The Sales Funnel Journey
The modern sales funnel is a journey. You might think of it as a heroic journey, similar to the one that Frodo took in the Lord of the Rings.
Frodo discovered what the ring was, took it on a long trip with many attitude changes, and finally got it to the finish line.
Your clients discover your products, change their attitudes, and conclude with a sale (although I hope your funnel doesn’t end in the fires of Mt Doom).
Discovery is the first part
Frodo learns what the One Ring is early in the book. He receives the ring from Bilbo, and Gandalf tells him the history. Once he knows about it, he can decide on how to handle it.
Likewise, your potential customer has to discover who you are and what you do. Only then can they continue the journey with you.
Next comes learning
Frodo sets out on his journey, accompanied by his friends. They encounter good and bad, and end up at Rivendell.
This part of the story mirrors the prospect beginning to read your literature about your product. They may find good and bad points. Will that put them off from continuing their journey? Without the right support it might.
Frodo was stabbed and almost died, but was saved. What in your funnel can rescue a potential customer who is about to give up on you?
There are lots of challenges
Frodo continued the journey, encountering several challenges. He went to the Mines of Moria, battling orcs in the dark. He arrived at the Elven home of Lothlorien, the magic forest. He got separated from his friends, so he used Gollum as a guide.
What challenges does your client have?
They are comparing you to others, and you need something to distinguish yourself from competitors.
They might have a problem with the price, and you need to prove that your value outweighs the cost.
Maybe your content isn’t the right theme for your clients, and you need to offer different perspectives.
Consider the challenges you put in front of your potential clients, and whether they help or hinder them to get to the finish line. You may even be providing your customers information that drives them in the wrong direction.
Your analysis of people going through your funnel should tell you where the entry and exit points are. Then you’ll know what to fix or improve.
The finish line
The story ends with the One Ring being destroyed, and our heroes enjoy their victory. And of course there’s an epilogue showing what happens after the story is over.
The parallel here is that you need to not only complete the sale but also provide ongoing support to the buyer. This will help them implement your product, open them to future purchases, and perhaps even make them an evangelist for you.
Okay, so this whole piece may be a stretch, comparing yourself to a literary hero. Still, I hope it helps you to remember that your client is on a journey and you need to smooth their way at every step.
If you’re not sure you’re implementing all the steps you need to, I’m here to help you. I’m happy to discuss how we can work together to solve your problems.