Weekly Sales Funnel Challenge: Identify your Customer-to-Evangelist triggers

The Weekly Sales Funnel Challenge is a week-long challenge for business owners to focus on a specific aspect of their sales funnel for one week. It’s a fun way to keep you focused on one of the most important parts of your business. A new Weekly Sales Funnel Challenge is published every Monday and a wrap-up post is published every Friday.
Weekly Sales Funnel Challenge

In previous Weekly Sales Funnel Challenges, I’ve challenged you to think about the triggers that your contacts perform to advance from one stage of the sales funnel to the next. Some of them have been easy (for example, it’s easy to know when a Prospect becomes a Customer – usually because they buy something). Some of them have been harder (for example, when does an Audience contact become a Lead?).

In this week’s challenge, I’d like you to think about the Customer-to-Evangelist trigger – possibly the most difficult trigger of all.

Customers are people who buy from our businesses. Evangelists are Customers who tell other people. The trigger, then is usually some form of sharing – but what is it? That’s what is so hard for business owners to know. Does it happen when two friends are talking? Is it a link posted on Facebook or Twitter? Is it just a matter of proudly wearing the brand? There could be all kinds of triggers that transform a Customer into an Evangelist, and most entrepreneurs don’t know what those triggers are.

So this week, think about what the trigger is and when it happens.

Good luck!

Weekly Sales Funnel Challenge: Wrap-up

Earlier this week, I challenged you to figure out your Audience-to-Lead triggers.

In my experience, Audience-to-Lead triggers are one of the two most difficult triggers for business owners to identify, primarily because it’s hard to sometimes understand the difference between Audience and Leads. (The other one is Customer-to-Evangelists… don’t worry, we’ll cover that one soon).

So how did you do on this challenge? I’ll share my results:

For me, the action that an Audience contact performs to trigger their advancement to Lead stage is (usually) a click to my website. By the time they get here, they are looking for something specific (strategic solutions to marketing and sales problems).

Now, for some of you, a Lead might be someone who leaves their phone number or email address. Or maybe they download a free report. Or maybe they call for more information. Or maybe they leave a blog comment. Or maybe they follow you on Twitter (assuming that your Twitter primarily serves your Leads and not your Audience, of course).

And for some of you, there might be several triggers, depending on where your Audience member came from.

Stayed tuned for next week’s challenge!

Weekly Sales Funnel Challenge: Audience-to-Lead triggers

The Weekly Sales Funnel Challenge is a week-long challenge for business owners to focus on a specific aspect of their sales funnel for one week. It’s a fun way to keep you focused on one of the most important parts of your business. A new Weekly Sales Funnel Challenge is published every Monday and a wrap-up post is published every Friday.
Weekly Sales Funnel Challenge

In the past couple of weeks your challenge has been to identify the triggers that contacts in your sales funnel activate or perform to advance from one stage to the next.

We’ve looked at Lead-to-Prospect triggers (see the Weekly Sales Funnel Challenge and the wrap-up) and we’ve looked at Prospect-to-Customer triggers (see the Weekly Sales Funnel Challenge and the wrap-up).

This week, we’re going to look at your Audience-to-Lead triggers.

Once again, you need to identify who your Audience is, who your Leads are, and what specific action your Audience needs to take to become Leads.

Good luck!

Weekly Sales Funnel Challenge: Wrap-up

In this week’s Weekly Sales Funnel Challenge, I asked you to identify the triggering action that your Prospects perform to advance from the Prospect stage of your sales funnel to the Customer stage.

I can probably guess at the outcome for many of you:

  • If you sell digital content, your trigger is a “buy now” button.
  • If you sell services, your trigger is an email or telephone call or a nod of agreement affirming the sale.
  • If you are in retail, your trigger is when a customer brings their purchase to the cash register.
  • If you are a non-profit, you might have one of these Prospect-to-“Customer” triggers.

There are others. And maybe you have more than one. What were your triggers?

Weekly Sales Funnel Challenge: Wrap-up

In this week’s Weekly Sales Funnel Challenge, I challenged you to think about the triggers that indicate your Leads have become your Prospects.

It’s not as simple as it sounds because you first needed figure out how you defined Leads and how you defined Prospects, and then you needed to think about the trigger — the point between the Lead stage to Prospect stage.

So, how did you do?

I try to do the challenge along with you each week, and this is my answer for this week’s challenge:

My Leads are small business owners who realize that their marketing (especially but not exclusively their internet marketing) is expensive, out of control, and not working for them. They are caught up in the quantity-over-quality myths. They click to my blog through various Audience-stage channels and, while they are here, they (hopefully) find information that helps them to bring order to their marketing chaos… and increased profitability to their expensive marketing.

While a Lead, they discover the difference between the way they were doing marketing in the past and the way marketing could be done. They might comment on my blog or go back to Audience channels (i.e. Twitter) and retweet something I’ve written. And then they want to hear more. They decide that they want to stop thinking about the problem and start thinking about the solution… and they take steps to resolve it.

For a long time, one of the triggers I used was a contact form on this site. That was a great trigger that Leads would fill out and submit to become Prospects. It was so good, in fact, that I became overbooked and had to take it down. (I’m not saying that to boast; I realize that it was a problem with my sales funnel I hadn’t anticipated). People can still contact me through email and I’ve found that slowed things down just enough to help me keep from drowning.

I’ll give you another example of a trigger between the Lead stage and the Prospect stage: I used to do a lot of freelance writing and I would use various websites where business owners could post their projects and I would bid on them. Those who created projects were my Leads and I would sort through the list of projects to find ones that matched my interest and availability. I would shortlist those that matched my interest and availability, and that shortlist was my list Prospects. I would submit a proposal to each one of them. So, the shortlisting action was the trigger what turned them from a Lead into a Prospect.