WD is an online sales funnel marketing agency, and to some people that’ll mean something and to others, it won’t.
When a business approaches WD, it’s easier to sell to them because they tend to have some pre-existing understanding of what sales funnel marketing is and are already interested in what we have to offer before we’ve even spoken with them.
Still, to those who don’t have a pre-existing understanding of sales funnels, we have to demystify and myth-bust a few things.
Online sales funnel marketing ISN’T a website replacement; it’s a separate marketing strategy with many arms such as:-
– Research – Strategy Sessions – Funnel Simulation – Automation – Autoresponders – Email Sequences – Landing Pages & Squeeze Pages – Upsells & Downsells – Integrations with third-party apps and systems – Payment processing – Exit-intent pop-ups – Order bumps – Organic & Paid traffic Management – Social media management – Analytics and Data analysis – Split Testing – Content creation – Product Creation – Lead Magnet Creation
…and much much more!
It can be more challenging to convey to a non-funnel-savvy client what it is we can do for them, how it works, why it works, and why they need it.
By working in the industry with regular web design and e-commerce clients, it became more apparent that online sales funnels marketing was a more effective strategy that creates more qualified leads and high-ticket sales for our clients.
Working this way puts us in the frame of mind, which leads us to recognise that everything in life is a funnel in some way or another!
It’s in noticing that funnels are everywhere, that we’re able to tap into real-life examples that our less funnel-savvy customers can relate to and begin to understand what an online sales funnel is.
A recent example from Luke. I have a recent example. My partner, Kristi, takes part in something called “Park Run”.
It’s an organised event, and the participants run 4K round a local park.
With every race there’s an element of competition, the runners want to know how they performed, this means that the event organisers need to have a way to track every single person’s run-time. They don’t have any kind of special equipment or sensors to assist them with this task, so what do they do?
All they can do is work with numbers. This is what clicked in my head when I was there. As I watched on from the sidelines I thought to myself “Wow, this is an everyday example of an online sales funnel”.
What? How? Let me explain!
The runners represent your traffic. There was probably — eight hundred people running that day. So you’ve got an audience and traffic that who are going to be pushed to whatever their end goal is.
In this case, the end goal is completing the race and crossing the finish line. However, there are further stages in the process they need to go through to get their hands on the time they ran the race in.
So the process where like this, they, you had all the people, they all start running and just as you would with an online sales funnel, if the traffic coming to your website at that point, you’re going to have people that. They don’t even get to the finish line. They, they, they trip up there has an injury, they start falling off.
So only a certain percentage of people, I’m pretty sure everyone made it on this day, by the way. I’m not saying anyone didn’t, but potentially people could peel off, and the traffic doesn’t even get to that final goal. So these rulers complete the run, and they go through the finish line. At which point somebody is clicking a button each time somebody goes through.
Now what they have to do to be able to reconcile whose time was what the Bruna is then going into a pipeline where they all stay in the order they were in when they ran. So when they get to the end of that funnel, someone hands them essentially what their number is, and it’s not tallied up at that time, but the order, they know agnostically as to who was ruining or they have to know is.
We click the button this many times, and then we give each of these people in the correct order a number. So then, later on, we can go. That person’s time was, and that person’s got their reference number, and they can go back and reconcile. What was mine. Finishing points.
The start consecutively, one, two, three, four, five, six, so on. Yeah, and as they come past the finish line, those numbers will be jumbled up because of the times that they pass the goal.
So the only way the organizers can make sure that these people are doing what they’re supposed to do is by introducing them. Virtually, they’ve gone through. One process, and now that they’re in a more focused narrowed down one; they’ve all been informed.
Once you crossed the finish line, stay in order, you’re now in a queue. You’re in the pipeline, and at the other end of that, you’re going to receive a number. So you’re able to come back and see which time we put against that number. And that’s your time that you ran your run in, and I would liken that to an overall final conversion.
If we pretend that the organiser was the funnel owner and that their end goal is to make sure that everybody who runs gets their correct time, yeah, so that’s what, that’s what everyone wants. The run is a go heading to the runers goal to get to the finish line as quickly as possible.
The organizer’s goal is then to make sure that everyone who got past that point. Has gets some similar guest service. Then that’s the final conversion if everybody has been given their number in the right order. The funnel owner is like, great. Everyone who made it this far in the funnel got over the finish line.
We’ve captured them. We’ve, we can tally them Italia up, they can know what happened, and that’s a complete conversion. They, they came in at the entry point of going, I want to run a 4K. They run the 4K they might go all the way through that bit without falling off or peeling out or giving up. They crossed the finish line, had their time clicked, got in a queue, got their number, phone conversions, and you know, the.
An online sales funnel can be much more complicated than this analogy.
