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Every business has a funnel

Every business has a funnel. Ideal (profitable) customer. Funnel activities. Manage & exploit your knowledge. 2. 3. 1. The problem?. How can you find a more cost efficient way to acquire more profitable customers (leads )? . What’s the goal?. 1. How much of what do you need? ££££.

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Every business has a funnel

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  1. Every business has a funnel Ideal (profitable) customer Funnel activities

  2. Manage & exploit your knowledge 2 3 1

  3. The problem? How can you find a more cost efficient way to acquire more profitable customers (leads)?

  4. What’s the goal? 1 How much of what do you need? ££££

  5. How will you measure success? 2 “Half the money I spend on advertising is wasted.  The trouble is, I don’t know which half.”

  6. Find the blocks to sales & marketing success 3 Ask what it isn’t working. Ask what is working.

  7. Walk the process Ideal (profitable) customer 4 Funnel activities

  8. 1 Rule 1 If it doesn’t create a lead, or directly contribute towards closing a sale, don’t do it

  9. You designed your funnel the way you hoped it would work… 5 Now is the time to design it as it should work! THE CUSTOMER’S POINT OF VIEW

  10. Get in the flow Ideal (profitable) customer 6 + + + = Funnel activities Every activity, should link clearly to the next one Every activity needs to be thought through and clearly designed Every activity should contribute to moving the lead through to winning the business

  11. communicate Marketing says… Sales says… Procurement says…. Sales support says…... Engineering says….. Customer says, I want ……

  12. Get people to communicate Ideal (profitable) customer 7 + + + = Cross functional team activities Everyone who contributes needs to know how they fit in and how they whole process works Arrange process mapping conversations Appoint a ‘responsible’ team leader

  13. 2 Rule 2 Find out who does what to contribute to the process and get them all to communicate with each other

  14. Use technology as an enabler Ideal (profitable) customer 8 + + + = Right solutions, fit for purpose Map out your technology, that you a) use and b) need Ask, is it fit for purpose? Technology is an enabler, not a driver

  15. 3 Rule 3 Automate what you can. Don’t re-invent the wheel. Right solutions, fit for purpose.

  16. Develop your customer base 2 3 1

  17. Every business has a funnel Ideal (profitable) customer Suspects, prospects

  18. What makes an ideal customer? 1 Who needs what you are selling?

  19. What are you selling? 2 What needs does it address?

  20. What are your key messages? 3 How do you tell them what you do and how you can help?

  21. What’s in your funnel? 4 How are you going to fill it?

  22. How do you raise awareness & get found? prospect has a problem and is looking for a solution prospect is not aware they have a problem, or you / your products & services exist 5

  23. What are you doing to fill your funnel? Ideal (profitable) customer 6 Funnel activities

  24. Jacqui Malpass www.jacquimalpass.com

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