The seller funnel is constant → The buying journey is complicated
Think Tea
(* = Look from here*)
ex. (Knows the problem - (wants to seek information about solution xxx doesn’t think will solve the problem xxx(INKO) - (is an ICP - (is in X segment - (is Y type persona
Tailor sales for them now
Text
The curious customer is waiting to be served and guided towards a purchase. If they are looking to buy, the product which can fulfill their demands will be purchased. Now, you must have created your customer funnel by deep information about the customer, you must have made yourself competitively at advantage for a segment, you must have needed psychological attraction which creates desire.
Doing this is enough to win the customer. Extend this sales environment by saving time of the customer, giving them promotional discounts and fulfilling the promise of your service.
You have to ascertain if the customer is ready to explore the solutions, which means they have identified the problem and associated you as the provider. Here comes in the analysis where you batch the customer into a segment YOU SERVE, a persona that DOES BUY from you. This will aid you in targeting this opportunity with a fully baked sales pitch and clear all objections. As you know by now that the customer is in the market to solve this problem, go on and close the deal with added bonus promotion as soon as possible.
- Is the prospect an ICP or in a segment?
- Are they looking to buy right now?
Funnels
Education → Solution → Selection
Education on problem → Education on solutions → Education on situation and special fit
Parity → Differences → Situation with Consequence
- Create the situation with your solution (PLG)
- Show knowledge of the situation (Sales Led)
Points of Parity(Education) → Points of difference (Solutions) → Situation (Selection)
Positioning, Targeting, Segmentation (Done in opposite direction though)
Positioning, Differentiation, Branding
Awareness, Interest, Desire, Action
Discovery, Desire, Evaluation, Purchase, Loyalty, Advocacy
Positioning, Messaging, Enablement, Onboarding (LTR or RTL? LTR?)
Flywheels
Attract, Engage, Delight
Eg. Know the stage of customer → Target with personalised auto emails
Complex Buying Journey
People may be jumping between consideration and awareness and back and forth OR MAYBE NOT
They might be in engaged mode, then go back to evaluation, then do your trial, then go back to awareness and discover the right brand.
With PLG your customer gets directly into evaluation mode, without understanding the problem , solution alternatives…. with such an expectation I might do a trial and then not even consider a brand that doesn’t immediately click with me through their website experience.
Positioning in such a case would be based on who gives me assurance of “least effort debt and most knowledge”.
Links
Extra 1
Imagine you are advertising
- No loss of Focus
- No Work Loss
- and 2 more things
And everybody in your firm doing new product development
Now who’s gonna be receptive to this communication?
Nurturing
Two places I can think of:
- Not ready to buy now - In this case, they are not to be nurtured but kept alive as attracted customers
- Looking to form a clearer picture, may or may not be ready to buy now - Here they need to be nurtured
So essentially the first case is not about nurturing at all
Parts of Funnel Philosophy
What’s your intent is all that matters! Intention-based Selling is based on how well you recognize the intention you want to put forward in the marketing you do.
The intent changes how you present and what you add apart from the core to the content.
- Intention-based content scheming
Here we go beyond funnels - the funnel is the mental model we use to communicate with people doing things that are in different domains than us, it’s our language with the world. But then we can go deeper.
Here it is important to realize that we first grapple with understanding the funnel, only after which we may become transparent to its use.
What do you intend to do with a medium that you can print on?