Earlier at that point, if, let’s say you were collecting email addresses from all of those people that had just finished the race at the same time as you were giving them their number, that they’ve then entered now a new funnel, so to speak, where you could market to them. I know we kind of
You know they’re a runner. Yeah. I mean, we’re crossing the strings now of the analogy. We now. Seeing how the, how it’s so likened to an online sales funnel and a sales process. No, and we’re able to use the analogy. There isn’t anything to do with sales. It’s just about goals and expectations and where people want to be, and they want. And we see it from the perspective of the person who owns the funnel. So the organizer of the race, and then the traffic that has hit the funnel,
And we’re guiding them down this very focused path to get them to where we want them. Them to be, but we also know that’s where they want to be as well too. To some extent, like we don’t care about the people who drop off like if you, if the organizers wanted everybody in the country to run this thing, they’d ha, they don’t have a much harder sell in the first place.
But the fortunate thing they have is they have a targeted audience that has the niche of people who like to run. Oh, keep fit. So that they at least know search. And for the staff, they at least know whom to market to. They know who is the audience. It could be, I think they do it from ages 12 and upwards.
So it could be children right up to a 60-year-old adult, maybe beyond. I know they’ve got different age groups and, and then. Yeah. Then they realise they can target each of those things, and they understand that traffic that represents their target audience to be there at the start of the race at the starting line, and then.
That traffic, that traffic decides whether it’s going to continue in each logical step. The first logical step, step, start speeding up, go through the process, get up to the finish line, I don’t want to be, it doesn’t need to go any deeper than that. That is a funnel and it’s in a natural example of it happening in real life, and I think that’s why this process, this strategy.
It’s always existed online. It’s always been there, but it’s not been focused in, it’s been abroad. It’s been too broad.
Give an example of like a traditional website and what that would look like in real life.
Like lots of people pinging off in different directions, not knowing like they’ve entered something, but it might not be relevant to them. Okay. This is the old Argos model, where it’s a free-for-all.
You’ve got your catalogue in front of you, you’ve got every kind of option. You’re not even sure what you’re looking for. Most people do go in with something in mind. They’ve got, they’ve already browsed the catalogue, or they think, I need X type of product. I’m going to look through this catalogue. And see what’s available within that field. But the difference is they then have to open up the catalogue.
They can over go through every single page in the catalogue trying to find the section they get the bit, or they can go to the back, find the index, and then they’re having to do an awful lot of legwork and thinking just to get the process started. Whereas if there was a way, and I think you get this in our GOs now anyway, and you’ve got the electronic points where you can type in a search. Yes. And that’s another strain of conversation there.
Online Sales Funnels are making their way into the real world now. But so yeah, people go up to a screen, they can search, you know, and within, there’s going to be some, some kind of relevance to that search, and they’re going to be shown products that.
The relevant to that search. It’s not brilliant. I don’t think Argus has got the best results lie, and sometimes people don’t know what to search, but it is a downside more focused and better than what it used to be, what it used to be. However, if you go back to something like. Having a small village and having an actual separate shop for each specialism.
– I need a steak; I go to the butchers. – I need bread; I go to the bakery. – I need some shoes repaired; I go to the cobblers. – I need a key cut; I go to the locksmiths.
WD as a company is not trying to tell its clients to narrow down their field of service offerings. What we’re trying to do is get them to understand that they should split their service offerings up into separate funnels to make the entry point as relevant to the customer’s need-state as possible. This ensures they’re going to continue through the process, and it means you’ve got much more chance of making a sale early on and you’ll have the opportunity to give them something they want in exchange for an email address or a way to contact them and continue to market to them.
And, and depending on what your metric is of success, that in that is one of many conversions that could happen in one funnel. So step one could be, give us your email address and we’ll give you this.
They land on step two. Thank you for doing that. Here’s the thing you wanted, and then you make them an offer of something else because you now know that let’s say they buy an a, I’m going to be working with a fitness company soon and to our entry-level products, going to be a foam roller, but the end game is going to be to.
Get people to get that foam roller, and then in the future, maybe buy a treadmill or an exercise bike or weights or some something that’s a higher ticket value, but at least we know that someone who’s buying a foam roller is the right type of audience and that they’re likely to be someone who’s into fitness and is probably looking to buy all of that stuff down the road.
The starting point is the data retrieval. Understanding that this marketplace does exist and finding the audience within that marketplace. Readapting the format or understanding of your sales that this is the direction of travel that they’re going in and knowing that what stage they are to then be able to upsell to the next yesable step.
