A simple version of the sales process funnel
Know: If you want to do business with someone you’ve got to give them the chance to get to know you. That means that you’ve got to have information about your business available and delivered it through the right channels. That’s why its so important to have a good website, a blog, and to utilize social media.
Your website is the hub of your inbound marketing brand. All of your efforts through social media, blogging and participation in industry related blogs act as spokes pointing back back to your website. Your site should tell your businesses story and contain several compelling offers.
Blogging allows you to publish a lot of information about your business that can be catalogued by search engines making you findable and should be the backbone of your seo campaign.
Social media helps change the context of your message and can make your message deliverable to an audience that might not normally view it.
Like: Once your prospect gets to know you through the channels mentioned above you’ve got a chance to establish a relationship with them. By responding to comments that prospects leave on blog posts, communicating via services like facebook, linkedin, twitter and email, and providing valuable information and resources that helps your prospect gain understanding of a complex issue or solve a problem you’ll open the door for a friendship in which both of you can win.
Trust: This element is the one that often gets looked over in the business world. Once you’ve gained a relationship with a prospect it is critical that you do what you say you would do and that you focus on building the relationship instead of simply going after the sale. I know it may seem counter-intuitive to put the sale off at this point, but if you sell before you have gained your clients trust you will have problems. Before the sale occurs both you and the prospect must have a clear understanding of what your roles will be in the deal. You must determine if you fit the role of a supplier and if the prospect fits the role of an ideal customer before continuing on to the sale. Your prospect might not need your particular solution but may be a great source of referrals. Either way at this point your prospect has become a tangible asset. If you’ve established the trust factor and open communication before the sale then you’re customer is your partner in making the deal go through and things will go much more smoothly.
Try: In the trust phase of the process we talked about determining an ideal fit. Adding a try stage to your process can work wonders for determining that fit and generating referrals because your prospect knows, likes, and trusts you. Allowing the prospect to play the role of a customer by trying a sample of the product offering before purchasing the product can also increase the likelihood that they will make the purchase because the their perception of risk is much lower when they know that they can back out of the deal without a hassle.
Buy: Finally we reach the stage where you get some direct compensation for all of your hard work, but wait… the job isn’t finnished, rather it’s just begun. You’ve now got a customer that knows, likes, and trusts you. They’ve received the benefit of the resources you’ve offered through your inbound marketing campaign, tried your product without risk, and made the purchase. You have both determined that you have an ideal fit in your roles so now it’s time to get some valuable feedback about your product, testimonials, and referrals from your trusted friend. If you can keep the relationship alive then you’ve got a valuable resource to help take your business to the next level and business between you should continue as long as the prospect has a need to be filled as competitors will not have the advantage of price competition because you have developed product and brand differentiation.
There it is as simple as it can be.
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