When I was a kid, I wanted to be a detective. Detectives are cool because they start with a hunch and then put together the facts. The more facts they can put together, the more “airtight” their case becomes. The airtight their case becomes, the more successful they are when bringing the villain to justice.
If you want a successful sales funnel for your business — one that churns out one Customer after another — you need to be a detective.
People have problems and needs and they are willing to spend money to solve their problems and fulfill their needs. But they’re also skeptical about whether a proposed solution will do what it says, and, they are reluctant to part with their hard-earned money.
People want to solve their problems and fulfill their needs but that skepticism and reluctance keep them from trusting and eagerly buying from you. As you use marketing and sales techniques to move your contact through your sales funnel, you will start to break down the barriers that the contact has put up. But you need to do a thorough job — you need to build a case in your favor and you need the eyes of a detective to look thoroughly at the situation and plug any holes in the case.
So business owners need to be detectives to build an airtight case that…
- ensures the product or service being sold is going to solve the problems or meet the needs of the contact
- addresses a contact’s skepticism and helps them to overcome it
- addresses a contact’s reluctance and helps them to over come it.
Build an airtight case about these three thing and your contacts will become Customers every single time. (Conversely, the fastest way to lose a sale is to not have an airtight case).
BUILD AN AIRTIGHT CASE FOR A CUSTOMER-GENERATING SALES FUNNEL
The first step is to create a 3-columned chart:
- In the first column, list as many problems, needs, or reasons that a contact has for buying your product.
- In the second column, list as many reasons that a contact has for not trusting you (i.e. they don’t know you; they haven’t heard good things about you; they don’t know of anyone else who has used your product, etc.)
- In the third column, list as many reasons that a contact has for not handing over their money (i.e. they don’t see the value; they aren’t sure if your product will work; they wonder what recourse they have to get their money back, etc.)
Make the lists long. Spend a few days on this and don’t worry if your lists get ridiculously long. The longer the better!
Once you have these super-mega-long lists, the second step is to think about where your contact is thinking about these things the most. For example, someone who knows they have a problem to be solved, but doesn’t know you yet, aren’t thinking about your guarantee. So make sure your guarantee comes after building a relationship. (That one was easy but some of them are harder to discern what comes first).
The third step is to address each one. If your contact doesn’t know anyone else who uses your product or service, get some testimonials. If your contact is a little worried about whether you provide value, give them case studies and lots of ROI measurements. If your contact is wondering whether the purchase is safe, make sure you highlight your guarantee.
The fourth step is to weave every single point on your three lists into your sales funnel’s marketing and sales content. So all that stuff mentioned above about the guarantee, testimonials, case studies, ROI, etc. should be created and integrated into your sales funnel.
The fifth step to watch your contacts closely to see how they move through your sales funnel. Are people hitting an invisible wall and no longer moving forward? Maybe there’s a problem with one of the messages you are using. Maybe it should go earlier or later in the sales funnel. Or maybe there’s a critical point you missed when you were creating your lists back in step one. Go back and rework those lists to build them out further.
A detective builds an airtight case by exploring every possibility and addressing it, and by finding gaps and researching diligently to plug those gaps. As a business owner, you can put on your detective’s hat to create a sales funnel that compels contacts to become Customers.