Funneling Your Leads Down The Drain

I was still treading lightly after the bombshell dropped during our previous discussion, so I started out rather timidly, merely inquiring as to the manner of the this week’s inquiry. “Sir, are we looking to tear down another mainstay this week, or something perhaps a bit lighter?” Well, maybe not that timidly.

“Eh, what Watson? Are you still smarting from our last discussion? Stiff upper lip man, we need to be moving on. As for this week, we are merely correcting a grievous mistake some many in our field make when looking at the concept of sales funnels,” The Effective Detective replied with just a hint of annoyance at my tone.

“Sales funnels, sir? What possible mistake could there be in examining the concept of sales funnels?” I asked, a tad incredulous, but still on guard – The Detective had sprung more than a few surprises on me when it came to settled subjects before.

“Yes, Watson. Since you seemed so certain, perhaps you could illuminate me on the subject as you see it,” The Detective asked, obviously leading me down a path I was not sure I was interested in going, but as they say, in for a penny, in for a pound.

“Of course sir. The sales funnel illustrates the process by which a prospect becomes a customer – or not. It begins above the funnel itself with the market for your product or service. You entice prospects into the top of the funnel with your initial marketing efforts. Once they enter the funnel, they are moved along the sales cycle, with some dropping out and reentering the market, and other continuing down to the final close, at which point some will emerge from the funnel as clients.”

“Excellent Watson! Succinct and clear. And unfortunately, misguided,” The Detective replied to my explanation.

“I’m confused sir. I am correct, but I am wrong?” I was now totally confused.

“Not wrong Watson, your explanation is merely misguided. Your only endgame is making a sale or losing it. That is misguided. You need to start looking at all of the directions your funnel can take you. For example, why not have your funnel direct your prospects to a complimentary call with you? If you are selling a service that requires a lot of trust like consulting, you want your prospects to see your abilities and develop confidence that you can solve their problems. The point is Watson, funnels can be an amazing sales tool. However they don’t need to be the only way to get to the close,” The Detective finished with his customary half-smile.

“So a funnel could lead to another part of the sales cycle – even another funnel!” I exclaimed, suddenly getting the point.

“Now you see it Watson, shall we get back to work now?” The Detective answered, ending  today’s discussion.