DRIVE THE DIGITAL SALES FUNNEL

Your Guide to Attracting and Retaining Clients Online

Computer Screen that reads 'Do More', which is part of driving a digital sales funnel

In today’s marketplace, simply having a current website along with social media channels are not enough to generate traffic and engage your target audience. This is especially true in the digital marketing world, where it’s essential to create a digital sales funnel in order to attract and retain clients. 

Create the Funnel

A digital sales funnel is a combination of tactics used to bring traffic to your business’s digital platforms and sustain it well enough to convert it into a loyal client base. Essentially, a funnel is the roadmap you use to drive your digital traffic to your website – the hub of all online purchase/service details – and make a sale or close the deal. 

To optimize customer interest and retention, your digital sales funnel needs to accomplish a few key goals: 

  1. Grab the person’s attention;
  2. Tell them a captivating story; 
  3. Present your offer (that they can’t refuse).

Use a Powerful Plan

Digital marketers typically use the AIDA model when implementing a sales funnel. It’s a handy framework when setting up a plan:

A – Awareness: Get the potential customer’s attention

I Interest: Pique their interest 

D Desire: Make them want your product 

A Action: Ask them to buy your product

If you want to capitalize on the AIDA model, it is important that your business has an effective sales page or a landing page.

To the general consumer, this web page looks like a

 homepage or an additional page to your website –

Create a digital sales plan

 with specific details on the product or service you’re selling. The landing page is an addendum to the website but isn’t typically accessed through the website. The potential customer may have never visited your site, but they’ve been directed to the landing page from either a digital ad on social media or other tactical methods, such as an eblast or newsletter link. Analytics incorporated into the digital ad directs it to your target audience and potential customer. Voilà, you’re getting in front of a captive audience.  

Build It and Drive It

When you’re building the landing page, it should include the following features:

  1. A headline that conveys how your product will make the potential customer’s life better.
  2. A subhead that provides more information as to what you are offering.
  3. A list of features the product offers.
  4. Social proof (or legitimacy) of a product’s benefits; for example, testimonials from clients, third-party statistics on business improvements, etc. 
  5. A promise that backs up your product/service. When possible, we suggest an offer with a money-back guarantee.

Get the Leads

Once you’ve created an effective sales page that gives potential customers access, it is equally important that you create a valuable lead magnet. A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details like emails and phone numbers. Remember, your objective is to build trust – so you’re offering to give up value-added information on goodwill for direct access to a potential client.

The best lead magnets also offer a solution to a problem. An ebooklet/report, webinar or an online mini-course are all valuable lead magnets that not only educate the consumer but also demonstrate your company’s expertise about potential problems – even before a purchase is made. 

Let’s take the example of a webinar. This lead magnet allows you to communicate with hundreds of people from around the world, while simultaneously keeping your audience engaged by asking and answering questions. Ultimately, this level of engagement shows your audience that you are invested in your customers’ well-being and, therefore, may convert them into possible customers. 

Drive Happiness

Once you’ve converted traffic to a new customer, there’s still one last step in your digital sales funnel process. Create a follow-up email sequence to confirm a customer’s commitment to your business.

It’s a great way to tell the new customer you acknowledge them, but most importantly, to also let them know that they’re valued. In this email, feel free to detail many of the services your business provides in addition to a product/service the customer has purchased to further engage them and coming back for more. A happy customer will continue to use a business that delivers and they trust.

RISE ABOVE YOUR COMPETITORS

7 Key Tips for Shaping a Powerful Elevator Pitch

elevator pitch

In today’s business world, we all know that communication can be a power conduit to help sell your brand and its image. To ensure your brand engages your target audience, a vital communication strategy is to develop an effective elevator pitch.  

Here are our top tips for shaping a pitch that is sure to position your business above competitive brands.

1. KEEP IT SIMPLE

Like anything in life, we prefer to take the simple path, rather than follow a complicated one. Your elevator pitch should be no different. A powerful elevator pitch grabs the target audience’s attention with a hook, then expands to detail your brand’s objectives as clearly and concisely as possible. Your pitch is an opportunity to emphasize what your audience will gain from investing in your business – for example, the problems it can solve – and the role they play. 

2. ENCOURAGE A RESPONSE

A powerful elevator pitch entices your audience to actively want to learn more about your brand. To ensure your audience is interested and engaged, you’ll want to encourage the listener to ask the right questions. Some questions may include:

What do you do exactly?

Present a brief rundown of the company’s history, including an integrated explanation of what led you to your current endeavour. Take your cues from them – if they’re looking for me, it might be a good time to detail some previous experiences and success stories. 

How are you unique from your competition?

