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Too many marketing experts out there are explaining sales funnels in ways that over complicate everything. You walk away from the conversation feeling like you “get it,” but when you go to implement some of the techniques you heard you realize you actually don’t have the slightest clue as to what they were going on about!
This doesn’t help anyone, especially not small business owners who may just be starting out with selling online. I want to take a different approach and explain how sales funnels work for most businesses in the clearest way possible.
I use an analogy that compares your sales funnel to your dating life. It’s a bit cheeky, I know. But think of it this way, if you are single and looking for a partner you’re not going to meet them while sitting at home all alone. You have to go out and get some attention, aka eyeballs, on yourself in order to have that potential interaction with the special someone you’re interested in.
The next step once you attract “eyeballs” is introducing yourself. This is the beginning of the interaction, and possibly, the entire relationship so you want to get started off on the right foot.
This is where your “hand raising” offer comes into play. It’s the dating world equivalent of saying, “Hello, I’m Carl. Nice to meet you.” Of course you’re doing this as the most dashing version of yourself!
Let me break it down and explain what I mean by your “hand raising offer.”
When you put your offer out there you want it to be a “quick win” for your customer. One of the ways to ensure this is what you are delivering is to keep it free, fast and specific.
Some common mistakes beginning entrepreneurs make online is to go for the “big close” way too quickly. This is the equivalent of asking someone to marry you before you’ve gone on a first date. (Might work after 6-7 beers but you’ll be regretting it the next day!)This step is key to getting your online relationship (and romantic ones!) moving forward swimmingly. As you build your relationships and trust you can begin to offer even more value to your potential matches.
Bonus 1: Have multiple offers for the various customer segments your business serves.
Bonus 2: Make sure your offer is a complete product not a snippet of another larger product. Give a sense of completion.
A “Hand Raising Offer” to bring the right customers closer to a profitable long-term relationship with your business.
This article is based on an EHQ interview with the mentor.
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