When we think of our business’ sales funnel, it’s easy to think of one sales funnel. But if you were to take a closer look, you’d discover that you probably have several sales funnels… even if you only have one product or service.
We’ll use my business as an example:
I really only sell one thing right now – writing services (i.e. freelance copywriting) – but I have a few different clients: Typically, I work with entrepreneurs who want to know about sales funnels and want some marketing advice and guidance, I work with financial entrepreneurs who need a financial expert to write about stocks and investment strategies to help them position their expertise, and I work with real estate investors who need a real-estate-investing-savvy writer to help them market their business. There are others but those are the big three that represent most of my business.
So although I have one product and technically one sales funnel, I actually have 3 types of customers I end up selling to. Since it’s not practical for me to run 3 different sales funnels, I run just one sales funnel but I have some subtle marketing differences to connect with each of these 3 differently.
In your business, it’s important to understand the difference between your customers.
Take a look at a cross section of your previous customers. Look at information like…
- How they found you initially
- Demographics (age, location, education, income level… whatever is relevant)
- Industry (if they are a business customer)
- Check out this target market analysis to help you
Then, look at how quickly they moved through your funnel and what they bought from you.
With this information, you can create brief customer profiles (just a paragraph with some bullet points should do the trick) and share it with your marketing team and sales team. Brainstorm how what kind of marketing messages and product benefits each profile responds to most and shape your marketing to connect with them.