Sales, by all accounts, is a perfect blend of art and science. A sales rep prospecting clients on the phone is pure art (that’s why some are good at it while others not so much) but deciding who to call is pure science (think CRMs and sales automation tools). That’s the core objective of a sales funnel- augmenting the art of selling with the power of sales technologies to create efficient sales pipelines.
What is a Sales Funnel?
Broadly speaking, a Sales Funnel is the umbrella term used for a buyer’s entire journey. From discovery to conversion to feedback, everything a sales and marketing team does to acquire and retain customers is collectively referred to as a Sales Funnel.
It is called a funnel because through each stage you qualify and filter your leads, improving the quality and focus with each step. Generally, a sales funnel progresses through 5 general stages:
- Awareness: The customers realize they have a problem and there is a solution to their problem
- Discovery: They realize your product can solve their problem
- Evaluation: They compare all the available options and do some cost-benefit analysis
- Intent: They are ready to buy but want a better deal
- Purchase: They sign the contract
In recent years, support and advocacy have also come to be recognized as essential parts of the sales funnel for their ability to drive word of mouth referrals and upsell/cross-sell conversations.
Generally, marketers are responsible for the Awareness and Discovery stages while salespeople handle the Intent and Purchase. The Evaluation stage is handled by both.
But keep in mind, while the traditional model of the sales funnel assumes that every customer goes through every step in order this is not necessarily true. Many customers now do all of the research on their own and move directly to the Intent stage. Similarly, someone leaving your Evaluation stage might move directly to the Intent stage. This is why it is important to have multiple sales funnels concurrently, each with their distinct stages to gain maximum traction.
Before you start creating a sales funnel, you must first build the infrastructure for identifying and engaging your prospects. This includes two key tasks:
Define your Ideal Customer Profile (ICP)
No matter what you sell, not everyone is going to buy it. Therefore, it is important that you clearly define who you are going to target based on metrics such as industry, location, company size, revenue, persona, etc. It is worth pointing out that the more specific ICPs you define, the more effective your sales funnel will be.
Once you have defined who you are going to target, it’s time to determine how you want to be perceived. Your content, such as a website or landing page, is the first point of contact between you and your prospects. Your content creates the first impression and thus you must use this opportunity to your advantage.
While generic content (like the homepage of your website) can work for the entire funnel, it is always more effective to have distinct content for each stage and each of your ICPs. For example, if you are selling automation software for factories your content for each stage would look something like this:
- Awareness Stage: Focus on explaining the problems via content like “How automation software can improve efficiency and ROI”
- Discovery Stage: Distinguish your solution with content like “How XYZ is the best automation software on the market”
- Evaluation Stage: Use content to prove your claims via case studies or white papers like “How ABC used XYZ to improve productivity by 20%”
Once you have laid out the groundwork, it’s time to work on creating the sales funnel. So let’s get started:
Fill the Top of the Funnel
Ideally, the more people you put into the top of a funnel, the more qualified leads (and ultimately customers) you can expect to receive at the bottom. But while that’s applicable in theory, it doesn’t quite work out in the real-world due to two key factors: intelligence and data quality.
Most businesses just run generic social ads or buy email lists to run email campaigns to maximize their leads. While that puts a large number of people at the top of the funnel, they still get fewer qualified leads simply because most of the recipients don’t match their ICP. For instance, if you have a 2% clickthrough rate on your 10K emails of which 50% match your ICP, you will get only around 100 qualified leads. Even worse all of those unqualified leads create noise, distractions and are a drain on resources. So what is the solution?
Use Sales Intelligence
A better strategy would be to reach out to only those people that match your ICP. This can be achieved by adding a sales intelligence platform like SalesIntel to your marketing engine. This way, you can use technographic, firmographic, location, and intent data to build more precise target lists that conform to your ICP. In this case, if you send 10K emails with a 2% clickthrough rate, you will get double the number of qualified leads.
Get Accurate Data
Another problem is data quality. When businesses buy contact lists, it isn’t uncommon for over 25% of the emails to bounce. This again affects the effectiveness of a sales funnel and brings down the conversion rates. And things like high bounce rates and low engagement can threaten your ability to even send emails and have them land in people’s inboxes, jeopardizing your entire process
To take the earlier example, using both sales intelligence and accurate data for filling the top of the funnel can boost the number of leads by almost 250%.
Create a Sequence
Once you have launched your first campaign, you will begin seeing your prospects moving through the stages. Take email campaigns. Most people will not even open your mail, some will only read it, a few will click a link and visit your landing page, and finally, even fewer will fill out the request form. Depending on your product, pricing, etc., you should create a sequence of emails for each stage designed to nurture them and move them to the next step in the journey.
Additionally, as discussed earlier, prospects at each stage should be engaged using content appropriate for that stage. For instance, those not opening the mail should be sent awareness content while those visiting the site but not filling out a form should get evaluation content.
Analyze the Touchpoints
After your first cohort has completed a full journey through your funnel, the next task is to analyze how each of your stages performed. You should examine which content had more engagement and which ones failed to attract users or advance them to the next stage. Pay careful attention to stages where prospects are stalled or you are churning out a lot of leads that appear to be qualified. These lessons will help you tune your overall process and build better content around which you can optimize your sales funnel.
But some challenges are beyond prospecting and content. What if a customer finds your cost too high? Or they don’t currently need your product but might do in the future.
Offer a Freebie
In such cases where the price is a major contention or immediate conversion is not possible, offering a freebie can be a valuable next step. Be it a free trial, or a limited version of your product, offering a free solution can help you fill in the middle of your funnel that will in due time filter towards the bottom. After all, if a business likes using your free tool, they are more likely to be your paying customer in the future.
Close the Deal
This is kind of self-explanatory. Reach out to all the people who have reached the Intent stage and push them towards Purchase. Offer some discounts if you have to, but make this transition as short as possible because if they leave, they’ll enter directly the Intent stage of your competitors.
To wrap up all that we have discussed, there are four basic ingredients to creating an effective sales funnel:
- Knowing who to target
- Having their detailed and correct information
- Quality content
- Art of selling
Miss any of the four and you are destined to get mediocre results. We at SalesIntel play a modest but crucial role in that process. Good data can do little if you have poor content or don’t even know who your customers are. But if you can take care of the other three factors, we can guarantee SalesIntel will be a major asset to your sales funnel and the overall marketing engine.