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.

10 ebooks a lending or leasing professional should write

Lending and leasing professionals should offer some of these ebooks for free to help position them as experts in their market, or for sale to help generate a passive revenue stream.

  1. Leveraging: How to make money with borrowed money.
  2. How to improve your credit to get more money at a lower interest rate.
  3. How to understand a lending agreement (including: What clauses to watch out for and what a stated interest rate really means).
  4. A decision-making framework to determine whether someone should buy something outright or lease it.
  5. A borrower’s “101 guide” to understanding interest rates: What is interest, why does it fluctuate, etc.
  6. How to borrow money like a pro: Getting what you need, paying it back on time.
  7. Troubleshooting your loan: What happens if you forgot to pay; what happens if you are unable to pay, etc.
  8. How to be a loan officer/loan broker.
  9. Top tips and ideas to borrowing and paying it back from real borrowers.
  10. How to extend the life of your purchase (with care, maintenance, upkeep, upgrades, etc.)

10 ebooks a private equity professional or venture capitalist should write

Unlike many other professionals in the financial industry, private equity and venture capitalists have the unique benefit of not really needing to chase after clients – rather, they have the opposite problem of culling through a big list of potential clients to find the right ones. And in some cases, they might also have multiple audiences to consider: Prospective clients who are looking for capital, existing clients who already have capital, and joint venture investors who will be investing some of their capital.

  1. How to start a business.
  2. The investible business: How to build a business that VCs will WANT to invest in.
  3. The perfect pitch: How to create a sales pitch without the BS.
  4. Understanding corporate structures and share structures.
  5. A collection of case studies of your most successful investments and how your money helped to make the business great.
  6. How to evaluate companies as a VC or PE professional.
  7. A collection of top tips and ideas from VCs or PE professionals for business owners who hope to get capital for their company.
  8. How to work with a board of advisors.
  9. You’ve got some money from your VC… now what?!?
  10. How to become a private equity professional or venture capitalist.

10 ebooks a collections or accounts receivable professional should write

Professionals working with accounts receivables work with two groups of people – the departments or companies that are owed money and trying to get it collected (by using your services) and the people or businesses who are not paying. The ebooks presented below each address one of these two groups.

  1. Understanding credit and debt.
  2. Bankruptcy and alternatives.
  3. What happens when you owe money.
  4. How to make more money.
  5. How to save more money.
  6. How to protect your wealth.
  7. Risk management best practices to keep people from owing you money.
  8. 9 places in life where you are losing money.
  9. Top tips to help you pay back what you owe.
  10. How to succeed as a collections professional.

10 ebooks a financial advisor should write

As the economy crumbles and peoples’ portfolios are decimated, financial advisors have to work harder than ever to gain the trust of their potential clients. Ebooks can help to establish expertise and demonstrate value. They offer another advantage as well: Written correctly, they can help to make the client an integral part of the financial planning process (without erasing the need for a financial advisor’s invaluable advice).

  1. How to build wealth – ideas, techniques, strategies (and scams you should watch out for).
  2. How to decode today’s troubled economy.
  3. Why your investment portfolio is just part of the larger picture – how insurance, mortgages, wills, and tax planning (etc.) work together to protect and build wealth.
  4. How to understand the stock market.
  5. Where should I invest next? (This is a question many people are asking and you can write this ebook while remaining SEC compliant! Use this ebook to instruct readers about stock market basics and portfolio management, and educate them about timelines and goal setting).
  6. How to understand what your investment portfolio is and what “tools” do you need to manage your portfolio?
  7. How to read the stock market (This is a good one for your clients who rely on rumors and tips they’ve overheard from their unqualified-to-invest neighbor).
  8. How to develop your own personal investing philosophy.
  9. Step-by-step to financial mastery: How to minimize debt, get control of your finances, and improve your net worth.
  10. Why gold should be part of your portfolio. (Or change gold for any other type of investment you recommend)