Comprehending the Sales Funnel Concept According to Brian Hawkins
Metaphorically speaking, a sales funnel embodies the pursuit of hitting a home run while contenting oneself with base hits. The immediate goal is not to make an outright sale but rather to focus on delivering value. Brian Hawkins emphasizes the significance of concentrating on providing value to potential customers instead of employing aggressive sales approaches. According to Hawkins, the process of constructing sales funnels entails creating a sequence of personalized experiences that add value.
Personalized Experiences and Value Contribution in Sales Funnels
From Hawkins’ perspective, the success of a sales funnel lies in establishing a series of experiences that attract and add personalized value to prospective customers. He suggests providing something meaningful with which they can relate, such as articles, publications, success stories, or identification of pain points.
Crafting an Effective Sales Funnel
When asked about setting up a sales funnel, Hawkins underscores the importance of understanding customers, comprehending their journey, and forging connections throughout the process. He asserts that one knows their customer better than an external agency, and that knowledge can be harnessed to establish an efficient sales funnel.
Personalization and Storytelling: Key Elements in a Sales Funnel
Hawkins highlights the pivotal role of personalization and storytelling in sales funnels. For instance, he mentions the success of a text message campaign during Black Friday that employed a personalized approach. The campaign was presented as a message from the owner of a fifth-generation business, inquiring why customers had not made a purchase.
Sales Funnels as a Source of Customer Insights
The sales funnel is not merely a sales method but also a valuable tool for understanding customers. Hawkins points out that whenever a customer reaches a specific page on the website, valuable information about their interests, industry, pain points, or geographical location is obtained.
In summary, a sales funnel goes beyond closing sales; it involves building relationships, delivering value, and gaining insights into customers. While it may require initial effort, with a well-designed sales funnel, the focus extends beyond immediate sales to establish a solid foundation for achieving more significant long-term results.