Highlight exactly what specific features advantageously set you apart from other competing companies. For example, you might tell them how your brand is modelled toward helping other small businesses.

How do you help your clients? 

 

Specify particular features and strategies of your services/products and how they manage and ensure client success.  

3. SKIP THE INDUSTRY JARGON

An effective elevator pitch is free of professional jargon and concepts that are only prevalent to fellow colleagues. Your audience is more likely to invest in your brand if they understand your objectives and goals. Keep in mind: you’re connecting with an individual, so talk to them using conversational – not clinical or technical – language. 

4. PRACTICE, PRACTICE, PRACTICE

At Integram, we use our Brand Essence framework to shape an effective pitch. If it helps, write it out, whatever your frame of reference. Some key points include:

– Company history and business plan

– Problems you tackle/resolve

– Client successes

Ultimately, an effective pitch is second nature to any discussion. It shouldn’t sound like you’re reading from a script. In order to deliver a compelling pitch, practice it…as often as you need to before it feels natural. Say it in the mirror, or to yourself while you’re driving, cooking or when lying in bed.

5. SHOW YOUR PASSION

The expression in your delivery is as impactful as the words you use to phrase your pitch. Remember, you’re speaking to a person, not a robot (at least I hope not!) – and people are more likely to react to something they feel in your delivery.

6. BE CREATIVE IN YOUR APPROACH

More often than not, a successful business is able and willing to make structural changes and experiment with other alternatives, if necessary. Your pitch can be equally experimental, especially if you’re trying to stand out. 

A few suggestions on being more creative with your pitch include tailoring it to the company or audience to whom you’re presenting. If you’re pitching to a golf store, try using golf visuals or terminology whenever possible. For example, “Partnering with my brand is a bogey-free collaboration.” Incorporating relatable and relevant stats is another helpful approach in creativity when presenting your pitch. 

7. CREATE AN ACTION

When it’s all said and done, a powerful elevator pitch entices your audience to buy your product or service, or at least invite an opportunity to learn more. To ensure your business is on the right path to success, make sure you have a plan or process in place that proactively addresses the next step. Have you set a date to meet again?  Do you have a booking system that arranges and secures the next meeting? The end action should be to seal the deal. 

5 EFFECTIVE STRATEGIES TO CLOSE THE SALE

Everyone is in Sales.

We all want to be more persuasive and influential with those people in our lives. In sales, no matter the industry, getting customers to say yes is the secret to increased revenue and profit. In fact, there has been more than 80 years of psychological research into why people say yes. But is there a technique that works best for your business? 

Here, we’ll focus on 5 surefire strategies to help you close the sale.

1. DECIDE WHAT YOU WANT

One of the first rules to asking for the business is to know what you want. Many of us think we know what we want, when instead we are uncertain. With a specific goal in mind, we will know whether an appointment has been a success. As you prepare for a client meeting, take a few minutes to plan it out and think about the results you want.

You might want to ask yourself some of these questions are you prepare:

  • Why is the client coming to meet me? What is their primary need?
  • What needs do I foresee that they might not?
  • What questions do I have for my client? 
  • When the client thanks me, what will I say?

2. MAKE CONCESSIONS

When there are two options to sell something to a client, which option do you present first? Assume both options meet the customer’s needs but they’re not the same.

Many people in sales offer the lower-priced option first because they’re afraid the customer will say no. This fear of rejection is a normal response because they take this rejection personally. Therefore, to avoid this rejection, they offer the lower priced item first in the hopes the customer will say YES. 

In the banking business, each bank has a range of service charge packages that run from $3 a month to $29 a month. These service charge packages can be offered at the branch by a sales professional or customers can choose the package online. Who do you think sells more of the most expensive service packages?

Research shows the web outsells the branch staff by a ratio of 5 to 1. Why? The answer is simple: when you go on the bank website, the most expensive package is listed first and now the customer knows what is available and can make the right decision for themselves. When the customer goes into the branch, the staff don’t believe anyone would pay $29 for a package so they offer the lowest one first and therefore sell more of the lower cost packages.

3. START ON A HIGH

 Startup managers presenting and analyzing sales growth chart. Group of workers with heap of cash, rocket, bar diagrams with arrow and heap of money. For business success, marketing, profit concepts[/caption]

The way you display products matters. What could be the financial impact of making a simple change in the way we offer our products and display them?

Take note of this example. A number of years ago, I was advising a sales team who sold pool tables. They were rarely selling any of the higher end pool tables and wanted to increase sales of their higher end tables. The first thing I noted was that the showroom had a random layout for the tables. There were higher priced units mixed in with lower priced tables. The first thing we did was change the layout. We set the highest price tables at the front and worked our way to the back by price so the lowest priced tables were at the other end of the showroom. 

