Nurturing Relationships and Sales - The Role of Sales Funnels
The sales funnel is an important marketing tool that helps you nurture relationships with customers and ultimately convert them into paying customers. It’s a great way to organize and manage your sales, marketing, and customer service processes because it outlines each step of the customer journey, which you can then use to create content that is curated for that specific stage.
The traditional sales funnel first emerged in the late 19th century with the AIDA model, which identifies the four stages of the customer journey: attention (or awareness), interest, desire, and action. This model has withstood the test of time, and is still useful today because it can be used to analyze how your customers interact with your brand.
Consumers in the Awareness Stage need content that explains your product and why it is better than the competition. This can be in the form of blog posts, infographics, landing pages, and other gated assets like eBooks, reports, and videos that you offer in exchange for a prospect’s email address. The goal is to establish that you understand your target audience’s pain points and can help them reach their goals.
Once you have their contact information, you can then begin to build a relationship with them by offering them more detailed content that is relevant to their pain points and goals. For example, a manufacturing company might offer them two free guides on the benefits of outsourcing their operations to another country and how they can save money, increase productivity, and quality, and meet compliance regulations. This will demonstrate to the lead that you are knowledgeable about their needs and will help them make a buying decision.
After you have established a relationship with prospects and nurtured them through the interest stage, they will likely be ready to discuss their needs with a representative. This is the ideal opportunity for your business to swoop in and convince them that they should choose you as their solution provider.
During this stage, your leads are doing research, comparison shopping, and thinking over their options, so it’s critical to have a strong value proposition that differentiates you from the competition. It’s also a good idea to give your leads a taste of the success they can expect from your product or service by sharing some case studies and testimonials.
Once they have decided that your product is right for them, your job is to make the purchasing process as simple and compelling as possible. This can be done through a smooth checkout experience, easy-to-use software, and ongoing support from your company. Keeping your customers happy will turn them into repeat customers and brand advocates, which will further expand your sales funnel. This is why a well- organized sales process and effective marketing tools are so crucial.
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