Sales Funnel = Sausage maker? sales funnels. 1 Consider aligning process optimisation, account...

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Transcript of Sales Funnel = Sausage maker? sales funnels. 1 Consider aligning process optimisation, account...

  • Sales Funnel = Sausage maker?

    Yvette Sonneveld WordCamp London 2019

  • Let’s get to know

    YOU first!

    @yvettesonneveld

  • Who of you owns a service based business?

    Or is in charge of marketing for one?

    @yvettesonneveld

  • Have you heard of sales funnels?

    @yvettesonneveld

    And do they get you all exited?

  • “…Don’t worry. Let me help you out!

    I don’t have a clue what it is…

    @yvettesonneveld

  • “…I’ll show you how to add value.

    Aren’t sales funnels for pushy sales people?

    @yvettesonneveld

  • “…Why do people hire YOU to do that?

    Who am I to claim expert status, when what I do is easy?

    @yvettesonneveld

  • “...I’ll show you bigger benefits than leads!

    Surely all leads come from within our network?

    @yvettesonneveld

  • Consider a more sustainable alternative for sales funnels.

    1

    Consider aligning process optimisation, account management and content creation.

    2

    Consider working from the inside out when implementing this approach.

    3

    @yvettesonneveld

    Here are my 3 goals for you for today

  • Who Am I? To tell you what to do?

    @yvettesonneveld

  • Hi! I’m Yvette Sonneveld

    @yvettesonneveld

    So nice to meet you!

  • I take care of marketing at 
 Level Level, a full service

    WordPress agency.

    @yvettesonneveld

  • Before: Freelance digital marketer since 2003 Working with business owners all over the world

    while living on 3 different continents.

    @yvettesonneveld

  • @yvettesonneveld

  • 3 Goals - 3 Steps

    Sales & marketing phraseology.1

    My alternative model to sales funnels.2

    Best practices for implementation.3

    @yvettesonneveld

  • 1 Sales & Marketing Phraseology @yvettesonneveld

  • Sales Funnel

    Visitors

    Prospects

    Clients

    @yvettesonneveld

  • “Salesmen should visualise sales steps as forcing facts through a funnel which produces favorable

    consideration. Funnels helped many a salesmen….

    @yvettesonneveld

    William Townsend, Bond Salesmenship

  • I need to keep cranking that sausage machine!

    @yvettesonneveld

  • It’s short term focus. Revenue. Now.

    @yvettesonneveld

  • Sales Funnel

    Awareness

    Consideration

    @yvettesonneveld

    Decision

  • Buyers Journey 
 & Stages Of Awareness

    Awareness Consideration Decision👉 👉

    @yvettesonneveld

  • Someone in this stage:

    has a problem or goal and a sense of urgency;

    wants to learn more about that problem or goal;

    wants to know what sort of options are available.

    Awareness

    @yvettesonneveld

  • Someone in this stage:

    knows the sorts of options or solutions;

    wants to learn more about the pros and cons of each;

    wants to know which one suits them best.

    Consideration

    @yvettesonneveld

  • Someone in this stage:

    has picked a type of solution;

    knows the most suitable service providers;

    wants to know which one is the best match.

    Decision

    @yvettesonneveld

  • But this model still 
 just aims for the sale...

    @yvettesonneveld

  • Buyers Journey Extended


    Awareness Consideration Decision👉 👉

    @yvettesonneveld

    Retention Loyalty Advocacy

    👉 👉 👉

  • Someone in this stage:

    may want to make the most out of a first purchase;

    might not be entirely happy and isn’t sure what to do;

    may be interested in add-on services.

    Retention

    @yvettesonneveld

  • Someone in this stage:

    has hired you more than once and is mostly happy;

    might need a nudge for a review;

    would love some token of appreciation.

    Loyalty

    @yvettesonneveld

  • Someone in this stage:

    actively sends you referrals;

    will stand up for you in online discussions;

    needs to be spoiled rotten.

    Advocacy

    @yvettesonneveld

  • But still: a healthy long term 
 client relation is not linear!

    @yvettesonneveld

  • Because people do business with people.

    @yvettesonneveld

  • People they know, like & trust.

    @yvettesonneveld

  • If you would consider hiring an agency,
 you’d want to know:

    do they get us?

    are they qualified?

    will it be fun to work with them?  

    how will they treat us when we hit a rough patch?  

    @yvettesonneveld

  • It IS about growing closer over time.

    @yvettesonneveld

  • 2 My Alternative @yvettesonneveld

  • Your best clients 1

    Circles of trust

    Repeat clients 
2

    First time clients 3

    Leads (permission to stay in touch) 4

    People who have heard about you 5

    The rest of the world 6

    @yvettesonneveld

    1

    2 3 4 5 6

  • Circles of trust

    Growing closer

    Offering value

    A mutually beneficial relation

    @yvettesonneveld

  • Advocacy Stage 1

    Circles of trust

    Loyalty Stage
2

    Retention Stage 3

    Decision Stage 4

    Consideration Stage 5

    Awareness Stage 6

    1

    2 3 4 5 6

    @yvettesonneveld

  • Keep your advocacy clients raving 1

    Circles of trust

    Nurture your loyal clients to advocacy2

    Nurture first time clients to loyalty 3

    Etcetera4

    @yvettesonneveld

  • 3 How to make that happen? @yvettesonneveld

  • Try these 6 steps

    @yvettesonneveld

  • Systematize all 
 routine projects. It will improve overall quality 


    and help you scale.

    1

    @yvettesonneveld

  • 50% of business fail within the first 5 years.

    @yvettesonneveld

  • @yvettesonneveld

    Why do businesses fail? Because they are not able to attract enough leads, clients and revenue.

  • @yvettesonneveld

    Why do businesses fail? Or because they’re not able to deliver

    a consistent level of quality.

  • Systemize. It will improve overall quality 


    and help you scale.

    1

    @yvettesonneveld

  • Spoil your best clients rotten. They’re the 20% that generates 80%

    of your income.

    @yvettesonneveld

    2

  • If you create something new, log your steps.

    It will be easier to explain, and easier to reproduce.

    @yvettesonneveld

    3

  • Sell new discoveries to more existing clients.

    Optimise the process and keep track of results.

    @yvettesonneveld

    4

  • Productise these new services and brand them.

    It’s the fasted way to expert status.

    @yvettesonneveld

    5

  • Share your knowledge freely. Keep the stages of awareness in mind

    and always invite your audience to take a next step.

    @yvettesonneveld

    6

  • Find out what your best clients love about your service.

    And use the words they use in your content to build rapport.

    Bonus

    @yvettesonneveld

  • Circles of trust

    consistent quality;

    referrals & testimonials;

    raising expert status;

    As a result:

    logically structured and targeted content.

    @yvettesonneveld

  • Consider a more sustainable alternative for sales funnels.

    1

    Consider aligning process optimisation, account management and content creation.

    2

    Consider working from the inside out when implementing this approach.

    3

    @yvettesonneveld

    These were my 3 goals for you for today

  • https://www.slideshare.net/YvetteSonneveld

    @yvettesonneveld

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