Your Sales Funnel is a Sieve: Here’s How to Plug the Holes


1. Where Are the Holes?

In a movie set in space, there will always be a “punctured hull scene.” It’s like a Nicholas Sparks movie and terminal illness.
First, a rock or a bit of debris punctures the hull. Then an alarm goes off. And then the space denizens panic.
What’s the first thing they do? Look for the hole.
This is your first step. Look for the holes in the sieve.

Hole #1: Little Data Tracking

I recently had to run at night on a mountain trail. If I hadn’t had my headlamp, what would have happened? I’d have literally bit the dirt (and probably a granite rock the size of grandma).
Lack of data tracking is like lack of headlamp on mountain trails at night. The light gives me visual data on the trail so I can change course when needed.
Same with sales funnels. If you don’t have data on your middle conversions, you have no idea what’s working and what isn’t. All you have is the result.
You can’t fix the holes in your sales funnel because you aren’t actually looking for holes. You’re a Sales Jumblie ignoring your friends who think you’re gonna drown!

Hole #2: Follow Up?

Sales funnels are never set it and forget it. Yet, 48% of sales reps must think this is true. They never follow up with a prospective or a lead.
Sometimes it takes as many as 12 contacts to make a sale. That’s the full definition of try-try-again. If you think 12 follow-ups is a waste of your time, maybe you should go and do something else.

Hole #3: Wasting Time With Lead Generation

You can find a billion articles online about lead generation. It’s a hot topic. They think that if they stuff as many people as possible into their funnel more people will drop through.
The problem is: at a certain point, the same number of people drop through no matter how many leads you generate. It’s like a conventional real-life funnel. The end is only so big.
Stop lead generation research right now. You probably get enough leads already. You’re wasting your time and expending too much energy. Just relax, ok?

2. How to Stop Up the Holes

In a “punctured hull scene,” once the protagonist finds the hole, they frantically look for something to plug it with. If they don’t plug the hole, all their oxygen will be gone and the pressure will equalize meaning they will die in a vacuum.
For a space hero, this could mean any number of things. A fire extinguisher, a metal crate, or even a piece of metal alloy bigger than the hole.
There are a variety of ways to fix your sieve and turn it into a real funnel.

Fix #1: Track Those Touch Points

No matter when a customer or lead makes contact, track it. This means that if a customer has already purchased something and they come back again, you track it.

If they’ve come back three times without ever purchasing, track it. This is called touch-point tracking. From here you follow leads all the way to full conversion if they make it.

Once you’ve tracked this data, you can begin to make a customer journey map. You can then replicate this journey for your most legitimate customers and leads.

Fix #2: Simply Follow Up

Again, 12 times might be the charm. Keep going.

There are easier ways to do lead follow up than manual e-mails and phone calls. E-mail automation is a thing.

Automate your sales process as much as possible. This will allow you more time to find new leads while courting current ones.

This also means you’ll be able to run a 24-hour sales funnel operation.

Bots can help with this. Say you’re a small college trying to attract students. You can’t have an admissions digital marketing rep on call 24-7. But a bot can cover the time when your rep is sleeping.

Fix #3: Offer Something Irresistible for Free

There’s a lot of schlock on Amazon that’s free. And most of the schlock doesn’t get read.

This should be a valuable lesson for anyone trying to generate leads. You’re wasting your time with free scholck.

If it’s not worth your time to even engage, why would you even click?

Opt-in’s are great if they actually shove people toward the end of your funnel. But you’ll need to drive people in with limited time offers.

Without FOMO, you’ll never get people close to the end of your funnel. This is the step beyond generation you need to focus on.

Now You’re a Wise Jumblie

Now you can go to sea in a funnel…oh, wait, the metaphor breaks down there. I guess you now have a fairly leak-proof and effective funnel.
Where have you seen your funnel be ineffective? Let me know down in the comments below and maybe I can help you patch them.

