salesfunnel

Every business has a funnel Ideal (profitable) customer

Funnel activities

Manage & exploit your knowledge Process

Profitable customers

People

Technology

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The problem? How can you find a more cost efficient way to acquire more profitable customers (leads)?

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What’s the goal? How much of what do you need? ££££

2 How will you measure success? “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”

3 Find the blocks to sales & marketing success Ask what it isn’t working. Ask what is working.

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Walk the process Ideal (profitable) customer

Funnel activities

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Rule 1 If it doesn’t create a lead, or directly contribute towards closing a sale, don’t do it

5 You designed your funnel the way you hoped it would work… Now is the time to design it as it should work!

THE CUSTOMER’S POINT OF VIEW

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Get in the flow Ideal (profitable) customer

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Funnel activities 1. Every activity, should link clearly to the next one 2. Every activity needs to be thought through and clearly designed 3. Every activity should contribute to moving the lead through to winning the business

communicate Marketing says…

Sales says… Procurement says….

Sales support says…... Engineering says….. Customer says, I want ……

Get people to communicate

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Ideal (profitable) customer

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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 conversations 3. Appoint a ‘responsible’ team leader

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Rule 2 Find out who does what to contribute to the process and get them all to communicate with each other

Use technology as an enabler

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Ideal (profitable) customer

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Right solutions, fit for purpose 1. Map out your technology, that you a) use and b) need 2. 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.

Develop your customer base Who

Profitable customers

What

How

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Every business has a funnel Ideal (profitable) customer

Suspects, prospects

1 What makes an ideal customer? Who needs what you are selling?

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What are you selling? What needs does it address?

3 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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How do you raise awareness & get found?

prospect is not aware they have a problem, or you / your products & services exist

prospect has a problem and is looking for a solution

Identify ideal customer

Attract

Find

Keep

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What are you doing to fill your funnel?

Ideal (profitable) customer

Funnel activities

Jacqui Malpass www.jacquimalpass.com