Your Secondary Sales Funnel
So last week in episode 8, we talked about your primary sales funnel and I promised you we’d dive into secondary funnels next, so here we are.
So a little recap.
We know that your primary sales funnel is really designed for people that are ready to buy.
And those that are ready to buy isn’t as large as you think.
Say you get 100 leads.
50 will never buy.
The “ready” buyers are only 15% of what’s left. So that’s 7.5 clients.
So that means, if you stopped there (which a lot of people out there are doing), you’re letting most of these prospects fall through the cracks.
So, while these leads aren’t converting as fast as you’d like them to, it doesn’t mean they won’t (and the data shows that to be true).
So, this is where your secondary sales funnel comes into play.
And that’s how you follow up with those leads.
Are you ready to dive in?
Transcript / MP3
What’s good, everybody. Greg Hickman here with the scalable podcast and in this episode we’re going to continue the conversation that we started in episode eight where we’re talking about your primary and your secondary sales funnel. And in this one, we’re going to talk about your secondary sales funnel. Let’s get it going.
All right guys. So like we talked about in the last episode, episode eight,
We talked about the reason why we need primary and secondary sales funnels.
So just a quick recap. I shared a study from that was shared with me or I heard through a podcast by Dean Jackson. It’s called more cheese, less whiskers. I’ll link it up in the show notes. Basically what this study showed was that of all of the leads coming into your world, 50% will never invest in a solution to their problem, not now, not later. Now being within 90 days later being, you know, uh, 90 days to 24 months and really it was like 18 to 24 months. And so that means, um, if you look at this, you know, if you’re looking at this graph that I kind of drew out, uh, you know, on the video episode, um, if 50% are never going to buy, of that remaining 50%, 15% are going to buy in the first 90, then 85% are going to buy, uh, later on.
And so, uh, the primary sales funnel that we talked about in last episode, episode eight, again that’s linked up in the show notes, um, is really designed for the people that 15%, those people that are ready to convert likely to convert kind of in that shorter window of time. But that means if you don’t, if you stopped there, which again a lot of people out there selling like simple two step funnel and they actually let a lot of these leads and up yeah, today’s fall through the cracks. And if you are spending money to acquire those leads and only a small percentage are buying, you’ve paid to acquire a lot of leads that still might convert within the next 18 to 24 months. So yes, while they’re not going to convert as fast as you’d like, you need a followup system to stay top of mind and um, yeah, engage those people. So we talked about the primary sales funnel, just two examples. There’s many, but webinar into an application or a case study into an application and then the followup emails that will stay top of mind, which we call master follow up. Now the secondary sales funnel is what we’re talking about today. And that’s how you follow up with those leads. They’ve gone through that primary cell phone and they still haven’t converted, right? How do we stay top of mind. And so historically what a lot of people do the old way.
Right. The old way is you basically have an email campaign that you know, sends out one a week, bye. You know, 365 days. Like we went into clients automation campaigns and we found that they were literally sending an email a week, automated it for a year and they just kind of forgot about it. And in today’s world with, you know, you guys probably know, like you consume content here on Youtube or through podcasts or you’re in people’s Facebook groups, um, and messengers and messenger conversations is not just, you know, down to email anymore. So if you’re only having a one dimensional followup like email, you’re missing a lot of opportunities because depending upon what industry you’re in, email, open rates, you know, average is like 20%, which means most of your list isn’t even engaging. And that’s what we found for a lot of people that were kind of automating a year worth a year’s worth of email follow followups.
They weren’t even really getting much engagement after the first six to 12 weeks. And so, um, the new way, which you know, you really want to think about, and this is something that we help our clients with is how does your follow up lead your leads into multichannel experiences where your followup is now not just solely dependent upon email, because, um, if it’s only email and they’re starting not to respond, by continuing to email them, you’re actually training them to not respond to your email and you’re going to experience what’s called email fatigue, right? People will stop engaging and now you’ve lost them. So within our master follow up from our primary sales funnel and the early stages of our, um, of our secondary sales funnel, we really want to focus on creating a multiple touch points, like a multi touch point experience, multitouch point experience. And again, that can mean a lot of different things to a lot of different people. Um, but what I’m saying is don’t just rely on email. His email is still powerful, 100%. Um, you should still do that. So email should be a part of the plan. Um, should you, uh, get them in other channels? Yeah. So how we like to look at it is there is at least a couple places that I want people to be at where I can stay top of mind. So,
I actually learned this originally from one of my former coaches talky. Um, and so we want them in email, we want them in chat and we want them in our group.