The change was almost immediate. The store started to sell more of the higher priced tables than they ever had before. Shoppers looked at the high-end tables first and loved all the features so it allowed them to see what was available before they moved on to the other tables. 

Here’s another example of businesses who use this principle effectively:

Most restaurants have a wine list and often list the wine with the lowest priced wine first. Simply changing the order of the wine will increase revenue significantly. 

4. ASK FOR THE BUSINESS – MORE THAN ONCE

A few years ago, I met a Boy Scout who was 10 or 11 years old in his scout uniform as I entered a mall. He had a little table set up beside him. He said, “Excuse me sir, I am selling tickets to the Boy Scout music jamboree this weekend. Would you like to buy two tickets? They’re only $20 apiece.”

“No, I’m going to be away,” I said. Before I could escape, this boy responded, “Well, if you can’t do that would you be willing to buy two or more of our chocolate bars? They’re only $2 apiece.” 

My immediate response was “yes.” Later, as I was walking down the mall, I stopped cold because I had realized that something important had just happened from a sales perspective. I don’t like chocolate and this clever salesperson had figured out a way for me to give him money for the chocolate I didn’t even like

This is a classic example of asking for the business. Even if the client says no, you can retreat to a smaller request in a way that the client will feel a certain obligation to say yes. 

5. IT’S MY PLEASURE

Eliminate the words “no problem” from your staff’s vocabulary after they have been thanked by a customer. I hear it all the time and this is what “no problem” means: A customer has gone out of their way to thank you and your response is basically, “Heh, it’s no big deal. I do this for everyone…you’re not special…it’s just part of my job, and I’m not really that good so I am surprised you’re happy.”

Acknowledge the thank you by simply stating, “It was my pleasure to help you today.”

As business professionals, I also suggest you consider a magic word in sales and that word is “I recommend.” If someone is looking for a new product or service you could say, “I recommend you look at this [product/service] first. Many of our customers are now using this product and noticing an improvement in their accuracy.”

People all want to deal with people they like. Therefore, greet your customers with an enthusiastic smile and remember their names. We all respond favourably when we hear our name.

Gary Ford, a sales trainer with Integram, is author of Life Is Sales.

BUILDING YOUR STORY

7 Steps to Communicating a Powerful Vision

Whether you’re looking to knock your next pitch out of the park or garner good press with a local news agency, effective business communication skills are critical to communicating your vision.

So, read on for some proven tips on crafting a powerful story that you can apply to your business today.

Determine your intention

Why and what do you want to communicate? Is it to highlight a service/product as an extension of your business or to highlight your team’s principles to build brand awareness?

For example, do you want to communicate that you’re an expert in small business marketing or a sensation at design and decor? Knowing your purpose keeps you focused.

Write it down

Get it down, or you can’t share it with the right audience. If writing or recording a video intimidates you, lean on employees who are willing to learn or be trained at a new skill. Of course, there are also professionals who can help with effective communications, whether it’s writing, editing or social media engagement. You’re not expected to put beautiful prose together like J.K Rowling.

Keep it simple

Clear, concise, succinct. Stay away from filler or what author Ann Handley calls “meandering” – she emphasizes that businesses should communicate ideas in a way that “respects the reader; to ensure that any content we produce doesn’t come off as indulgent.” We can get stuck in a loooong trail of writing that takes 10 words instead of 50. A good way to know if you’re getting stuck in that trap is to read your words out loud or to someone else.

Be authentic

Storytelling isn’t permission to tell a tale – especially one that isn’t true or genuinely your story. Too many communicators tell a similar story, one that follows a template or format, void of details or connection. A good story is real – it’s oozing with emotion, delivered with motivation.

Capture your voice

Use your words, your expressions. You don’t need to sound like that captivating speaker you recently watched on a TED Talk (although we all have our mentors who can model some good habits in delivering content). Deliver your message your way – but be sure to practice it, feel comfortable in your delivery and communicate it with confidence. A note about style: Stick to a conversational style versus one that’s scripted or clinical.

Write it for your audience, not your peers

Whatever you write has to be meaningful to readers. Remember, you’re building a relationship with them. It may not resonate with everyone, and that’s OK. A common mistake professionals make when trying to market to their target audience is writing for their peers, not the end user. Often times, they’re not one in the same.

Review & rehearse

This will separate the novice from the professional. We’re so used to hammering something out on the keyboard and pushing that send button without pause. But that’s not how the professionals do it. Even the most seasoned executive business coaches take their time with a manuscript, put it down, and come back to it. You want to come out strong and sharp.

