinginalistofFREEBIESEEKERS.Thistypeofleadisnotareallead.Theyrenotreallyattractedtoyourbusiness,becausetheydonotintendtobecomeabuyer.SOLUTION:Toavoidthis,prequalifyyourleadswithaleadmagnetrelevanttoyourcoreoffer.Youcanfurtherqualifyyourleadswithaqualification

  • question.Leadsmustbeconverted,slowlybutsurely,tobuyers.Thisshouldbeginwithyourleadmagnet,andcontinuewiththeemailfollowup,whichshouldleadnaturallyontoyournextoffer,whichappliesfurthersolutiontotheirpainpoints.

    MajorMistake#3:HitandRunThisiswhereyouendyourfunnelattheseductionstage,therebyfailingtocreateareturnpathforyourcustomers.Itstemptingtoconsiderthejobtobedoneonceyougetsomeonetobuyoneofyourcoreproductstostartchasingafterthenextlead.Buttoputthesizeofthismistakeintocontext,considerthefactthatmanysuccessfulbusinessestalkaboutthe80:20Rulewhereby80%oftheirrevenuecomesfromjust20%oftheircustomers.Thatmeansthatthetop20%oftheircustomerbasespend16xmoremoneywiththemthantherestoftheircustomerbase!Eachoneofthesetopcustomersisworth16xmoretoyouthanyouraveragecustomer.SoifyoureNOTcreatingfunnelsthatnurturerepeatpurchasers,yourethrowingaway80%ofyourprofits!SOLUTION:Createaninnercircleofhighvaluecustomers.Maximiseyourcommunicationchannelsandreturnpathsviaemail,retargetingandsocialmedia.

    ***These3MajorMistakesarethemostcommonreasonsforasalesfunnelthatfailstoconvertprospectstobuyers,andfailstoconvertbuyerstolongtermcustomers.Butifyouguideyourprospectsthroughthecorrectsequencecreate

  • attraction,buildcomfort,seduce,thencommitlongtermyoullhaveafunneloptimizedtoincreasethe3MagicGrowthVariablesandmaximizeyourprofits...

    Sonowthatyouknowthejourneyyouneedtoguideyourcustomersthrough,itstimetozoominonthesephasestotakealookinsidethefunnelandidentifythespecificlevelsofcustomervalue.Whatishappeningtoyoucustomersastheygothroughthesestages?Sotomakeourfunnelmoreactionable,wefinditusefultobreakthe4LifePhasesdowninto2levelseachresultingin

    The8LevelsofCustomerValue

    Soletstakeanotherlookatourmodel,nowfactoringinthese8LevelsofValue.Ifyousuccessfullyguideacustomerthroughthe4LifePhases,thesearethetransitionstheyllgothrough:

  • *HVC=HighValueCustomer*MVC=MostValuableCustomer(oraLoyalCustomer)

    Understandingthese8LevelsofCustomerValuewillenableyoutotargetandretargetyourprospectsmoreeffectively,andtherebyincreaseyourconversionrate.Aseachcustomermovesthroughtheselevels,theybecomemorevaluabletoyou.Soitscertainlyworthcommittingthefollowingdefinitionstomemory:

    Prospectlandedonyourpagebutnotyetacted HOTProspecthasmadeamicrocommitmente.g.,answereda

    pollquestion,watchedavideoorsharedsomecontent. Leadprovidedyouwiththeircontactdetails(typically,emailaddress)

  • HOTLeadopenedyourfollowupemails BuyerpurchasedyourTripWire(alowcostfirstpurchase)butnot

    yetpurchasedyourCoreProduct(s) CustomerpurchasedyourCoreProduct HighValueCustomer(HVC)purchasedyourCoreProductand

    additionalproductsfromyou(ProfitMaximisers) MostValuableCustomer(MVC)repeatpurchaser,loyalcustomer.

    BuysanythingandeverythingyoucreateThese8Levelsinformthestepsthatweputinplaceinoursalesfunnel.EachstepinourfunnelisdesignedtomoveyourcustomersalongtheValuescale.Wh