So this is, this is our Facebook group. You’ve heard me talk about, um, hey, join us in our free Facebook group, which by the way, you should join us in our free Facebook group. It’s called the scalable service provider. I’ll link to it below in the show notes in, or you can search for it on Facebook. And by having them here, like we can email them, we’re, you know, we’re getting involved in chat conversations. We have a whole strategy on how to initiate those conversations, both from email within your group, from a content like this. And now we’re in a position where we’re really starting to, and this sounds creepy, but surround them in different areas where we are staying top of mind, right? You know, these are my core channels, right? But obviously you might be listening to this on Itunes, like this is a new channel for us. Um, but if you’re here, like that’s why I’m obviously promoting and constantly asking you to join us in, you know, in these other places like our group or sign up for some of our free training and things like that are inviting you to a call depending upon you know, where you’re at in your own journey. And so, um, the
kind of honing in on where the channels where you will, um, have those conversations are secondary sales funnel is to start creating an escalating that multitouch experience. So we’ve got email, we’ve got chat, we got groups. Um, you know, we have like SMS or text, um, you know, all these different areas. We can start to be communicating with our prospects the right message at the right time. I’m not saying just blankets spam the same message to all of these channels. That’s not how you do it when you design it. There’s, you have to have a strategy for each channel. We actually have predetermined game plans for how our clients use each of these channels as they launched them to support their secondary follow up and really start to maximize the value of those leads. And so that’s how we focus on it, right? And so the goal is to be that multitouch experience where we’re engaging in conversations and engaging in conversations and moving people onto the next stage.
Because, um, you know, what you’ve probably experienced in your own buying habits and behaviors, um, and I know that we’ve experienced is that conversions now happen in conversations, conversions happen in conversations, and that means our primary and secondary sales funnels should be optimizing for creating more conversations, right? Because that’s where the sales are going to be made, right? You want to do business with people that you know, like, and trust and feel like they can help you. Like you’re watching these videos, you’re getting to know, like, and hopefully trust me and maybe you don’t like me, that’s fine. Go watch another channel or go listen to another podcast. That’s fine. You know, different strokes for different folks, but the people that kind of jive with what we do and how we do it, um, will resonate with this, right? And so we want to create conversations with people that we know we can help and that are looking for the help, right?
So the secondary sales funnel is all about creating a multitouch experience and, uh, starting conversations so that we can move our leads and prospects to the next, next stage of that client journey, right? Whatever that might be, that might be to a sales call, that might be to making a transaction and buying a service, a program or a course of some sort, whatever it is you’re selling, it might be to just move them into the next stage of like, Hey, join us in our free group, right? Whatever the next stage is, depending upon where they’re at in your funnel and who they are and what they’re, what they’re doing, we want to keep moving them through that journey. But like dean talks about in his interview with Todd, you want to have that secondary sales funnel to account for those 85%. Now in my own business, and I know in our client’s business, especially when you sell something that is a of more premium value or high ticket as they say, um, sometimes it takes a little bit longer too for some people to buy.
Again, you have the 15% that are going to convert earlier on then now kind of window within 90 days, but you’re also going to have people that convert later. And some of my best clients, um, have been engaged with us in our primary and then in our secondary sales funnel for about a year sometimes and then they convert. But guess what, because the system is so streamlined and automated to me when they decided to jump into a conversation or they, uh, actually enroll in one of our programs, that feels like new to me, but we had potentially paid to acquire them months and months and months ago, even a year ago. And the system and the engine has been cultivating that relationship and making us still available when they were ready. Right. And that’s maximizing the value of the lead, right? Because I probably paid for them, you know, months and months prior through say like a Facebook ad and they were in that window of they didn’t convert because they were going to be in that, that later bucket.
Well my secondary sales system and process allowed us to maintain that conversation, stay top of mind so that when they were ready to solve the problem, they chose us. Right. And we want the same for you. So again, if you want help building out your primary and secondary sales funnel, um, for your, for your agency or your service productized service or program, we’d love to chat with you. Um, you can schedule a call with our team by visiting system.ly forward slash apply and or clicking the link. It’s in the show notes. Um, and below this video here, we’d love to chat. Otherwise, uh, you guys have a wonderful, wonderful day. We’ll catch you in the next episode and we’ll talk to you soon. If you’re an agency owner or a service provider and you want to transition out of doing, done for you services and finally your
own high ticket coaching or consulting programs, then we love to help. We’ve put together a program where we will hold your hand and walk you step by step the exact same process that we’ve used and hundreds of our clients have used now to develop and transition their agency services into their own leveraged, scalable business model where they package up their expertise and can work one to many instead of one to one. If you want to learn how we can help you visit my scalable business.com for more.