One of the important skills needed to effectively sell online without being salesy is sales funnels. You must learn and use this tactic.
What ARE Sales Funnels?
Sales funnels are sequential steps which lead a prospect from “interested” to taking an action step.
Some examples of action steps are:
- Signing up for a webinar
- Registering for a class
- Purchasing a product of service
This is accomplished by using a series of emails. Each email is designed to build the prospects know like and trust factor (KLT).
You should never begin with asking to buy. Prospects buy most frequently from someone they have reason to believe knows what they are talking about and will deliver what they promise.
Your funnel may look something like this: (excuse the fancy graphics from my notes)…
- Offer a lead magnet to your traffic in exchange for an email.
- #1 email=A confirmation email. This is the time to start your Know Like Trust relationship.
- #2 is a value content
- #3 is another value content email
- #4 gives additional value and asks the prospect to take an action which is something you would like them to do.
What sort of “value content” should be in the sales funnels emails?
You want to expand on what the problem is and begin helping with the solution. The fact that they downloaded your magnet almost assures you that they are aware of the problem. You want to reinforce that awareness. Then you want to begin showing them you have a solution.
Using stories is a way to gain KLT. If the story is about you it is all the better. You having “the problem” and working through a solution will reinforce trust.
Another way to move through the sales funnels and gain KLT is using “mini conversions.” Give your visitor link that is relevant to the topic at hand. Them clicking the link is a mini conversion (taking an action step) and it will get them used to saying yes to your recommendations.
Make sure that link is value content.
The trust factor will rise substantially if you have social proof. This can be reviews, comments or testimonials.
TIP: If you have written a book on the subject, that is excellent social proof that you are an expert.
If you are selling a higher priced like a course or coaching service, the need for know, like trust is even greater.
One way to do this is using a sales funnel to “sell” a free webinar. In a webinar you can go deeper into the subject matter. Attendees will be exposed to your teaching style and personality.
All of this plays right into the KLT factor.
A warm audience like this will be much more receptive to your offer at the end of the webinar.
TIP: Every email should NOT be selling even though we call these a sales funnels.
If your emails are all sales pitches you list will figure it out fast and either unsubscribe or simply quit opening them. If they are valuable, relevant content most of the time, your open rate will soar.
Keep that in mind. Don’t waste the readers time!