CREATE A PLAN TO GROW

6 Surefire Strategies To Shape Your Vision

In our last newsletter, you learned how our 3 C process – Create, Communicate, Close – has proven to help our business clients grow. We use the framework to help small and medium-sized businesses develop while integrating a plan that ensures they build successfully for the long term. 

Here, we dive into our first C – CREATE – where we take you through simple and effective strategies to set you up for bold sustainable growth. 

Let’s get to it!

Know your why

Purpose is a powerful propellant. It guides our mission, fuels our efforts and helps us stay focused. Every successful business leads with their why

“People don’t buy what you do, they buy why you do it,” says Simon Sinek, leadership guru, author and inspirational speaker. Let’s take the example of Tesla. The company’s mission to “accelerate the world’s transition to sustainable energy” is all about why they are in business. What they do and how they get there – that is, to build compelling electric cars to market as soon as possible – follows their purpose. 

Taking the time to understand your why ensures you and the people who work for you know, at the core, why you do what you do and are then able to communicate it to customers. 

Questions that all businesses should ask themselves:

  • Why are we here?
  • What is our mission and passion?
  • Why do we go to work?

The answer to these questions is NOT “because I want to make money” (although that may be a positive residual effect of growing a business) but rather it might be “because I love and use the X product I’m selling” or “because I want to bring happiness to customers” or “because X business is in a growing industry and I want to be part of it.” Identifying your why influences all other decisions around the business.

Create a vision

Four years ago, one of our clients wanted to change the way his business was impacting the environment. As an architect (and partner to the home construction sector), he knew the housing industry was a big contributor to landfill waste, air pollution and energy consumption. So, he began to put a plan in action to become a sustainable architect, focusing his designs on buildings that have durability, longevity and resilience. Today, he has drastically reduced his carbon footprint with renewable resources, his business is growing and he’s never been happier about his contributions to his community and the environment at large.

The lesson here is to create a vision for the future you want. Even when that vision seems difficult (Apple was teetering on the brink of bankruptcy in 1997) focus is important. As Tesla’s Elon Musk often professes, don’t be afraid to think big.

Write it down

A vision can’t move forward without a written plan. When you write things down, you’re more committed and driven to reach goals. Planning for a sustainable future also requires a plan with longevity. Likewise, aligning your employees with a clear vision from the beginning gives them purpose and place in the continual growth of the business. It also strengthens the culture of the organization, which in turn drives productivity. When you write a plan and the team is behind you, you can create your future.

Plan with a SAP

Our Strategic Action Plan (SAP) helps clients determine three-year, one-year and 90-Day Sprint goals for their business. This type of planning requires a commitment to setting goals, actions to meet targets and flexibility to continually update plans and keep pivoting when necessary. Why start with three-year targets? While this is a shift from the typical one-year business plan, by focusing on three years before you chart your yearly and 90-day goals you begin with the end in mind.

One of the biggest reasons why strategic plans fail is that they are too complicated. Integram’s SAP, for example, charts goals in a simple, one-page format to provide a bird’s-eye view of targets. A simple plan encourages you to be clear, concise and concrete.

Ready, set, revisit

When to plan is equally important. Most businesses don’t make planning a priority and tend to revisit plans only when things go wrong and, subsequently, need to dig themselves out of a situation.

According to a recent study by Harvard Business Review, 85 percent of executive leadership teams spend less than one hour per month discussing strategy. Another 50 percent spend no time working on strategic plans. When it comes to communicating strategy, 95 percent of employees don’t understand the company’s efforts in this area. Researchers attribute the lack of attention to planning as one of the key reasons why businesses fail to meet their strategic targets.

It’s a common pitfall when business is doing well.

Planning needs to be a continual process so you’re ready for an uneventful situation (read: Covid-19). It allows you to forecast foreseeable issues and be ready to shift focus when necessary. Crisis planning, for example, may include selling merchandise through an online store in the event of a shutdown or to keep things afloat while the course is under repair.
The constant process of planning is vital because as soon as you implement a plan, it can be old, something can go wrong, or your competition has figured out a better solution. Don’t make planning “an event” but a “process,” explains Simon Sinek. “The process of planning” and not the plan itself is important. In other words, haphazard planning doesn’t make the cut.

Set the course to grow!

The final phase in our Create pillar is creating a unique and memorable brand identity that outlines key features such as the company’s principles and tagline, among others. This type of brand groundwork will set the foundation for the next phase, where you’re ready to build your story, shape it and share it to reach your target market.

…This takes us to our second C – communicate. Stay tuned for our next newsletter for more.

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