sales funnels

Sales Funnels – What You Might Be Missing

The Effective Detective was lounging back in his chair examining a funnel of the type used to possibly fill a car with oil, when I entered the room. I assumed that this was the topic of the day, and unable to conceive of anything else that might be a better topic, I played along.

“Planning on changing your oil sometime today sir?” I asked innocently.

“Eh? What? Oh Watson, don’t be silly. You know I would never risk damaging my car by attempting to change the oil myself. That is work – at least in my case – best left to professionals. Actually what an interesting segue to today’s topic. Which, as you might of guessed is about sales funnels.” The Detective replied.

“I had a feeling, sir. However, I am intrigued how changing the oil in your car is a segue into the topic of sales funnels,” I responded back, a little puzzled at this turn of the conversation.

“Not the process of changing the oil itself, Watson – please don’t pretend to be so dense – but rather the funnel itself. You see Watson, many of us were trained to look at the sales funnel as a metaphor, not a process. It merely represented how the number of prospects are reduced as they move through the sales cycle. You start off with a large number of prospects – a number that shrinks as information is provided and contacts made. That however misses the point of what is currently described as a funnel truly is,” as was customary, The Detective paused giving me an opportunity to interject, or to simply request he continue.

“I’m confused sir. How does it miss the point? What else is a funnel sales or otherwise?” I asked, knowing this would trigger the explanation The Detective was so obviously hoping to provide.

“Ah Watson, a modern sales funnel, one that would be used by marketers such as ourselves, is far more complex, perhaps even more elegant. In the past, this funnel represented advertising to some prospects to get them interested, calling them to gauge their interest, sending them sales literature – brochures and the like, calling them again to make a trial close, then finally going after the final close, so that a few clients would drop out the end of the funnel.

“Today’s sales funnel would be more like a fun house maze. If you take a certain action, you may go in a completely different direction. It is not a straight path. How you respond to your prospect is totally dependent on how they respond to you. Did they open that email? Did they watch that video? A real sales funnel has multiple paths to get to the final destination – a sale. The beauty of it all? The tools to do it are all there for us to make this happen!” The Detective finished with a flourish.

“Fascinating, sir! I don’t believe I have ever thought of it that way,” I responded quite pleased with the way this had ended.

“Quite, Watson,” The Detective said, ending today’s discussion.

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.

Sales Funnels – What You Might Be Missing

Funneling Your Leads Down The Drain

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