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Building a Sales Funnel

May 14, 2021

Do you have a sales funnel in your business? We all do!

However, is your sales funnel intentional? And have you considered the experience customers have when they're getting to know, like and trust you? Do you know what touchpoints you have? Have you got anything missing from your funnel?

All big questions! Join Bertie and Debbie as they delve into the sales funnel process and share their experiences of setting one up in their businesses.



Bertie: Oh,

Debbie: just checking out my guns.

Bertie: Good morning, Duda. How are you? I'm

Debbie: very well. I'm very well. How are

Bertie: you doing that very well. I see you in a nice new Frank, no Frank Feng Shui environment.

Debbie: So I don't know what you said to save environment.

Um, yeah, I'm in a white room that has been painted next time. Hopefully there'll be a hanging plant here and some pictures here, but it's, it's a room, um, in

Bertie: progress, assigns photo, you can just have behind, which would you like one of those. Signed photo

Debbie: of you?

Bertie: Oh, well, it's just, I ordered like 20,000 and no one's requested one yet. Anyway, thought you might be the first one. That's

Debbie: not what we're going to put in for sales funnels science. So that's the advice that you're going to

Bertie: get? Definitely not. So you've, you've blown it now. What were we talking about today?

Devery on business fund size live. That building a sales funnel.

Debbie: If you've got a sales funnel, say yes, in the comments, if you haven't got a sales funnel, say, no, we want to hear, have you got a sales funnel for your business? That would be interesting to see who thinks they have and who thinks they have it.

Bertie: So, yes, please let us know in the comments. Uh what's what's going off.

So do you want to kick off, dude? Shall I go? What are we doing? Oh, Nikki's not got a sales funnel. Nikki, what do you do? Yes,

Debbie: Nikki. So here's, here's, here's the thing, the kind of Makaveli and underhand of that question is that everybody has a sales funnel. It's just whether you're intentional about it or not because the sales funnel is just somebody who's never heard of you.

Somebody buys your stuff. And the funnel is what do they do before between never heard of you and buys your stuff. So there'll be some kind of customer journey or funnel that you take people on. Whether you're intentional about it. Meaning whether you put things in the way, wherever you, you know, um, are considered about what that journey looks like.

That that's the question we're asking you about. So Nikki's and artists, so people will buy your stuff, Nikki. So what are you doing to get them to find out about you? That might be PR social media, networking, all of that stuff. And how do you get them to buy your stuff? So it's. Everyone has a sales funnel.

What we're talking about today is how you can be a bit more intentional about

Bertie: it. Yes, absolutely. Ah, it's great. When word of mouth. Yeah. Word of mouth, is it? Well, you would call that like a touch point. That's where it all sort of starts. Right? I think where I get on my high horse, a little bit about sales funnels is one of those things that you see.

Often, certainly the stuff that, you know, like I'm exposed to an Instagram face, I use Facebook, but like Instagram ads, it's like, you know, have your seven figure sales funnel done by the weekend and all that other stuff. And I think sales funnel has almost got this. It's almost been sort of important this pedestal, like this magical dark hearts that you have to pay.

4,000 pound at the very least, for a course to teach you how to build a sales funnel. And of course, you know, there are these long complicated processes with like, you know, email opt-in lists that send out things. And when people click on here, it sends out other emails. Yes. That is a Salesforce. But that is a very extreme example of what a sales funnel would be and exactly what you were saying.

Most people, if not all, anyone that is selling something has a sales funnel. Even if it is Nicki who's coming to their, that she's done a piece of arts preached the piece. I don't know what you say. Do you say don't create it me at an M. So, you know, a piece of art now exists. Somebody has seen that.

They've told somebody else they've gone to unique. Uh, I'd like this. That is a very, very basic sales funnel. What you can then do is expand on that. Look at the bits that are working. So in your example, obviously you're right, is worth buying. People are spreading the word. So maybe you create an Instagram account showing you art, and actually the call to action at the bottom of each of those posts is.

You know, if you want a piece like this in your living room, DM me basic sales funnel. So that's how it all begins really. And I think where a lot of mistakes and made with sales funnels is people see these long, complicated processes that, you know, exist. They think, oh, I'll buy an off the shelf one and that's going to work.

But what works for one person doesn't work for another. And a lot of the time you can spend a lot of time thinking too far into the funnel. Um, and actually nobody gets over that first hurdle. It doesn't matter if you've got a hundred. Email, um, automations program to follow people up because no, one's going to get that fucking far anyway.

