The Fundamentals of Creating an Outstanding Sales Funnel

By Alex Espenson

A typical sales funnel is meant to gather as many potential clients as possible and then converting those clients into sales. In other words, it’s an effective process to find individuals who may need your particular services and make them your clients.

When you think of a funnel, it’s wide at the top and narrow at the bottom. So, think of the top of the funnel as representing the collection of as many potential clients as you can possibly get, while the narrow bottom represents the smaller number of prospects who you’ll successfully turn into clients.

To build a successful sales funnel, you need to understand how each part of the funnel works. An effective sales funnel primarily consists of four key areas:

1. Generate leads
2. Develop and qualify potential prospects
3. Transform potential prospects into a business opportunity
4. Turn prospects and opportunities into long-term clients

Here’s the science behind each one:

Generate Leads

Every sales funnel begins with lead generation. Remember the wide part at the top of the funnel? This is where it’s necessary to gather as many potential prospects as you can. And this part of the funnel is extremely vital; if you fail to generate enough leads, or any at all, your funnel will essentially be empty. If possible, consider working with a negotiation training specialist to help improve important client relationships and learn how to convert prospective leads into clients.

The question then becomes how to get your services and/or products in front of as many people as possible who may need what you’re offering? Here are some of the most conventional and proven ways to generate leads:

• Utilize every aspect of social media, including Twitter, Facebook, LinkedIn, Instagram, Pinterest, etc.
• Create blog posts or write articles regularly.
• Speak in public.
• Optimize your site to rank high in the search engines (SEO).
• Do a direct mailing.
• Follow-up referrals from past or existing clients.
• Attend various networking events relative to your business.
• In order to successfully generate a number of good leads, it’s all about recognizing what works for your particular business. Keep in mind that it’s crucial to connect with individuals where they already are and accommodate their unique needs.

Develop and Qualify Potential Clients

The minute a lead reaches out to you in any way, they instantly become a prospect or potential client. How can leads reach out to you or make contact? Here are a few common ways:

• Someone decides to follow you online via social media.
• Someone gives you their business card at an event.
• Someone sends you an inquiring email asking about your services.
• You chat with someone after giving a presentation about your business.
• Someone attempts to contact you by phone, fax, email, Skype, etc.
• Someone comments on one of your published articles online.

Once a potential client makes a first move, it then is up to you to keep the conversation alive and to keep them interested. By asking certain questions, you will show prospects that you’re interested in their problems and wish to offer them solutions. Be sure to ask engaging questions that will allow you to find out more about their issues. Ask questions such as:

• What challenges seem the most difficult for you to handle concerning your business?
• How long have you been in business and what do you love about your  business?
• What kinds of things are you currently working on?

Hopefully, as you continue to chat, you’ll develop a good rapport which will allow you to successfully connect. This also offers a good opportunity for you to qualify any prospects. By continuing the conversation, you’ll determine whom you can help and whom you’re better off referring to someone else.

Golden Opportunities

Quite often, you’ll discover that prospects will just naturally turn into golden opportunities and eventually clients. This typically occurs when:

• Someone makes a statement that you can help them.
• Someone specifically inquires about your services and/or products.
• Someone asks how much you charge for your services.

If a potential client expresses a true interest in your business, this is a prime opportunity for you to step forward and offer your help to them.

Converting Prospects into Clients

Once a prospect starts asking you questions, they’re getting close to the bottom of the funnel. Next, it’s up to you to close the sale. However, don’t appear “salesy;” be genuine instead.

At this point, you should feel somewhat comfortable with the prospect and have started the beginning of a relationship. If a prospect loves your approach, they’ll want to secure your particular services rather quickly. It’s all about the pre-sell and not coming across as overbearing or pushy. Once you gain enough experience, your prospects will eventually seek you.

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