Understanding The Art Of The Sales Funnel - Magzinenow

Understanding the Art of the Sales Funnel


As the business world evolves, so must marketing teams and sales teams.  That is the nature of the game – all of the pieces must be able to shift strategy at any given moment.  So, what does that have to do with the idea of a sales funnel?  After all, this is hardly a new idea.  Yet, it remains one of the most effective.

It is a long-standing technique for good reason.  That being said, there are ways that we can alter or adapt it to fit into the newer business models.  Some examples of this might be the shift to e-commerce, for example – it is simple fact that more and more customers are taking this avenue.  You can read about it here, https://halshs.archives-ouvertes.fr/halshs-01764594/, but know that this is a trend easily noticeable.

What is a Sales Funnel?

To apply it in an e-commerce context, it is important to first learn the basics.  What is a sales funnel, as what makes it such a valuable tool for those of us in sales or in charge of that part of a business?  In essence, they are a step-by-step process of how a customer interacts with our organization, from first impressions to the sale (if they go down the entire funnel). 

In order to utilize this idea well, though, it is good to understand each step along the so-called pipeline.  Otherwise, you might miss out on critical opportunities to convert considerations on a product into sales.  So, your sales and marketing teams may want to collaborate together.

Step One: Awareness

This is the part where your sales and marketing teams will likely need to collaborate the most.  Something that might help is creating a sales funnel graphic, which can allow you and your team to collaborate on an action plan as far as each step goes.  This first one is perhaps one of the most vital parts, as it sets the stage for how a customer perceives you throughout the rest of the funnel.

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As the name suggests, it is when a potential customer gains awareness for your company and/or brand.  Some possibilities on how this happens is through online advertisements on websites like Facebook or Google, but there are plenty more out there.  Usually, this initiates a relationship, but keep in mind that more often than not you have to build up trust and respect before they will make a purchase.

Step Two: Interest

Usually, it is in this stage that the prospective customer begins to gather more information on your brand.  They will be looking for things like whether your ideals line up with theirs, if you are solving a problem that they have, and more.  So, it is critical that your first impression was a good one, and that these details are readily available.  

Just be certain that your goal here is education and information, rather than sales.  If you try to push too hard for a sale so soon in the funnel, it often turns them away.  It does not feel as organic that they are choosing to buy if that is initiated too soon. 

Some signs that a potential customer is in this stage are if they sign up for a newsletter or other email list.  That is not a guarantee that they will buy later, but it is worthwhile to remember.  



Step Three: Decision

It is in this step along a funnel that a person makes their decision on whether they will buy your product or not.  You can learn more about that in this article, but I have some insight to offer as well.  Something that could occur is them ranking you alongside some of your competitors, be it audibly or simply their internal thoughts.

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Perhaps they already think of you as the best, but that might not always be the case.  That is why it is in the decision phase that you should offer the best deal that you have.  This could be something such as a first-time purchase discount, a ten-percent discount offer, or perhaps free shipping with a certain minimum order price.  

Whatever you think can hook them in and help tip the scales in your favor, this is the time to do so.  Your goal is to make yourself as appealing as possible to the customer.  All the sales skills that you have will come in handy, that is for sure!

Four: Action

I think the final part of the sales funnel is where many get tripped up, as it seems like the same as the prior one.  However, this is where a prospective buyer turns their decision into something actionable.  They purchase your good or service and become a customer, officially.  

This is where we work the entire time to get to, so it is worth some pride each time you have a success in this avenue.  However, things do not just end at them taking action.  Rather, you should do your best to ensure that they know they are more than just a number to you.

They are valued member of your clientele.  Be prepared to cultivate the relationship for years to come, as repeat customers bring in a lot of revenue for many companies.  Additionally, the word-of-mouth marketing you can enjoy if they recommend you to their friends and loved ones is nothing to sniff at!

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Conversion to the Digital World

For the most part, the funnel operates quite similarly be it for a brick-and-mortar store or an e-commerce platform.  Both have the same inciting incident, though the first impression might be something different depending on where it occurs.  Either way, you need to craft a good introduction for your potentials so that they continue down the funnel!

You might not get a hands-on experience on a website compared to in person, but that does not mean that you cannot create the rest of the funnel as well.  Having customer service employees ready to communicate via a chat room, for example, is one way this can be handled!


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