The online Sales Funnel – there is alot of noise about how to set up an online sales funnel, but does it apply to your brick and mortar store? How can I adjust the online funnel to my business? Or do I have to have a different sales funnel for different conditions, for different types of businesses, does the sales funnel only apply to the “store front”.
I say yes and no and as my son (a lawyer) says “it depends”.
The online sales funnel is basically to get someone to notice you (organic or paid search) and then offer them something free so you can start a relationship, and then move them to a customer with a low cost offer that will solve an immediate need and then move them to another higher option and then continue the relationship to help them because a long term customer.
The storefront has the same type of sales funnel. Let’s say that you have a store that sales tires. You get someone to notice you. You put up a sign out front, put some tires out front by the road and as people pass by they may remember you to stop by when they need tires. You can also have paid advertisement in the Yellow Pages (does anyone read those anymore) or take an ad in the local newspaper. When a potential customer stops by, you start a relationship by saying “Good morning”. You offer them a free estimate and review some of the safety features of some tires or show them the tires they are interested in purchasing. During this exchange you should obtain their phone number, email address, and other info you need. You have started a relationship. If they do not purchase that day, you send them an email in a day or so and tell them if they purchase tires in the next 10 days, (or go to Facebook and like your page), or any other offer, you will give them 10% off of their purchase. When they come back the next time, you move them to a higher option, a better grade tire, a set up rims, nitrogen fill. After they purchase the tires, you put them in your email list to follow up on six months for a free tire rotation. Keep them as a long term customer.
It is the basic sales funnel that has been around for years. I think the online community is in essence adopting the Brick and Mortar store sales funnel.
Have you thought about the sales funnel for your business or does it just happen?