Till till eventually they go from foam roller to running machines. [00:13:02] Luke: [00:13:02] Yeah. And, and, and because if you, what you want to do the re the point is, is so focused that you, you presenting to somebody, a foam roller at the point where they’re on the market for a foam roller. So first of all, the chances of converting. [00:13:19] Um, why higher anyway? Because they land on your page and seemingly all you do is cell phone rollers. They’ve got, there’s no way for them to get confused, distracted. They don’t end up going off in an art direction or gang lost. They, they get presented with. Hey, here’s a foam roller. It’s this merge added to your, well, we don’t even have carts necessarily on, on online sales funnels. [00:13:42] We just have checkouts. We just have ways to purchase, so buy it now. So they click a button to go through and then we can present them with another offer. Maybe sell them more of the same thing. Oh, you’re buying a foam roller. We’ll add another two for this amount of money. And you’ve just given me a yes, no question. [00:13:59] Would you like to do that? And they go. Yes. So that increases your average order value on that very first interaction with your new customer. Or they might say, no, and then you can offer them something called a down sell, which is like, Oh, you don’t want two more. What about one more for this merge? And we’re like, we’ll ship it out at the same time, or whatever. [00:14:20] And you can, you could. Do that forever. You could keep going. Upside, downside, upside, downside, or cross sell. You go, Oh, people who buy like you, you can logically think to yourself as the seller of the foam roller, what’s another sort of entry level? It’s not going to break the bank and it’s something that you might want. [00:14:40] So let’s say sweat bands or something like that. Hey, throw, we’ll throw in some sweat bands for an extra two pounds on this order. Do you want it? And they say yes or no, and. Yeah. At least by the, even if you only break even by the time you’ve paid for your marketing, for your paid ads or your traffic, or however you get people there, it doesn’t always have to be paid. [00:15:01] You. You capture a sale, you’ve got that customer to make their first ever purchase with you and interact with your brand. You’ve captured the details you need in order to then continue to market to them for free going forward. So you never have to pay for that initial click through to your page again. [00:15:20] And they’ve had a good experience because. You gave them what they asked for, and then you also gave them the opportunity for a few extra bits and bobs. Some people would turn down all of that and just have the foam roller. And unfortunately, occasionally some people will become annoyed with that and go, you know what, this feels like they’re asking me all these questions and I just want the foam roller. [00:15:40] And they may not end up buying that foam roller. But overall, as we’ve learned over the years, we’ve working with these kinds of things, the drop off. From just simply offering someone something is minimal is it’s, it’s not even noticeable in the analytics, but what you do get is your average order value is higher, so you take that initial transaction from being breakeven to profit. [00:16:07] We’ll talk more about, I was going to mention an now, but it’s a big whole extra thing. Like I’m a good example of a sales funnel. The everyone has probably interacted with at some point, it’s McDonald’s and how you purchase your food from there, and [00:16:24] Rich: [00:16:24] that is a big conversation. [00:16:25] Luke: [00:16:25] That’s a conversation of his own. [00:16:27] That’s a podcast for the future. It definitely is. So I won’t go into major detail with that, but yeah. Like just to reiterate on the, we set about how our GOs have introduced what I would refer to as sort of a real life version now of an online sales funnel where they have the screen you can interact with and you can search directly for the product that you want and it gets people to that purchase quicker. [00:16:50] If you go into a McDonald’s now. They’ve had these for a while. They’ve got the screens where you order your food, your, you’re quite against those because of all the people that touch them and God knows where they’re like a human at [00:17:01] Rich: [00:17:01] the end. [00:17:01] Luke: [00:17:01] Yes. Yeah, you do. And you know you can’t, like they, they still do offer that. [00:17:05] And I think you probably also find that you get served quicker generally, [00:17:10] Rich: [00:17:10] because nobody wants to use a human. Yeah. Yeah. The gap in the market straight for it. [00:17:15] Luke: [00:17:15] But the, if you take a look, if you compare what was on their screens in the way of an interface, when they first launched these self ordering screens, they, it was, it was almost proprietary. [00:17:26] It was like, it was difficult to interact with unless you’d done it a few times, like you had to know how to use the McDonald’s screen. But if you go into it at the time of recording this podcast, there’s a big yellow button on it now, which is used. So much online as a call to action. And that’s made its way into real life now. [00:17:50] So, uh, and the also, the next time you go to McDonald’s and your water on one of those screens. They try and upsell you at the end, not for more food, but whether you want to round up your purchase to give money to charity and they just give you a yes or no things, so you’ve still got the option to opt out. [00:18:08] And I don’t think people get up to that point and go, Oh, I’m