every business has a funnel
DESCRIPTION
Every business has a funnel. Ideal (profitable) customer. Funnel activities. Manage & exploit your knowledge. 2. 3. 1. The problem?. How can you find a more cost efficient way to acquire more profitable customers (leads )? . What’s the goal?. 1. How much of what do you need? ££££. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Every business has a funnel](https://reader035.vdocument.in/reader035/viewer/2022062815/568168ff550346895de00d22/html5/thumbnails/1.jpg)
Ideal (profitable) customer
Funnel activities
Every business has a funnel
![Page 2: Every business has a funnel](https://reader035.vdocument.in/reader035/viewer/2022062815/568168ff550346895de00d22/html5/thumbnails/2.jpg)
Manage & exploit your knowledge
2 3
Process
People
Profitable customers
Technology 1
![Page 3: Every business has a funnel](https://reader035.vdocument.in/reader035/viewer/2022062815/568168ff550346895de00d22/html5/thumbnails/3.jpg)
The problem?
How can you find a more cost efficient way to acquire more profitable customers (leads)?
![Page 4: Every business has a funnel](https://reader035.vdocument.in/reader035/viewer/2022062815/568168ff550346895de00d22/html5/thumbnails/4.jpg)
What’s the goal?
How much of what do you need?££££
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How will you measure success?
“Half the money I spend on advertising is wasted. The trouble is, I don’t know
which half.”
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Find the blocks to sales & marketing success
Ask what it isn’t working.
Ask what is working.
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![Page 7: Every business has a funnel](https://reader035.vdocument.in/reader035/viewer/2022062815/568168ff550346895de00d22/html5/thumbnails/7.jpg)
Walk the process4Ideal (profitable)
customer
Funnel activities
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1
Rule 1
If it doesn’t create a lead, or directly contribute towards closing a sale, don’t do it
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THE CUSTOMER’S POINT OF VIEW
You designed your funnel the way you hoped it would work…
Now is the time to design it as it should work!
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Get in the flow6
Ideal (profitable) customer
Funnel activities
=+++
1. Every activity, should link clearly to the next one2. Every activity needs to be thought through and clearly designed3. Every activity should contribute to moving the lead through to winning the
business
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Sales says…
communicateMarketing says…
Procurement says….
Engineering says…..
Sales support says…...
Customer says, I want ……
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Get people to communicate
Ideal (profitable) customer
Cross functional team activities
=+++
1. Everyone who contributes needs to know how they fit in and how they whole process works
2. Arrange process mapping conversations3. Appoint a ‘responsible’ team leader
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2
Rule 2
Find out who does what to contribute to the process and get them all to communicate
with each other
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Use technology as an enabler
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Ideal (profitable) customer
Right solutions, fit for purpose
=+++
1. Map out your technology, that you a) use and b) need2. Ask, is it fit for purpose?3. Technology is an enabler, not a driver
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Rule 3
Automate what you can. Don’t re-invent the wheel.
Right solutions, fit for purpose.
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Develop your customer base
2 3
Who
What
Profitable customers
How 1
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Ideal (profitable) customer
Suspects, prospects
Every business has a funnel
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What makes an ideal customer?
Who needs what you are selling?
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What are you selling?
What needs does it address?
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What are your key messages?
How do you tell them what you do and how you can
help?
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What’s in your funnel?
How are you going to fill it?
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prospect is not aware they have a problem, or you / your products & services exist
prospect has a problem and is looking for a
solution
How do you raise awareness & get found?
Identify ideal
customer
Find
Attract
Keep
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Ideal (profitable) customer
Funnel activities
What are you doing to fill your funnel?6
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Jacqui Malpass
www.jacquimalpass.com