Right. So really have to start at the beginning with any sales funnel and just think about it logically. And that's where I get a little bit excited by the whole thing

Debbie: excited. So that initial stage of the sales funnel is awareness really isn't it? How do you know when it could be word of mouth? It could be social media that could be meeting people in person.

So it's almost like a step-by-step process. You've got awareness. Then you've got where you build a relationship with them. Then you've got like a consideration phase, then they're giving you their money. And then the end actually, a really good sales funnel is how do you turn them into repeat customers?

And how did you get in telling everybody how amazing you are? So it's kind of like, it's this whole process. Building awareness, getting them to consider you, loving your product, buying it, and then telling everybody else about it. And if you look at those steps, it's like, well, what can I do in those steps?

What could I do? And it doesn't have to be super complicated. Like Bertie said, it's just like, what can I do in those steps? And so for example, one of the last steps is how do I get of. Ask for them. I've worked with so many people and they're like, oh, I didn't think about just asking for them. It's like, just ask for a review to sometimes it is about just looking at those stages and going, what can I do simply to build that stage on or get more people kind of finding out about me or more people looking at my products.

So it's just that idea of being a bit intentional. Just thinking about that step-by-step thing. What can I put in that?

Bertie: Yeah, that and that's exactly right. And as Debbie says, like the sales funnel literally takes you right from that awareness and then it's to a acquisition, what point they're activated and then you've got retention referral.

And then ultimately the revenue is just generally a result of all these things, right? So the, the, the funnel just, and you're just gently moving a customer all the way through the trick with these funnels is to actually figure out which part of that funnel you need to be working. At the right time. So if you've actually got no customers coming through the door whatsoever, then it's all that awareness and acquisition.

You need to be driving people to you. But if you're spending time thinking, oh, actually like I've heard about how I could make this really automated, beautiful process and how to collect video testimonials. So I'm going to build this form and then people can do this. It's like, well, hang on a minute.

You've got no fucking customers. So we don't need to worry about that. Great idea, park it. When you're at the point where you need to focus on referrals, let's bring the idea back, put it into the spotlight and working with them, but it is all about focusing on understanding what point you're in at the funnel and say, for example, uh, Nikki, uh, the artist who, um, who commented earlier, if you've got loads and loads of clients and you're constantly painting, then actually like awareness and acquisition might not be the best thing it might be focusing.

Revenue and the pricing to actually try and, you know, drive that revenue, that part of the sales funnel. So it's very, very subjective, but you know, you guys, girls listening, watching at home can actually like, you know, take this stuff and apply it to you can deconstruct your own sales funnel no matter how basic it is and figure out what part you want to work on it.

And if you just focus on those parts, um, week in, week out and constantly review and change it, that will make a huge difference rather than just thinking. They're doing this, I'm going to do that. Or Debbie's done this new lead capture thing on her website. I'm going to go and rip that off. It's all about what is right for your business at that right time.

And this is the problem. When you go and buy off the shelf courses that promise you the world, they don't understand your business. And you know, you have to understand your business and you have to figure out what is the right thing to be working.

Debbie: Yeah,

you can draw it out like a funnel or you can draw like a road, you know, what are the touch points that you have with people on the road? What can you do? And essentially you're kind of thinking, is there a possible. Like, is there something that's happening along this road or this journey or this funnel where people aren't getting through.

And I sort of think it you're, you're making it tweaks so you can get as many people as you can from that awareness stage to buying your products. How can you just kind of tweak and oil it and get your spine as out and have a little play around? With that, and just look at where those bottlenecks could be and how you can pull as many people through.

And I love, you know, some of these, some of these sales funnels are super simple. So we interviewed a lady in our podcast who was making a six figure business, and she would literally post the image of the artwork on Instagram. She would say, this is 2000 pounds. You can split the payments into three. It's an original, the first person that DME gets.

Everybody got the fear of missing out. And she just sold so much artwork and a weirdly high price. She just priced things really high. She just went, well, this is what I want to get for it. She was making so much money and you see other people go, you know, I worked with somebody the other day, like a really small business.

And she was like, I'm not making any sales. And we went and looked to her marketing. It's like, cause you're not telling anybody you've got anything for sale. How do they know you've got anything sale for them? You're just posting nice pictures and Instagram. You've got to tell people that you're selling the stuff.

So sometimes it's something as simple as that can make the difference between making money and making no money. Just letting people know it's the sale. And not assuming people are going to make that leap of faith and understand that your product business, or service-based business, you know, it's okay to ask the

Bertie: sales.

