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Avoid a Leaky 'Sales Funnel'

Posted by: Today's Tip Contributor on March 21, 2011

A leaky sales funnel means that you end up spending more money to create fewer sales. Do you need to patch any of these areas?

1. Weak lead capture. How many of your website visitors today will bounce off your website, never to return again, because you did not give a compelling enough reason for them to opt in on your site? Solution: A compelling magnet to attract the opt-in. Examples include a free consultation, report, webinar, or demo.

2. Failure to educate and build trust with your leads. When we charge out of the gate with a desperate sales pitch, we may skip the important process of educating and building trust with our prospects. Some are prepared to be sold. Others may need to develop a stronger relationship of trust with you before they are ready to take a step forward. Solution: Deliver value to new prospects through educational content.

3. Labeling leads as "bad" merely because they aren’t ready to buy today. Too often, our zeal for sales makes us impatient with people who are not ready to purchase right now. Many of these prospects are great prospects, but their current situation is causing them to delay. Solution: An automatic, long-term, lead-nurturing, follow-up campaign.

4. Failure to identify and overcome common objections. Too often we drop people out of our funnel because we shy away from addressing typical objections head on. What if we were to look at each objection as an opportunity to restate our value proposition to the prospective customer? Solution: Systematically identify and overcome common objections.

5. Unwillingness to create an impressive experience for your new customers. It doesn’t take much to wow our new customers. Too often we make the sale and stop there. Delighting the customer is the key to repeat and referral business. Solution: Establish a follow-up campaign that builds relationships with customers and lets them know that you care.

Scott Martineau
Co-Founder and Vice-President of Customer Service
Gilbert, Ariz.

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