offended by that, and just go, I’m not having a McDonald’s now and walk out. So keep an eye out for that and do that. We’ll give you another example of a, of a sales funnel. Or not along his house funnel, but in a, in a real setting. Rich, what other types of funnels? [00:18:28] Let’s try and forget about sales. Just just things that happen in life day to day that you have come across. I mean, I think the point is you can think of anything and then you can, you can pull it apart and figure out that it is actually a funnel of some description and it doesn’t need to be about purchasing something. [00:18:48] It can be your interaction with people or family or, [00:18:51] Rich: [00:18:51] I was going to say that there is. A lot of sales funnels built into the psychology of parenting. [00:18:58] Luke: [00:18:58] Yeah. How you were brought [00:19:00] Rich: [00:19:00] up as a child nature over nurture, a reverse psychology. These are all the why’s in the roads of you going in a particular direction in your choice of lifestyle and in your behavior every day. [00:19:15] These, these are rural. Those Ys in the road in any way in the road is the upsell downsell of a sales funnel. [00:19:24] Luke: [00:19:24] Yep. Makes sense. Like I, I would say that, you know, in, in, in online terms, when we’re, when we’re talking all the jargon to our clients, you know, we’re saying things like traffic and audience and impressions and stuff like that. [00:19:37] I shouldn’t, and all of that is, is in parenting your parents. They, they say that just like when you own a pet dog or if you have kids, they, you end up with that unconditional love in a family down to impressions. And that’s why a pet dog. Loves you, uh, because they see you the most. You, you are their world. [00:20:02] And we’ve kids, the parents, you know, not everyone has the fortunate enough to be brought by their natural parents or don’t have a good family. But generally. Parents bring up their children and they have a lot of FaceTime with their children and they, they’re there a lot [00:20:21] Rich: [00:20:21] for their interaction, [00:20:22] Luke: [00:20:22] for quite a lot of the start of their life. [00:20:24] So there’s no way that they don’t have an impression on their, that that person and how they’re going to be in their life moving forward. Yeah. Like, okay, we’re all human and we retaliate and we might go, Oh, my dad wants me to grow up and be this, but I want to be something else. But you can have that, but like the, the, the unconditional love of a family tends to be, they’re purely down to the fact that you see of saw that same person day in, day out and grew accustomed to them. [00:20:52] And that can be applied again to selling online impressions. The more times you can put your brand in front of somebody, the more likely they’re going to convert. Yeah. Or do what you, you can manipulate them to do what you want them to do. [00:21:11] Rich: [00:21:11] Well, that’s brand representation, isn’t it? [00:21:13] Luke: [00:21:13] Yeah. Well that, that is brand, that is branding. [00:21:15] Like branding is not a logo. Branding is not a color scheme. Brand is something much, much, much bigger. And it could be, it’s a combination of all those things. His tone of voices, it’s, you know, personality is [00:21:29] Rich: [00:21:29] stylization, [00:21:30] Luke: [00:21:30] culture, all of that sort of stuff. And I think. As long as your audience is in some way malleable. [00:21:40] So a child is, when you’re the parent and you’ve got a child, and I’m like, just to be clear of everyone, I don’t have any kids, but this is a probably all going to be. Disproven when I do eventually get to that point and I’ve got it. It’s nothing like a funnel, but right now that’s how I see it. And that’s when I look back at my childhood and I seen that my parents had my best intentions at heart, and they wanted me to become some thing and convert into this success. [00:22:08] Yeah, exactly. And I think to some extent that that’s happened. So Weldon, yes. Weldon loop. Yeah. So yeah, and so you apply that same thing. To selling something. You’ve got a brand and you want to serve as many impressions to people as you can. They have to be a malleable Odeon, so they need to be somewhat interested in what you’re offering and they. [00:22:35] Yeah. That you, you, you need to get them in an entry level. So, okay, your mom gives birth to you and then now they’re, now they’re in front of you every day and what they’re basically, until you grow up and realize that the world’s more than just your mom and dad, you pretty much to know on the most part, do what they say and you, you believe everything they say [00:22:58] Rich: [00:22:58] or you find out you don’t do what they say, [00:23:00] Luke: [00:23:00] things don’t go. [00:23:01] Yeah, exactly. So yeah. I think, I think manipulate is the wrong word, I don’t think. But to be fair, [00:23:09] Rich: [00:23:09] that is the true facts of it. Yes. It is a type of soft manipulation. [00:23:15] Luke: [00:23:15] Like I don’t, the one thing I. I try and get people to understand with an online sales funnel or any funnel is that we do talk a lot about getting people to do what we want them to do, but it’s, it’s actually more about getting the right people to do what they want to do and giving them the process in which to get to that end goal and offering them and then offering them different things and opportunities [00:23:44] Rich: [00:23:44] Continue along that line [00:23:46] Luke: [00:23:46] and just going back to the thing with the ruining. Yeah. The organizer of that event, their end goal is