It is. And I'm so glad that you brought up DM-ing in that example actually had a real live example of that because DM-ing is probably one of the most underused and underrated things within a sales funnel. So as an example, you know, taking any business as someone wanted to launch it, they would think, oh, well, actually I can't sell anything without a website.

And then I've got to think about all the other bits. It's like, we'll figure that bit out. Yeah, posting pretty pictures. See people want to buy it and ask them to the MEU. Yes. Then you're having to take off if they want to. Yes. You taking all that information and manually enter it and printing out labels if you're selling product based stuff and all that other stuff.

But it doesn't matter because if that works, then you can fix that problem. DM-ing isn't an unprofessional thing to do in, in any way, shape or form just DM-ing yet. If your DMS blow up and you suddenly, you've got 200 messages to do. It's a problem, but it's a nice fucking problem to have. And then we can deal with that problem rather than build a website where people can actually go through an order.

And then nobody orders that. Cause if you just spent 20 grand on a website, that's a bigger problem. Having to respond to 200 messages a day manually. I promise you.

Debbie: I love that. I love that. And also I was working with a client last week and, um, she provides a service and she's provided a service for like 17 years.

In the fashion industry and she wanted to move to one-to-one coaching and consultancy, but she felt that she couldn't do that because she hadn't got a sales page written and she wasn't on social media. So she'd come to me, teach me how to use social media. And I was like, you've got an email. Just email, all the people you've worked with and get your first client.

And she sent me a message messages that I've got my first client. And I was like, see, you could have spent months building an audience on Instagram before you felt like you could say I've got a product to sell. Sometimes just cut to the chase. It can feel like we need to do all this stuff. And sometimes it's just picking up the phone and going, do you want, do you want to buy my product?

You want to work with me and getting that first sale fruit will give you so much confidence and knowledge to then get the next one. And the next one, rather than feeling like you have to have all this marketing thing sorted and sewn up before you can sell anything. I think sometimes. All the social media does a disservice because you can just send out an email to 10 people and go, this is the price.

Do you want it? You only need one. Just, just get out there and tell people you've got something to sell.

Bertie: Exactly. Exactly. And yes, yes. Lead, there are websites out there that costs 20 grand that cost 20 quids, their websites out there that costs 200, 300 grand. It's all very subjective on the business.

Obviously. I'm not saying that. Would need, uh, uh, a 20 grand website and website start at 20 grand. Let's just put this into context and be sensible boys and girls don't do, how are we going to conclude today?

Debbie: Well, I think we've kind of said, keep it simple,

Bertie: keep it simple.

Debbie: Look at what you're doing. Look, if there's any bottlenecks, you know, if you haven't got any customers, then you need to build the awareness.

Sometimes it isn't about complex, lots of different things in place. It can be about just doing one thing, just posting up and saying, it's a sale, just sending out an email and saying, you've got a product for sale. Obviously the bigger your business gets, the more complicated that can get you can, you know, I love an email funnel.

You love an email funnel, email funnels. I love nurture sequences. I love Facebook ads. It can get, it can get more complex and then you can get more customers coming through, but it doesn't have to be.

Bertie: That's right. Yeah. So if you, if you find something that's working and then you're repeating processes over and over again, like, you know, going back to that DMA example, right.

If you are getting 200 messages a day in, that's probably the point then to actually test, to see whether people will go to a web form and automate that. But solve the problems when they come. So rather than thinking, oh, well what have I got? Loads of messages. Let's just see if that happens. First couple of days of pain, then we'll fix the problem.

So yeah, keep, always keep it simple. And I love the word bottleneck. W I use that one as well, a lot, as soon as you get a bottleneck, as soon as you're thinking, right, I'm head down now, printing out labels or doing whatever. Then fix that particular problem. And then what you're doing is you're slowly building a sales funnel.

That's based on evidence of things that's worked rather than assumptions of what you think will work. So yes, it's the flow of process, but every single stage of that is an informed decision and it will be better for you. And it will be better from your customers because it's tried and tested and it's yours and unique to your business.

And that is the best way to do it. You do not need to go and spend loads of money buying all fancy programs and stuff like that. Phew, phew ads on Instagram or whatever DMS done as stuffs some businesses. There we go.

Debbie: Yes. Yes. Yes. Thanks for watching.

Bertie: All right. Okay. Thank you very much. Tenant 10 live now business size, live 10 minutes to an hour, whatever we all know what it is.

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