Building a Sales Funnel (That Sells)

A Little About Me….

So what exactly is a Marketing/Sales Funnel?

A structured method for developing products and/or service offerings at multiple price points, designed to entice prospects to first divulge their contact information, then make an initial purchase, followed by additional purchases. The Marketing Funnel, done right, maximizes the lifetime value of a client.

Some interesting facts…If you follow up with a web based lead in within 5 minutes, you are 9 times more likely to convert them.

The Best Time to email prospects is between 6:00am - 3:00pm

In 2007 it took on average 3.68 cold call attempts to reach a project. Today it takes at least 8 attempts.

Some interesting facts…

Email Marketing has a 2X higher ROI than cold calling , networking or trade shows.

A Nurtured Lead makes a 47% larger purchase that non-nurtured leads.

Why do people buy things?

Gain

Fear

Pride

Value

Imitation

The Sequence in Critical

Just like Dating….

Consists of ‘just’ 5 Things

1) The Lead Magnet

2) The Tripwire

3) Core Offer

4) Profit Maximizer

5) The Return Path

The Lead Magnet

The purpose of a “Lead Magnet” is to provide an irresistible bribe that hits your target market right between the eyes and compels them to give their contact

information in exchange for the promised “bribe.” The Lead Magnet needs to be specific, actionable and provide value beyond what would typically be expected. (In other

words, boring “me too” whitepapers don’t cut it.) Since

the lead magnet is typically the start of the funnel, it’s also usually the highest leverage point.

The Welcome Mat Offer

Once a customer has taken out their wallet, they're far more likely to leave it out and continue spending money with your company. You want to engineer your offer(s) to maximize the number of front-end conversions by keeping the price-point as low as possible. This is what the "Tripwire" is all about. A "Tripwire" can be a premium (i.e. a football phone or other gadget) or a low-dollar report or book, but it's typically less than $20 and is oftentimes offered for free with some form of shipping and handling charge. The key is, a monetary transaction must be processed...even if it's just $1.

The Core Offer

The core offer is the flagship product or service that your company is ultimately trying to sell. This is what you are known for, and this is where most of your time and energy is focused.

The Profit Maximizer

Whether it's an upsell (offering someone more of what they already bought) a cross-sell (offering them a related product or service) or a subscription (offering them access to a club, community or association), every offer needs something on the backend to increase immediate average customer value and overall engagement with the buyer. Because while a buyer is good, a multi-buyer is even better.

The Return Path

Thanks to the lead magnet offer, we now have the ability to go back to non-buyers and put them into a followup series to increase initial conversions. Equally important, we also have the ability to go back to our buyers who

didn’t purchase everything in the sales funnel (i.e. tripwire, core offer and profit maximizer) to increase the

average customer value. From “Soap Opera Series” to

“Survey Funnels” and even exit offer technology, you

need to have proven campaigns in your “bag of tricks” that you can deploy to generate additional revenue from

the traffic and leads you’re already receiving.

Will this work for you?

