Most sales funnel models I’ve seen begin with the idea of making a lot of contacts which should generate leads and then (you) ultimately convert those leads into clients.
In all honesty, it’s not a framework from which anyone should operate from, ever.
Let’s take a look at the first layer of your funnel, ‘contacts.’ As you know, not every contact you make is equal in value or importance. It’s up to you to quickly determine the meaning of a connection, as well as what category you should place this contact.
From a dog’s perspective, it’s straight forward; friend, foe, or prey. Should it be any different for you?
Consider that there are only three types of customers:
1) Those that are clueless and want to hire you, the expert, to help them
2) Those that have educated themselves on some aspect and feel a sense of obligation to go alone
3) Those that will never hire you, do not have a clue, and are determined to learn the hard way
With this in mind, not every contact should make it into your funnel. Of the 3, only the first two can be considered a contact with the possibility of becoming a qualified lead.
Let’s slide down the funnel to ‘leads,’ shall we? From a dog’s perspective, again, it’s straight forward; play and socialize.
It’s about building relationships of trust and nurturing those leads with timely and relevant information so that when your lead is ready to become a client and decides to purchase your service or product; they’ll not only purchase more of your products or services, but they will happily spread-the-word about you and your business. .
Once this contact has made it all the way down your funnel from a qualified lead to a client, it’s important to understand that these relationships aren’t automatic. Establishing trust is the foundation of a great expert-client relationship. And this trust must be maintained in much the same way you would earn a dog’s trust – by taking him or her on daily walks.
Keep these things in mind and practice, and you’ll have several best friends for life—you, your client(s), and your dog.
If you’re interested in learning how to leverage your expertise by applying effective content marketing strategies, start here by reserving your seat to our ‘Content Marketing That Works Like A Dog’ Webinar on Tuesday, January 10th, 2017 @ 3pm EST.
P.S. We have very limited seating, so reserve your spot today!!!
At Luma Spark, we counsel many clients on monetizing their expertise not just through the services they offer, but by developing highly-optimized content that leverages emerging platforms and technologies to deliver a better service and/or product – one that meets the evolving needs of your existing and potential clients.