All sales initiatives can be defined as a funnel. For traditional sales organizations, a sales funnel might have leads at the top, prospects in the middle, and sales at the bottom. There are always more people at the top than at the bottom, hence the funnel shape.
Funnels traditionally have four stages. Stage one is “Awareness.” This is where customers become aware (as the name implies) of your product or service. This can be achieved through display ads, social media, SEO, Google Ads, and other marketing channels.
The goal at this stage is to attract a broad audience. Most businesses struggle here because they want to convert everyone. In reality, you can’t. Our goal here is not to convert, but to raise awareness.
Next is the “Interest” stage. This is where customers start to show interest. This is where they click on your ad, watch your video, join a loyalty program, sign up for a newsletter, and so on. At this stage in the sales funnel, your goal is to capture leads. That’s it.
Again, you’re not selling your services here; you’re selling an interaction that gives you contact information.
Third, we have the “Decision” stage. This is where the selling process begins. At this point, you’ve got their information, they’ve shown interest with their behavior, and now you need to encourage them to transition into a paying customer. Consider free trials, demos, testimonials, or even discounts.
At this stage, they need to choose “Yes” or “No.”
Finally, we’re in the “Action” stage. Now, your customer has to take action. They’re entering their credit card information, making a reservation, or signing a contract. Make this as frictionless as possible. As soon as they convert, start your onboarding process. Send an SMS message, follow up via email, or phone, etc.
Remember, it’s much more cost-effective to retain a customer than to acquire a new one. You’ve done the hard work, don’t waste it now.
About Rook Digital
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