The most effective sales funnels are those that replicate the Buyer’s Journey and address the psychological needs of the buyer at each stage of the purchasing process. Online ads such as ads on Facebook or ads on Google, cannot be used as a complete replacement for your sales process. These ads are most effective when used to direct your prospects through an existing sales process. In other words, online advertising does not replace the need for a sales funnel.
A sales funnel is a process of steps that your prospects will go through before they become a paying customer. This is the process by which you attract attention and convince your prospects to buy your product or service.
The Buyer’s Journey:
The Buyer’s Journey is a term that refers to the series of steps that a buyer takes prior to making a purchase decision. This journey begins with the buyer becoming aware of a problem they wish to solve (or a result they wish to achieve), continues with the buyer considering various solutions that might help, and concludes with the buyer selecting a specific solution and making a purchase.
Stages of the buyer’s journey
The buyer’s journey is divided into three stages: Awareness, Consideration, and Decision.
Awareness
Buyers realize they have a problem. They show symptoms of the problem, and their research at this stage is focused on a better understanding in determining their problem, rather than finding a way out.
Consideration
Buyers are aware of their situation and are actively looking for a way out. They already know their problem and are now trying to understand the various possibilities that exist in solving the problem.
Decision
The buyer chooses the solution path. Buyers find out how to solve their problems after doing research on the products or services available to achieve their objectives. They will then compare a list of available sellers and shortlist the sellers before making a purchase decision
Your Sales Conversion Funnel:
A sales funnel that is aligned with the Buyer’s Journey, on the other hand, contains escalating steps that guide a prospective buyer from awareness to decision.
At the top of the funnel, your goal is to raise awareness for your business by highlighting the issue for which your prospective customer is looking for a solution. The content at this stage is to show prospective on what problems are and why they exist. At this stage, your prospective customers are normally provided with an ebook, whitepaper, or a guide.
The goal of the middle stage of your funnel is to acquire a lead and move them into the consideration stage of the Buyer’s Journey. The contents at this stage are to help prospective buyers decide the best way to solve their problem. At this stage, the prospective buyers will be provided with a checklist, webinars, or comparison guide.
At the bottom of the funnel, your goal is to present them with your offer and solicit their purchase decision, thereby moving them into the decision stage of the Buyer’s Journey. At this stage, prospective buyers will be shown content that shows your business as the right solution provider. Some of the typical ways are offering free trials, free consultation, or product demos.