5 eCommerce Tips to Help You Compete With the Big Kids

In a world where two internet giants own the entire eCommerce world, one lone entrepreneur seeks to steal the coveted “Piece of the Pie.” Many have failed, a handful have succeeded. It is up to you, entrepreneur, to convert leads and sell products. How will you proceed?

The battle for the eCommerce sphere continually feels like some Hollywood blockbuster script. And it might seem like you’re the underdog, nay, the sewer rat, in this game. But with eCommerce sales predicted to hit over 4 trillion dollars by 2020, there’s plenty of the market to go around.

The question is, how do you break in? How do you build an ecommerce business to compete with the big boys? Well, I’ve got five tips to help you on your journey.

1. Remove Customer Fears

Amazon’s reliance on the US Postal Service might seem like a boon at first glance. They’ve somehow cut a deal with the overworked and failing postal service to allow cheap or free shipping. But one complaint I often see with Amazon is that packages come to the door damaged.

Amazon is massive. They can absorb damaged goods returns quite easily. But it makes me wonder how much this damages Amazon’s reputation and shoves customers over to Walmart’s e-commerce gig.

As a small player, you can learn from this. Customers are more likely to buy from you if you can assuage their fears. One easy way to erase a host of unease is to offer free returns for a period of time.

If you sell clothing, clients will be afraid that something may not fit them properly. Even with a size chart, it’s difficult sometimes to find apparel that fits well. This is a fairly universal fear among online apparel shoppers.

If you can give a satisfaction guarantee to your customers, then they’ll be more likely to spring for that expensive pair of shoes.

2. The Constant Sale Technique

Black Friday, Cyber Monday, Flash Sales, etc. The consumer knows that what they want will eventually go down in price. If they can wait on a product, they will wait for the product to go on sale.

The first thing you see when you open is a sale. At this very moment, the Dot is on sale, a big slash through the original price. Not only will people who were specifically looking for the Dot buy it now that it’s on sale, people who didn’t even know they wanted one might be tempted to buy one.

Create a section on your eCommerce site for featured sales. Be sure to include some sort of link on the home page to your sales page. You want to make it easy for customers to find sales and purchase items on sale.

3. Streamline the Checkout Process

The other day I went to buy energy gels for my ultra marathon training. I gathered everything into my shopping cart and hit the checkout button. Ten steps later I was wishing I’d just bought in bulk on Amazon.

Do you see the problem? I’m thinking of your competitor instead of you when the checkout process is horrendous.

While, yes, you’ll probably have some products on Amazon, you want people buying directly from your site. You’ll save money on the Amazon fulfillment fees.

Social login is one easy way to streamline the process. Everything connects back to Facebook or Google now anyway. And most people aren’t averse to sharing their public profile with pretty much anyone now.

Your goal should be to get the process down to 12-15 elements. The average is closer to 24. You want to be better than average, right?

4. Get Your Funnel Before the Right People

Your funnel is only as effective as your marketing. Whether you’re using inbound or outboud marketing (you should be using both), your funnel has to capture people like a Japanese beetle trap. And how do you trap Japanese beetles? By placing your trap near their food sources.

Your customers are “feeding” on information relevant to them. And that’s exactly where you will capture and convert. Native advertising incorporates the natural desire to know more with ad placement.

The top of your funnel should be ads honed to sit on a relevant page and continue your customer’s process of discovery.

5. Just Do It

I’m the kind of person who wants to know everything about a thing before I actually invest either time or resources. I didn’t start actually training for or sign up for an ultra marathon until I’d read the entirety of Coach Koop’s massive tome on training. I’ve let this tendency keep me in the research phase indefinitely.

Don’t be me. Be Michael Jordan and just do it. Just start building a website, creating social media accounts and sourcing products.

You’ll learn by necessity. Yes, it will take research and prep, but do your research as you go. Each step will reveal the next.

Continually Add Value

One of the incredible things about running an eCommerce storefront is the opportunity for creativity. Adding and updating products and services will be a constant joy and a constant battle.  Brands evolve just as much as people and you must keep up.

Your quest is never complete. You’ll always be researching and improving. For more tips and info, check out Shoemoney’s Shoeintology.