• ACCELERATED LEARNING

• LINKEDIN

• WEIGHT LOSS

• SELF-DEFENSE

• FLOWER ARRANGING

• CAREER ACCELERATOR

• RECOGNITION PLAQUES

• MMA GEAR

• ESSENTIAL OILS

• HR TRAINING

• MENU PLANNING

• VEGAN HEALTH

• FAMILY COUNSELING

• DIETING

• CONTRACTORS

•INSURANCE MARKETING

• ECOM ART STORE

• ECOM PRINTING STORE

• COLLEGE PLANNING • PITCH TRAINING

• TRUCK LINER

• FERTILITY COACHING

• WOMEN’S EMPOWERMENT

• WEALTH COACHING

• FINANCIAL PLANNING

• LOCAL MARKETING

• LANGUAGE COURSE

•IT SERVICES

• DENTAL PRACTICE

•INTERIOR DECORATING

• PRODUCTIVITY COACHING

• RESUME SERVICE

• SAFTEY TRAINING

• RISK MANAGEMENT

• FIREWORKS ECOM STORE

• WEBSITE SALES

• STOCK TRADING

• ECOM YOGA FOOD STORE

• SLEEP SOLUTIONS

• KITE SURFING

• TAX PREPARATION

• FENG SHUI

• HORMONE TREATMENTS

• LEAD GEN

• PHOTOGRAPHY

• REAL ESTATE AGENTS

• REAL ESTATE INVESTORS

• VIDEO SERVICES

• SURVIVAL GEAR

• TENNIS TRAINING

• YARN & KNITTING

• KUNG FU

• MUSCLE BUILDING

• DANCE INSTRUCTION

• RELATIONSHIPS

• SPORTS INJURIES

• DATING

• UI DESIGN

• MATCHMAKING

• BRAIN TRAINING

• COMMERCIAL REAL ESTATE

• PLUMBING ECOM STORE

• PERSONAL DEVELOPMENT • CONSULTING SERVICES…

Some Must Have Plugins

What is a lead magnet? A small “chunk” of value that solves a SPECIFIC problem for a SPECIFIC market that is offered in exchange for an opt-in.

Lead Magnet

The Welcome Mat Offer

Offers immediate gratification (no multi-day email courses, newsletters, podcasts,

etc…

Has a High Perceived Value

Has a High Actual Value (contains an “aha” moment

Can Be Consumed in 5 minutes or less

The Welcome Mat Offer

Offers an ultra-specific solution to an ultra-specific market

Promises 1 “BIG” thing (As opposed to a lot of little things)

Speaks to a known desired end result

The Welcome Mat Offer

An irresistable, super-low-ticket offer that converts prospects into buyers!

Once a customer has taken out their wallet, they're far more likely to leave

it out and continue spending money with your company. That's why you want to

engineer your offers to maximize the number of front-end conversions by

keeping the price-point as low as possible.

A “Welcome Mat Offer” can be a premium (i.e. a football phone or other gadget) or a low-dollar report or book, but

it's typically less than $20 and is oftentimes offered for free with some

form of shipping and handling charge

The key is, a monetary transaction must be processed...even if it's just

$1.

Welcome Mat Checklist

✓Low barrier to entry / impulse buy

✓Easy to understand and explain

✓Seamlessly leads to the core sale

✓Useful but incomplete

✓Brings Credibility

✓Has a high perceived value

✓Has a high ACTUAL value (positive first transaction)

Types of Welcome Mat Offers

Physical Premiums

Small but critical

Book or Report

Ala Carte Service

Software / Plugin

Webinar

What’s the one thing you can tell or show someone that will make them say

“WOW”

If you had 2 minutes to impress someone, what would you say, show or give them that would blow their mind?

2 Questions to ask when developing your Welcome Mat Offer

The Core Offer

The core offer is the flagship product or service that your company is ultimately trying to sell. This is what you are known for, and this is where most of your time and energy is focused.

Has to be an Irresistible Offer

The Profit Maximizer

Whether it's an upsell (offering someone more of what they already bought) a cross-sell (offering them a related product or service) or a subscription (offering them access to a club, community or association), every offer needs something on the backend to increase immediate average customer value and overall engagement with the buyer. Because while a buyer is good, a multi-buyer is even better.

Types of Profit Maximizers

Immediate Upsells

Cross-Sells

Slack Adjusters

Bundles & Kits

Value Buckets

Line Extensions

Affiliate / CPA Offers

Premium Subscription

Affiliate / CPA Offers

It Doesn’t Have to Be Your Product!

Recurring Billing

The Return Path

Thanks to the lead magnet offer, we now have the ability to go back to non-buyers and put them into a followup series to increase initial conversions. Equally important, we also have the ability to go back to our buyers who

didn’t purchase everything in the sales funnel (i.e. tripwire, core offer and profit maximizer) to increase the

average customer value. From “Soap Opera Series” to

“Survey Funnels” and even exit offer technology, you

need to have proven campaigns in your “bag of tricks” that you can deploy to generate additional revenue from

the traffic and leads you’re already receiving.

Constant Strategic Communication

Automated Followup

Exit Offers

Banner Retargeting

Custom Audience Marketing

Make sure you broadcast your email list at least once a week!

To Receive Several Checklists to get started with your sales funnel -

Text: SalesFunnel (your name &

email) to 38470

Questions / Comments?Dan Kaufman

@danielrkaufman

616.633.7117

dan@danielrkaufman.com