In business, you bring people into your business at the top of your funnel, with a free, or very low cost, offer. Sometimes, this funnel is inverted, and you bring them directly in with your highest ticket item and then continue to sell them other, less expensive items. When a client ascends, they move down through the funnel into our higher and higher priced products and services. At the bottom of the funnel, at the narrow opening, you have the people who are your very best clients, the people who invest bigger dollars with you, and who take advantage of your most unique and beneficial services and products – sometimes, at these higher levels, it includes access to you.
Sometimes, though, when you look at your funnel, you might get frustrated. You get frustrated because you feel like some of your customers maybe aren’t buying in the right order.
The funnel itself implies there are a series of steps, or right ways to get into your business. In your mind, those steps are ordered 1 – 2 – 3, and so on. So, when people come into your funnel at step 3, and then go to step 5, or back up to step 2, you might wonder what’s going on.
Your customers don’t know there’s a strategy to your marketing funnel. Not everyone is going to come into your funnel perfectly, or according to your plan. And, you have to let them come in and buy and invest with you in the order they want to, not in the order as you have set it out for them. Your clients will buy in the order that makes them comfortable, what is logical to them, and based on what they think they need at that particular time.
For example, you might have clients that have known you for a while, or maybe they’ve heard about you from someone they really like or trust, and the very first thing they buy from you is your highest level program or service. Some people are like that, they are willing to invest in high ticket items right up front because they trust you have what they want.
There is no perfect ascension through your marketing funnel… except on the paper you have drawn it on!
You won’t have clients who go perfectly through all the stages of your design, and that’s fine. Just let people ascend in the way that feels good to them.
As long as you deliver on what you promise to them, they’re going to be loyal clients for a long time to come. And maybe they’ll refer them more clients who are like them.
Diane Conklin is an internationally known author, entrepreneur, coach, consultant, event planner, speaker and copywriter. Diane is a direct response marketing expert who specializes in showing small business owners how to integrate their online and offline marketing strategies, media and methods, to get maximum results from their marketing dollars. As a marketing and business strategist, Diane shows entrepreneurs and small business owners how to outperform their competition by measuring their marketing, and strategically use multi-media campaigns to stand alone in their marketplace as the go-to provider for their products and services.
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