to, you know, it’s a charitable thing like that. I think nobody, nobody’s trying to make money out of it. I don’t think they take any money. I think they sound a bit of merchandise definitive thing, but the owners of that funnel or event, their end goal is to get people who want to run to a place where they can run. [00:24:12] And they want everyone to have a good time and they want everyone to enjoy live healthy. [00:24:18] Rich: [00:24:18] They want a successful event [00:24:19] Luke: [00:24:19] and they give them the gift. Those people, an easy way to find it. Like they gave it an excellent name, part run. Like that’s branding, that’s that’s, and they’ve got this thing going all the way around the world. [00:24:33] You can join a part run event. Anywhere you see and you are a member of it. And Christy has done pot run when she’s been to Poland and she doesn’t have to join in of a system or anything. She’s already part of it. And she can do a run there and they do the same process there and it’s a repeatable and an expandable thing. [00:24:54] That’s what she goes. [00:24:55] Rich: [00:24:55] Yeah, the landscape changes. [00:24:56] Luke: [00:24:56] Yeah. That’s all it is. It’s just the location changes, but the, the process is the same. I don’t know if I’ve gone off course there. Where was I? I was linking back to it because. The owner of the funnel or your parent has your best interest at heart. And even if you are a business and your end goal is money, it’s all about whether the person, whether the person who’s on the other end values what you are providing more than the money that they going to. [00:25:31] Spend to get that thing that you’ve got. [00:25:33] Rich: [00:25:33] Well, they’re willing, they’re willing, and they feel comfortable [00:25:36] Luke: [00:25:36] with the journey that you’re on. And how do you make people, this is all coming back together now. How do you make people feel comfortable? It’s about building up some sort of rapport relationship, having interacted with them on multiple occasions. [00:25:49] Oh, this is . This is going to go off in all sorts of directions. But yeah, you know, Christy probably became aware of part run because somebody else did part run the name stuck in her head because there’s no way you’re going to forget that. She’s then looked into it and she’s entered the funnel and maybe the starting point is register your account online and we’ll see you at the next event. [00:26:11] Here’s the events, and they just give her everything that she needs to take the next logical step, which is turn up to an event, and they also do. Now I think of it, they have rewards. They have, they have the conversion, they have the end goal for the, the, for the runner or the customer. They, this game of Fides. [00:26:29] They want to see how well they did. Did they improve their time from the last time they were there? Were they the best in their category of like 18 to 30 year olds where they, how many times have they run, cause they keep a track of all of that and they give out. I like tee shirts and stuff too. Like, Oh, this is your 50th part run. [00:26:48] Rich: [00:26:48] You’re building up achievement points [00:26:49] Luke: [00:26:49] and it doesn’t matter that they did five runs in Lester and or they went to Poland and they did a run in or whatever. It doesn’t matter. Overall, they’ve gained their 50 points from running 50 times. It doesn’t even matter if. They, if, if they got a good time because there’s still a way for them to achieve something. [00:27:10] Exactly, yeah. They can go, yeah, I don’t get the best time, but I’ve done it 50 times now [00:27:14] Rich: [00:27:14] that’s trying to run, to win the race, to win my own personal satisfaction [00:27:20] Luke: [00:27:20] and to everyone who interacts with that brand. Like it’s hard not to think of it as a brand now, but it’s, it’s a community. It’s got a name and they’re part of some thing and it’s almost because it’s got authority in it’s official. [00:27:35] They can turn around to another Bruner and say, I’ve done power run 100 times. Here’s my profile, and there’s my status. And I like that. And they can share that if they want. They don’t have to, can be completely anonymous if they want, but they give people the opportunities that he wants. They’ve run a race to go back into the system, find their number in the list, and put their name against it. [00:27:56] And I think that’s really cool, and like, no one’s no one’s. There’s just something, there’s something at the other end of it, Jen, more than just running the race and having the achievement, like the knowing, Oh, I did that as good for me, health wise as good for my self esteem. That’s good for this. It’s good for that. [00:28:15] There’s actually more to it where the community can go, Oh well done. Like you’ve, you’ve done. This many races. Great run, great ruin. Yeah. And that was, that was actually very, I didn’t run by the way. I just stood and I didn’t, and I’d like to say I cheered her on, but Christy doesn’t like anyone talking to her when she’s running. [00:28:34] So I just like let it run by and just that waived. But everyone there, or the organizers or the organizers and all the people who went there to watch people run and to support them were not only supportive of the people that were. They were there to see, but they would say, well done, keep going. And like that. [00:28:51] That was the sort of thing that was going on there. Thought I just mentioned anyways, nothing to do with the funnel, although it might be, yes, it could be. Yeah. Because in an online sales funnel, you are stood at the