Your sales funnel is a story (but not the story YOU think it is!)

Humans are wired to engage with stories. We use stories to share our history and teach future generations. We use stories to sell.

Your sales funnel is also a story… but it’s not the story YOU think it is.

Your sales funnel is not the story of your business.

YOUR SALES FUNNEL IS THE STORY OF YOUR PROSPECTIVE CUSTOMER

To show you what I mean, consider the elements of any good story:

  • A fish-out-of-water hero
  • A problem or situation of great personal cost to the hero
  • The quest/struggle/conflict that the hero faces in trying to resolve that problem or situation
  • The climax of the story is the point of the most intense struggle
  • The hero resolves the conflict and lives happily ever after

In your sales funnel, your prospective customer is the fish-out-of-water hero experiencing a problem or situation of great personal cost. They’re in a struggle to resolve the problem.

Your business offers a solution but it wouldn’t be a good story if the hero resolved the problem in chapter 1, before it really became a problem, right? Instead, the hero lives with the problem and realizes with increasing clarity just how serious the problem really is. As the problem becomes a greater and greater cost to the hero, they seek a resolution. And this is important: Note that the hero resolves the conflict themselves.

HOW MOST BUSINESSES SCREW IT UP

Most businesses try to be the hero of the story and they view the prospective customer as the sidekick. They try to lead the prospect on a quest… and they end up trying to cram the solution down the prospect’s throat in chapter 1 of the story.

WHAT TO DO RIGHT NOW

Your job as a salesperson or business owner is to help the hero through the story by pointing them the way to the solution. Let your sales funnel hero discover the solution themselves and resolve the problem themselves as their own story unfolds. Review your marketing and sales efforts and make sure that you are helping move the story along by highlighting the problem and showing your sales funnel hero what the solution is.

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