Sales Funnel Bible — Chapter 12

Sales funnels are the most important part of your business. Get an early glimpse into how they can help your business by reading this early draft excerpted from my Sales Funnel Bible book.

Early draft of Aaron Hoos' book Sales Funnel Bible

Chapter 12. Implement your sales funnel

If you’ve been following the steps outlined so far, you will have created your sales funnel (or at least one of the sales funnels if your products and services require different sales funnels because they are sold to different target markets).

With your sales funnel in hand, it’s time to implement it! You implement your sales funnel by performing the activities you’ve listed and deploying them in the channels you’ve listed. In theory, each sales funnel activity you deploy will connect with your target market and move them one step closer to a sale.

That’s the big picture view of what needs to happen next. It can get more detailed.

This is also the best time to create and test your products or services, set up the infrastructure to collect money and deliver your offering, and start hammering out your brand. Because once you start implementing your sales funnel, you’ll start seeing prospective buyers marching step-by-step through your sales funnel and looking for something to buy. Don’t create a fast-flowing sales funnel with nothing for them to buy!

When you are ready to start creating those marketing and sales activities and deploying them through the channels you’ve identified, start with the activities and channels closest to the point of sale and built backwards, “up” through your sales funnel.

There are two reasons for this:

The first reason is: Each marketing or sales activity that your target market encounters will drive them to the next step. That might include a phone number or website or email address. Those things usually need to be set up and at least somewhat functional to add them as a call to action.

For example, if your sales funnel calls for an online article to drive people to a website to sign up for an autoresponder, you can’t easily write and publish the article first because you need the URL of the website. And on the website, you need the sign-up form of the autoresponder. And once they have signed up for the autoresponder, you need at least one message to send to them to welcome them.

The second reason is: If you build from the top down, you might get people responding to your marketing and sales activities faster than you can build them.

Using the same example: If you write an online article, you might not have the website built yet when your target market is already reading the article and clicking to go to the website; or you might not have the autoresponders written when your target market is signing up to receive them!

So it’s easier to work backwards, going “up” through your sales funnel – building the closer-to-the-sale activities first and creating your marketing activities in reverse order. That way, your entire sales funnel is built and ready-to-go by the time you put the final piece in place – the piece that first reaches out to your target market.

Again, if you think of your sales funnel like a journey that someone is going on, it wouldn’t be a very nice trip if the road was being built just a few feet in front of them as they travelled. However, if the road was built in reverse order (starting at the destination and going backward to the beginning) then the traveler may not be able to get to their destination until the last part of the road is built but as soon as it is, they have a clear path to their destination.

This chapter is excerpted from an early draft of my book. Comments and constructive criticisms are welcome. Please be aware that the chapter content and chapter order may change by publication.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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