sidelines. Enticing them to keep going. You do have those offers at each step of the, of the funnel to go, well done. [00:29:13] You got to this point, keep going, keep going. I’m just beyond, this is this, and beyond that, is there some, beyond that is something else, and beyond all of these things is where you, where you’re trying to get to anyway. Yeah. So there is that kind of cheerleader. Thing going on with an online sales funnel like that. [00:29:33] That analogy of the ruining is probably one that we can boil down and actually like document and use that I’d love for us to put some illustrations together and, and sort of be able to do a presentation and show people. Look, you don’t know what a funnel is. Here’s a funnel and use that running one as an example. [00:29:54] I think he’s a really good one. And you know, going, these are the rumors. They your traffic, they like, they’re your audience and they’re their targeted audience because we know they’ve runners, so we know that they’re going to want to ruin. At some point. And Oh, we give, so we give them what they want. They want to provide them the truck. [00:30:12] We give them the resource too, because he’s running. Yeah. And we give them a reason to do it as well, and we make it so it’s rewarding. And. And we, uh, you know, this thing’s growing year on year on year, and you apply that to a business or a product or service or anything like that. And you pay attention to how things happen in real life. [00:30:33] All these things that have been solved and figured out over time by all of the people that have gone already, unfortunately for them. But now we can, we can act upon that learning and apply it to different things. [00:30:48] Rich: [00:30:48] Exactly. We find that the funnels within nature. Already exists. Nature has already worked out. [00:30:54] These natural processes already exist. [00:30:57] Luke: [00:30:57] Well, they’ve gone down the path of least resistance, and that’s what we’re creating with an online sales funnel. We’re giving like not frictionless. There’s always friction, but we’re making it as smooth as possible. And w and you know, all of those sayings that you hear, like, you know, the. [00:31:15] The way to do anything is take the first step or get started or whatever. We’re just making it. Easier. And at that first step, you need to help people get that, make that first step. So you need to be in the right place in front of the right people, and you need to send them down a G, like through a journey that is focused, concise, has, has some. [00:31:38] Upsells, and you know, some offers, things they may need, they haven’t thought about, that’s beneficial towards, as the funnel owner. It’s beneficial to them because go well as I’m here and I’ve got my debit card out, I may as well Chuck in an extra duh duh duh cause I need some of those. Or if no thanks, I don’t have any of those. [00:31:56] And yeah, it’s, it’s really not about pushing a hard sell. It’s just about. It’s about making an easy sale. It’s about making a sale easier for both ERs and the consumer or the client or whatever. [00:32:11] Rich: [00:32:11] Yeah. It’s setting up a stage where, you know, the audience wants to watch this, Charlotte. [00:32:16] Luke: [00:32:16] Exactly. Yeah. [00:32:18] Rich: [00:32:18] You’ve put your actors in place because you know they’re the actors that they want to see, and this is the journey that they’re going to go on. [00:32:25] This is the thing that they want to see. They want to absorb this. They want to take it home. This is already ready to go [00:32:34] Luke: [00:32:34] and yeah, and, and not makes it like that. That’s why I think in my head I find it very easy to go and speak with a customer, figure out what would be a good high ticket offering that they could sell. [00:32:48] And. To use a really poor car analogy cause I know nothing about cars. Let’s say that their high ticket item is the brand new Tesla, whatever it’s called now, like that it’s about an 80 grand car or whatever. I’d like to sit and help them figure out what are all the, the, the steps leading up to that eventual purchase of that. [00:33:11] And is it by offering on, no, the Nissan micro version, you know, the very, the, the, the, the thing that. It indicates that someone is on the market for a car and they come in to buy the Nissan Micra. And then you go, what about an electric car? Here’s an electric version of the Nissan Micra. Oh, do you need like, and then you can start asking questions. [00:33:33] You go, how many people are in your family? And you can, you can at that, like, yeah, you could determine that earlier on and only market to people that you know, have a family of four and looking for that size car. But at least you can make that offer because someone who’s. Thinking that they’re on the market for a Nissan Micra may actually realize it’s going to be way much better for me from a life perspective of being able to get all the kids in the car not have to keep going to the petrol station and refueling, having support there. [00:34:03] For, for when the car breaks and knowing which dealership to go to and all of that sort of stuff. Yeah. Maybe it makes more sense for me to buy the more expensive car that does all of these other things that I hadn’t even thought about until I was with, like I started the process of knowing that I was on the market to buy a car, thought I knew what I wanted, but now I realize now it’s being presented to me that that’s probably, I can still have that. [00:34:30] No one’s saying you can’t have that. You just say, yeah, I do want the extra. Yeah, I do. On that. I actually