What is a sales funnel and how can I use it as a bookkeeper?

1
Shan Mikkelsen , Founder & Director | Launch Marketing Brisbane Industry Expert · Wednesday, February 27th, 2019

A sales funnel is a specific set of pre-determined steps that a prospect is taken through with the ultimate goal of them buying your product or service or getting on a call with you (in our case,
we want them to book a call).

It’s a strategic choice to arrange certain landing pages with the ultimate goal of capturing attention, nurturing prospects and closing the sale – in the case of a bookkeeper, the goal is to close the sale on a consultation call.

The general overview of a sales funnel are:
1. AWARENESS
2. INTEREST
3. ACTION

** NOTE: these aren’t the landing pages, but rather the thought process (principles if you will), behind a successful sales funnel.

1. AWARENESS
First, there’s the awareness phase.
Oftentimes, the goal is to “fill the funnel with as many people, as quickly as possible” without any regard as to the quality of those leads.

That’s mostly true…

I.e. the goal is to create large scale awareness of your company and offering. However, it’s even more important to get the right people going through your sales funnel.

How can you generate awareness? You can do it organically, through direct outreach, referrals or cold calls.

OR…

You can use Facebook ads – which is like throwing gasoline on an already lit fire (from your organic), which is much more scalable meaning you can spend more time working on other areas of your bookkeeping business.

2. INTEREST
The interest phase is an important stage that requires a delicate balance between filtration and nurturing.

The great thing about sales funnels is that it filters out the inactive and uninterested people, so that you can focus on speaking only with those that are truly interested in your bookkeeping or accounting services.

You can filter out the bad leads and nurture the high quality leads that enter you funnel by creating offers, content and solutions that truly resonate with people at each stage of the buying process – this ultimately increases conversion rates.

3. ACTION
The final phase is action.
You want as many of the RIGHT people to book a call with you at the end of the funnel.

Now, the key thing to know about sales funnels is that there’s a drop-off in the amount of people going through the funnel at each stage.

Why..?

There are several reasons… And I don’t have time (nor the finger-energy left to type, haha)… but I’m happy to answer any questions in the comments.

Overall… to create a funnel that really resonates with your prospects, you need to focus on customer behaviours, nurturing and retention at each step of the funnel.

Ask questions such as:
– How can I entice my audience with an irresistible offer?
– What’s a reason they might NOT interact with the next step of the funnel?
– How can I recognize and anticipate my prospects needs?

Overall, losing people along the way should be expected. No one has ever created a funnel in which everyone that becomes a lead, buys.

You would rather filter out the WRONG people and speak only to those who are your ideal client…

That’s it for now!

Go implement!

Shan Mikkelsen is Founder and Director at Launch Marketing Brisbane, helping firms in the financial industry grow by leveraging the power of social media marketing and social media advertising.