Stop Believing in Fantasy Funnels
Photo by Alev Takil on Unsplash
Can we stop talking about “the sales funnel” or “lead pipelines” as if they are linear trajectories taking people logically and progressively through a series of steps from A through to Bingo? Everybody knows that decision-making processes are complex. Even a cursory, subjective reflection of one's own buying patterns reveals immense nuances and complexity.
In fact, nothing about the decision to buy is simple.
Let's start with the fact that most of what motivates us is unconscious. We often don't know what we want, why we want it, if we can afford it, or even why we're buying this brand instead of another. We may think we know what we want, but it’s not what we need. Even if we say we understand our purchases, our post-purchase reasoning is usually contradictory to anything resembling “rational” and more resembles “rationale”.
And before anyone gets hung up on the words “purchase” and “buying”, I am also referring to the decision-making processes involved in the procurement of services.
The “sales funnel” is usually described as having a distinct hierarchy of effects. This is described as consisting of three major stages: the cognitive stage (awareness, knowledge); the affective stage (liking, preference, conviction); and the behavioral stage (purchase).
Yet the reality of most small business “funnels” reminds me more of some underwater coral creature, swinging wildly in the currents, desperately trying to flash neon strobe to attract attention. It’s also praying: not for the lone stray, but for the giant school of fish that will constitute the catch of a lifetime. The coral opens up, hoovers down as much catch as they can grab – and continues the cycle.
You’re basically just pokering, and playing the game of chance.
Now don't get me wrong, the “funnel” is useful as a concept, in that it helps organizations better understand what happens to customers once they're in a particular “stage” or “phase”. It helps you can better think about what you’re doing in both your marketing and sales efforts, thus becoming more effective, boosting both your conversion rates and your revenue.
The notion of a “funnel” is an easy-to-digest structure for your staff to follow, and is a real communications boon. The tension between marketing and sales is notorious – and so having clearly defined rules and responsibilities helps everyone out. There aren't separate organizational goals, in separate silos, if efforts are aligned.
For small businesses, however, trying to plug-and-play the notion of a corporate “funnel” is simply counterproductive. It's misleading to believe that you have the volume to produce a “funnel”, or the resources to support one. And yes, I’m going to keep putting “funnel” in quotation marks.
In other words, it's not a game of “Build Funnel And They Will Come”. You can come up with all the plans and concepts of a funnel that you like.
Critically, that is not what constitutes a “funnel”.
Here’s what’s going to help you understand what the funnel actually is and why you can’t seem to make “it” work for you. It is not a structure you put in place and fill (you know, like a “funnel”).
A “funnel” is what is created via the sum of interactions with the potential client. It's a vortex that arises from the activity between vendor and enquirer. The “funnel” is the product of interaction – not what creates it.
This is a fresh perspective on the concept of a sales funnel. Viewing it as a dynamic outcome of interactions rather than a static structure makes a lot of sense. Essentially, it's not just about setting up the funnel and expecting it to work on its own; it's about actively engaging with potential clients to create that funnel through meaningful interactions. In today's competitive business landscape, understanding the dynamics of your flow of communications is crucial, especially for those operating with limited marketing and sales budgets.
Thought must be given to leveraging affordable, yet efficient communication tools and processes to nurture relationships with potential clients. But all the tools in the world won’t help you unless you have your key messaging straight, ready to go, and your staff is trained on when and how to use it to its greatest efficacy. People’s minds go straight to email marketing platforms like Mailchimp or Sendinblue which enable personalized outreach at scale and keep prospects engaged throughout the funnel stages. If the message is ill-timed or not laguaged in a way that the reader can immediately understand why it’s important to THEM, they will not continue through the funnel. In fact, you may just get bounced or deleted or unsubscribed.
Psychologically, people are looking for a reason to say no – not yes.
CRMs (Customer Relationship Management) systems such as HubSpot or Zoho CRM can help streamline communication by centralizing client data and automating follow-up tasks. But if your database is junk, this won’t help you either. If there’s no one to manage the data consistently, the data gets stale, duplicated, or just plain broken. As a result, the messaging isn’t smooth, timely, or consistent. It’s not landing with the right person, because you haven’t maintained relationships. You don’t know that David isn’t with the company anymore and that Martha took up the role six months ago.
If you have the funds and can support the tech, integrating live chat widgets on websites can facilitate real-time interactions, address inquiries promptly and foster trust. This only makes sense if you have the volume coming in at the top.
Here are some TOF (Top-Of-Funnel) attractors that most businesses use to one extent or another:
Content Marketing: Create valuable and engaging content that resonates with your target audience. This could include blog posts, articles, videos, infographics, or podcasts. Share this content on your website, social media channels, and relevant online communities to attract potential clients who are seeking information or solutions related to your products or services. If you’re only running one channel because you don’t have capacity, that’s fine. But don’t expect a whirling vortex, and be very, very on point and responsive. Write about what your audience wants to read. Talk the language they talk. Show up where they interact. You’ll have to spend more time listening than talking. If what you have to “sell” / propose / offer is a different solution than the client is looking for (or maybe they’re not even looking), it’s all about brand awareness and your key messaging. Over and over.
Search Engine Optimization (SEO): Optimize your website and content for relevant keywords to improve your visibility in search engine results. As long as you understand that your prospect may be self-diagnosing with vocabulary that differs wildly from your expert parlance. Understand their problems! What are THEY searching for? By ranking higher in search engine listings, you can attract organic traffic from users actively searching for products or services like yours.
Social Media Engagement: Establish a strong presence on social media platforms frequented by your target audience. This is time-consuming research. And there is an “s” on the end of platformS. Again, share valuable content in language they understand, engage with followers (don’t just make noise and expect anyone to care), and participate in relevant conversations to build brand awareness and attract potential clients to your “funnel”.
Lead Magnets: Create collateral. Offer valuable resources or incentives, such as ebooks, whitepapers, templates, or free trials, in exchange for email sign-ups. These so-called “lead magnets” can entice potential clients to provide their contact information, allowing you to nurture them further down the funnel. No collateral, no magnet, no funnel.
Networking and Partnerships: Collaborate with complementary businesses or industry influencers to expand your reach and attract new clients. Attend networking events, join online communities, and actively seek opportunities to connect with potential clients through referrals or partnerships. Relationships are the grease for the wheels and the wind in the funnel. Just don’t be full of hot air. Add value, generously.
Educational Webinars or Workshops: Host free educational webinars or workshops to share your expertise and provide value to your target audience. By this stage, they’re in your “funnel”. You can also have a lot of rif-raff in your “funnel”. Make sure you’re talking to the right people, or you are wasting your time preaching to the choir or educating juniors for free. Promote your events through your website, social media, and email marketing channels to attract potential clients interested in learning from you.
It bears repeating: the “funnel” is created via the sum of interactions with the potential client. It's a vortex that arises from the activity between vendor and enquirer. The “funnel” is the product of interaction – not what creates it. Get some help mapping it out and see what visual you get. Your gaps will become apparent, and the reality of time, scope and budget will also become clear. The important thing is to do what is realistic and efficacious with what you’ve got.
Don’t invent “fantasy funnels” if you’re still working on your foundational messaging, processes, staffing and tools. Do keep fostering meaningful relationships with people who can truly benefit from what you have to offer, by showing up – consistently – in the right places with the right messaging.
About the Author
Anna is an organizational psychologist and executive coach, with a special interest in all things technology. We’re part of the team at Garleff Coaching and Consulting Group. If this article has struck a chord, please let us know.
Anna Garleff Cell: +1 587 224 3793 / anna@garleffcoaching.com
www.garleffcoaching.com