know my next model up, the next model, look the next model up, and you can apply that to pretty much any business offering. Um. If you were a, let’s say you were a sales consultant, rich, sometimes you do sales consultancy, but let’s say if your final product that you want to sell is a 5,000 pound face to face consultancy, sort of seminar event where you go in with the client, you know, dash your big ticket item that you want to sell. [00:35:05] But what I would do if you were my client, and. We sat down and we were working out a strategy, we would figure out what the lead magnet would be and what the very starting point would be to get somebody into a funnel where they would eventually go. I see the value in having this expert come into my business and talk to all of my staff that’s really worth it. [00:35:25] Rich: [00:35:25] So here’s the, here’s the small book, [00:35:28] Luke: [00:35:28] here’s the book, here’s the free PDF, here’s the [00:35:32] Rich: [00:35:32] this, these, these are my first 10 tips of how to increase your sales. Yeah. And this is for free. You can implement these in your business. Once they’ve gone down that process and they’ve seen this information. Becomes a success. [00:35:47] They feel the rewards from that. Then of course, the next step is for them to, to book the consultation, to go up to the next level. Exactly. Until we continue down that path, until eventually we’re holding the 5,000 pound seminar with the entire company and we’re going through a week’s process. [00:36:06] Luke: [00:36:06] Exactly, and the thing to remember is when it comes to. [00:36:10] Actually having a good return on investment when paying, like, I’m not going to go into it in too much detail, but my personal opinion is the best kind of traffic is the traffic that you pay for because it’s easy to target, but the best way to get that traffic to actually end up converting is, is to. [00:36:31] Find something easy to convert that still has an audience and traffic that represents your ideal customer who would be in a position to buy your, your high ticket. Uh, offering. So we know that if someone is looking for how to improve sales in my business and we give we, we sh we serve them an ad that says, download this free book. [00:36:56] We’ve top 10 tips to improve efficiency in sales in your business. If they click onto that, they’ve shown, they’ve indicated that. That book for getting the book and they are on the market to improve their sales in their business. They want to watch and that, so that giving them that thing, we then from that point, we have maximizing the effectiveness of that initial cost to buy that traffic because now we can market to them. [00:37:23] If you wanted to on automation once a week, every week for 52 [00:37:28] Rich: [00:37:28] weeks, we know that they are on that road. [00:37:30] Luke: [00:37:30] They’re on that road. Might not be the big [00:37:32] Rich: [00:37:32] ticket item, but we certainly know that they are on the path to becoming [00:37:36] Luke: [00:37:36] that big 10 and if they’re the type of person. That is looking to improve. You know, they’re, they’re probably naturally going to being proving their business just by being that sole person who wants to improve their business, taking steps to help them. [00:37:51] So they will start to attribute this as long as you’ve got enough impressions going to them. So each time you’re in their inbox and you give them something of value over those 52 weeks, if it takes that long, they will attribute that success that they’re having to your input. And then when you finally give them that offer of. [00:38:07] There’s a 5,000 pound a day course where I come in and do a full on strategy session with you. They’re going to see the value in that. And then they’re going to convert. And then when you look at what you spent to get them to convert to a five grand sale, it’s pennies. It’s like you’ve probably spent one pound 21 because all you did in the first place was get them into the top of your funnel and come like you did a much smaller, easier conversion right at the very [00:38:34] Rich: [00:38:34] start. [00:38:35] Got them on the road in the first place. And we might, we make the giant leap, which is meant to be the first step, which is meant to be the biggest hurdle. We made that as small as possible and we started just by tiny steps [00:38:49] Luke: [00:38:49] just [00:38:49] Rich: [00:38:49] to get them in, show them what, make them aware, brand representation. We allowed them to give us their information, which they wanted to do because they are. [00:39:00] Intrigued. It’s about the service that we [00:39:01] Luke: [00:39:01] bring. And usually as long as you say this is like, we want that information with GDPR and everything like that, there’s going to be an episode on GDPR. By the way, I mean, you know, we’re, we’re all, we, we advocate that you’d be upfront and say that if you sign up for this free thing, you will go onto a less to be marketed to, but you give them the opportunity to unsubscribe and. [00:39:22] You don’t spam them and you don’t sell their details. All of that sort of stuff, you know? And in anyone who doesn’t tick that box anyway, you know, it doesn’t matter. Let them have their free PDF anyway. It doesn’t, it doesn’t matter if you can’t continue to market to them. But on the most part, people who. [00:39:38] Yeah. Tick the box. Oh, goes through. I’m sorry. Continue to know. [00:39:41] Rich: [00:39:41] Not all the seeds that you plant will flower, but the point is [00:39:45] Luke: [00:39:45] volume. You plot you [00:39:47] Rich: [00:39:47] so as, as