|Are you confused about what a funnel is?
Do you have free products, mid tier products, and high ticket products?
Are you feeling like people aren’t really converting into the high ticket products as much as you would like?
Or people are engaging with you a lot with your free content, but it’s just not converting to sales?
This blog is my take on funnels.
First thing’s first.
I want to clarify that this blog is not about fancy, automated, expensive software. Those kinds of sales funnel management tools are awesome if you can afford them and if you know how to use them. The best way to create a funnel if you haven’t already got one is to start from scratch. Don’t invest in an expensive, fancy software if you don’t really know how to use it best. I manage my sales funnel using all free tools, and while it’s not all automated, it totally works; I get paying clients, and I am growing my audience all the time.
Some people are worried that they don’t have a funnel. I can tell you, if you have ever had a client, you have a funnel. If you haven’t even had a client, but you have started to setup your Facebook page and website, you already have a funnel. Maybe it’s not working for you. If you have branched out and bought one of those fancy, automated software, then you definitely have a funnel, but you want to hurry up and put it to use, because that thing is probably costing you, and you want to get some return on investment as soon as possible.
If you have had a client, your funnel is basically just the way they found out about you. It could be word of mouth. They might have met you in person. They might have been recommended to you by someone else or found you by a Facebook ad or seen you in a group and liked what you said. These are all top of funnel actions that you can easily do for free without a fancy software.
I really don’t like the word funnel. I think the funnel concept is great as a metaphor; because of the physical shape of a funnel – a lot of stuff goes in the top, a little bit of stuff comes out of the bottom. I just find the word a little bit gross and weird. I like to call it client pathways or client journeys. That is what is really going on. Also, the shape of the funnel is great, but sometimes you need to think from the bottom of the funnel up to get your funnel really working properly. I’m going to be starting at the bottom of the funnel.
The bottom of the funnel.
The bottom of the funnel is the place where you have your expensive high touch, VIP type products and services. These would be things like major programs that you’ve invested a lot of energy into, eCourses, mastermind groups that are very high touch, ongoing coaching services like a sixth month coaching package . The bottom of the funnel is where you have your big ticket items.
Another point about the bottom of the funnel is you might have more than one target market. It’s really important to think about this bottom of the funnel item. Who is it for? What else do they need? How else can I help them? What would they like between getting to know me and moving towards actually doing this big ticket item work with me?
The middle tier of the funnel.
The middle tier is where you would have another product that is related to the bottom tier products that is not as expensive of extensive. It might be a one-on-one session. It might be a shorter and cheaper eCourse. It might be being on your email lists. It might be doing a webinar with you. It’s just a sort of middle of the range process or product that you have available. It’s really important that at the end of the process, (or even in the middle and the beginning – you can go for it) you mention the big ticket item – you make the up-sell. There is no point getting someone to the place where they are ready to work with you in the middle of the tier, and then you don’t tell them about the next step. This is one mistake that I see again and again in people’s funnels. They don’t have the proper calls to action at the end of the process. Make sure, number one important thing in the middle of the tier that you have the call to action to the big ticket item.
The top tier of the funnel
The top of the tier is the part where you are just meeting people and letting them get to know you. This can be low ticket items, but it is best if it is a bunch of free stuff. This will be things like your website, your Facebook page, Facebook group, Instagram account, blog posts, podcasts, other social media platforms, and other promotional items that you have. You might have flyers if you’re a bricks and mortar business. You might have postcards, business cards. You might be out networking with people. All of these are top tier actions. Again, like the middle of the tier, it is so important to have your calls to action nice and clear, so that people can take that the next step with you.
Basically, don’t do anything without a call to action. It doesn’t have to be creepy. It doesn’t have to be making you feel like a horrible, creepy, salesy person. It does have to be there at the end of the process (if you want, or you can even mention it at the beginning or in the middle). It’s also good if this top level of the funnel content or freebie has direct lead in and relevance to the bottom of the tier item, and that it is important to the target market; that it does solve the problem of the client that you’re speaking to.
You might have one opt-in that you can use for lots of different target markets. Maybe, you want to have different opt-ins for the different target markets, just so you’re keeping all your calls to action nice and clear, and people can go along their customer journeys in a really straightforward manner. You might need to do some AB testing to see which way is more effective than another.
That is my rant about funnels. If you want a hand with your funnel, or if you think you don’t have a funnel and you want to start a funnel, you can come and join me on a live workshop where I’m going to be talking with people and helping them with their funnel, either developing their funnel or doing a bit of funnel problem solving. Join me on August 12 at 1pm by signing up here: THE WEBINAR
%d bloggers like this: