Case study: Revamping a sales funnel incrementally

When your business is struggling with making profitable sales, sometimes what you need to do is revamp the sales funnel — basically take everything apart and rebuild your business from the sales funnel, up.

The benefit of doing this is that (if you plan correctly) you can do it fairly quickly, without a lot of disruption. However, it can be costly and it can be potentially disruptive… especially if you rely on the income you generate week-to-week. So the other option is to rebuild your sales funnel incrementally: To identify all the areas of your business that need to change and then to develop a plan to slowly switch over to a new sales funnel in a way that doesn’t diminish your ability to market and sell to the people in your existing sales funnel. It’s more time consuming and potentially more costly, and sometimes it can feel like you’re juggling A LOT of balls at once, but the benefit is that you don’t cut out a week or month of sales.

One of my clients, a real estate investor, was facing this very dilemma. His business was suffering because of a change in the economy and he needed to make some dramatic changes in his sales funnel. However, he didn’t want to be too disruptive to the people who were in his existing sales funnel. So we put together a plan to switch him over slowly. (Actually, he came to me with part of a plan in place already, as well as a website redesign already underway).

We laid out the plan step-by-step:

  1. First we would create content for his new website.
  2. Then we would create an autoresponder series.
  3. Then we would offer a free report to entice subscribers.
  4. Then we would start creating passive income products to extend his income-earning opportunities.
  5. After that, we would look at additional marketing plans to boost his marketing, once he had a more automated marketing/selling system in place.

As I write this, we haven’t finished yet. We’ve implemented someone of these things and the rollout is going smoothly. However, we haven’t finished creating and implementing everything just yet. As I said, it’s a long-term plan so it takes some commitment but building your sales funnel incrementally can keep your business running while you transition.

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