many seeds as possible, you cast your net as broad as possible. [00:39:52] Luke: [00:39:52] Yeah. And, and you know, it’s a, it’s an issue or it’s an objection that I get from clients quite frequently and I do have to spend a lot of time sort of unpicking it and showing them how collecting a list and building a list of emails is still a very good marketing strategy. [00:40:12] And cause it’s, it’s the [00:40:13] Rich: [00:40:13] free, it’s [00:40:14] Luke: [00:40:14] just free knock on the door. It’s a slow burn. But. It becomes a flywheel. It because it, as long as your strategy is, we’re going to keep putting people in the top of our funnel by offering them something for something very small, which is their email address and being okay with the idea that that one particular person may not convert to a high ticket purchase for a very long time. [00:40:41] You’ve got to be okay with that. And you’ve just got to think, some people will convert up front, some people won’t. But the point is, we’ll have lots and lots and lots of opportunities to get them to, and without spending any more on getting them there. And you know, I think, you know, the. Another conversation that we could go into much detail about is, is I’m a millennial. [00:41:07] You’re a millennial on zanio. You’re Zinio. What is that in between or what [00:41:11] Rich: [00:41:11] generation X and millennials? There is a small window. [00:41:16] Luke: [00:41:16] You’re like the bridge between the two [00:41:18] Rich: [00:41:18] on the bridge connect. That’s my role as a, as a millennial. [00:41:22] Luke: [00:41:22] You’re the translator. Yeah, exactly. [00:41:26] Rich: [00:41:26] I was around when, you know, you could still go out to plays. [00:41:29] You were a kid. So the launch of the mobile phone, the launch or the mobile phone? I think I was 1415 maybe 60 yeah. I [00:41:36] Luke: [00:41:36] think I was maybe 12 or some giant bricks in our [00:41:39] Rich: [00:41:39] pockets when they weren’t at school. [00:41:40] Luke: [00:41:40] Yeah. It didn’t matter what phone you had, it was like just having a phone. The phone was, yeah, it [00:41:46] Rich: [00:41:46] was. [00:41:46] You were the bomb. [00:41:47] Luke: [00:41:47] But the, the, the point is though, what some of the clients that I now work with, they are typical millennials that want instant gratification and. No names being said. I recently had a consultation call with somebody and they, they really challenged me when I said that building an online marketing list was a good way to go. [00:42:11] And their response was, this isn’t verbatim, this is like, it was along the lines of, we don’t care about email addresses, we care about sales. And it was very frustrating for me to not go, but don’t you understand that. You’re, you’re asking me to provide you with some thing that you put money in and money instantly comes back out in like 10 fold on the other side and. [00:42:36] As much as I’d like to say that exists, unless you’ve got something really compelling and, and we’ve a lot of hype about it, it just doesn’t happen. People don’t tend to [00:42:47] Rich: [00:42:47] that is, that is the machine that you’ve built, but it’s a slow burn. It’s [00:42:53] Luke: [00:42:53] not a slow burn [00:42:54] Rich: [00:42:54] of the funnel. It’s the eventuality is that, you know, you plant all these seeds. [00:42:59] Luke: [00:42:59] So, so, you know, I’m still in talks with that, that person, but I probably think that we’re not going to be a good fit because it’s, it’s, it’s a lot of trying to justify why this strategy, the online sales funnel strategy actually works. And there is no magic bullet to put money in one end and immediately get. [00:43:18] X amount of money back out the other side. You can get something that seemingly looks like that when you use the funnel, because you will put the money in, the person will convert, and then at the same time someone converts to give you their email address. Someone from six months prior will make a big ticket purchase and then they’re forever going down. [00:43:38] Those roots going low every, then the next person will come six months down the line and they’ll purchase, and as long as you’ve got enough people in the top, you can have a lot of conversions happening at the same time. So you say, and all you’ve got to do is continue marketing to the people at the top of that you want in the top and the rest will follow afterwards. [00:43:56] You just continue to market for free to the people that entered the top, and you still [00:44:02] Rich: [00:44:02] have to pay for your target. You’re talking, you [00:44:04] Luke: [00:44:04] do have to pay for your target marketing, but we’re paying for, we’re, we’re putting them on a route where they’re more likely to make the easy conversion. And that’s, that is the point in the show. [00:44:14] So I think we have talked the legs off that bridge. The, the point is that funnels are everywhere. And I’m sure we’re going to talk about this many more times, podcasts, because it goes deeper and deeper and deeper. But I hope to anyone listening, you’ll start to see these. Funnels, you might call them something else, but we would call it a funnel and you’ll see it in everyday life and you’ll start to spot it more and more. [00:44:42] And the more you do, you’ll probably understand that if I’m, yeah, there’s a big picture and EV, everything’s related and everything, basically, it’s probably a good idea to take a look into using online sales marketing funnels for your business. Okay, well, we’ll see you again next time. Thanks for listening and keep your eye out for those funnels.