What Is A Sales Funnel?
A sales funnel guides a potential customer through the 4 stages of a sale. The ultimate aim of a sales funnel is for them to make a purchase, however, a good funnel will also develop a relationship with your potential customer and get them to know, like, and trust you.
This means that even if they aren’t in a position to buy from you right now, you will be their first choice when they are ready to make a purchase in the future.
What Are The 4 Stages Of A Sale?
The 4 stages of a sale are Awareness/Attention, Interest, Desire, and Action. Different approaches to copy will be needed at each of these stages to make your message the most compelling and effective it can be. An email funnel is a brilliant way to guide a prospect through each of these stages, however, the 4 stages still apply regardless of whether or not email marketing is used.
Stage 1: Awareness/Attention
People can’t purchase a product or service unless they know that it exists. To target potential customers at this stage, focus on building awareness of your brand and catching people’s attention.
Creating social media content that followers will share, advertisements, and appearing in search engine results are great ways to increase awareness of your brand and make people want to know more. Satisfied customers may also recommend you to their family and friends, so you could consider offering referral incentives to encourage this.
Stage 2: Interest
Your potential customer is aware of what you offer and has started to think about how it could improve their life. Your product or service may fulfil a specific want or need (e.g. a yoga mat), or be more aspirational (e.g. an online course). They will start to do research, look at reviews, and compare you to your competitors.
To take someone from being ‘aware’ of you to ‘interested’ in what you have to offer you want to make the benefits of your product or service clear so that people can consider how buying from you would enhance some aspect of their life. Your website and social media pages are great places to do this. You could also encourage people at the ‘interest’ stage to subscribe to an email marketing list by offering a discount or a valuable lead magnet.
Stage 3: Desire
This is the stage where someone goes from liking what you have to offer to wanting it. They are convinced that your product or service will improve their life in some way and is superior to what your competitors have to offer.
To guide a potential customer from being ‘interested’ in what you sell to ‘wanting’ it, make it clear what sets you apart from your competitors and focus on overcoming any common objections. You could utilise reviews or testimonials from satisfied customers while also highlighting how your product or service can improve people’s lives.
Stage 4: Action
This is when a person goes from ‘wanting’ something to signing up for a service or buying a product.
The amount of time it takes for someone to go from the ‘desire’ to the ‘action’ stage varies and will depend on a number of factors. They may need to save up or wait until they get paid, be waiting for an existing contract to end, or be waiting until they have more time.
Special offers, discounts, and limited-time deals could give someone the nudge they need to go from the ‘desire’ stage to taking action. If you offer anything which reduces the risk to the customer such as a money back guarantee or a simple returns policy, making them aware of this could also lead to them taking action.
What Happens Next?
If you provide any products or services that will help your customers get the most out of their purchase, be sure to make them aware. Once a customer has purchased from you and is happy with what they have bought, they are more likely to buy from you again.
While they will still need to develop an awareness, interest, and desire for these additional products or services, this process will be shorter as they already trust your brand to deliver products or services that they enjoy and/or get value from. Therefore taking action will not seem like such a big step.
Would you like some help guiding people through these stages? Professionally written copy connects with your target audience, gets them to know, like, and trust you, and encourages them to take the desired action. Get in touch here to find out more.