Funnel Engineering: How to engineer an intelligent sales funnel and increase conversion rates?
Engineer your funnel for maximum conversion
The sales process is a critical foundation of any successful business strategy, though it often varies by company and industry. This course outlines the principles of an effective sales funnel and how to tailor it to meet the unique needs of your business and customer base.
What’s a sales funnel?
At its core, the sales funnel is designed to convert prospects into paying customers through a series of strategic steps. The journey from initial awareness to final purchase (from point A to B) isn't just about making a sale—it's about creating lasting relationships that foster repeat business and advocacy. Each stage of the funnel requires a tailored strategy that considers the customer’s state of mind and readiness to proceed to the next step.
Sales funnels are typically made of several stages like:
Stage 1: Awareness
Stage 2: Discovery
Stage 3: Evaluation
Stage 4: Intent
Stage 5: Purchase
Stage 6: Loyalty
Funnels may vary depending on your industry. It’s up to you to define what are the best steps to segment your sales process and provide your customers the best experience possible that maximizes conversions.
Critical technological considerations:
It is important to note that sales funnels are getting more and more automated or efficient thanks to amazing new technologies coming out. In the lecture material you will find a list of recommended technologies we have proven to be very effective in allowing sales teams to close deals in more efficient and faster ways.
Diving into each stages and some of the sales or marketing materials that work for each stages:
At each stage of the process your prospect or client is in a different state of mind. You have to design specific sales and marketing content tailored to each stage. Below is a brief explanation of each stage and examples of content you may want to use and why for each.
1. Awareness: Introducing potential customers to your product or service. In this stage your prospect was not aware about your product and discovered it for the first time.
What content marketing can work for this stage: Empathetic content discussing problems they have and helping them see there are solutions for solving these problems. A social media article, a targeted newsletter blast, a panel talk at a conference that they attend etc.
2. Interest: Customers show interest and learn more about what you offer. Once you have made them aware that you can possibly solve their problems they become interested in knowing more. This is where you have to understand what typical questions they have in this stage such as: Can it really work for me? Can I afford it? How does it get implemented? How long will it take? Will I really get the benefit? Is it too good to be true? Does it really meet my needs etc?
What content marketing can work for this stage:
Client case studies and proof points that the solution works for others are a great early way to build more confidence for your client. A good sales introduction call to further understanding their needs to show you truly value their feedback and that you can be a trusted partner that will not throw a solution down their throat. Nurturing them with value-added content showcasing your expertise, industry acumen. A good solid high level demo of the product (e.g. video recording) etc.
3. Consideration: Customers evaluate how your offering meets their needs.
What content marketing can work for this stage:
A business case calculation demonstrating the value to be expected and to help the client sell the solution internally to others and get some buy in. Custom presentations he can review and pass around. Introductions to existing clients to discuss their experience and confirm some of the data gathered through the earlier sales process. More customer success stories and testimonials will help a lot.
4. Intent: The decision-making process begins, with negotiations likely.
What content marketing can work for this stage:
A well put together professional quote and pricing with different options meeting their requirements and budget availability.
5. Purchase: The customer makes a purchase decision.
What content marketing can work for this stage:
A solid well put together contract that doesn’t take ages for legal to review and includes all the standard terms that allows for a good and solid business relationship with shared risks.
6. Post-Purchase: Focus shifts to customer retention, satisfaction, and advocacy.
What content marketing can work for this stage:
A customer satisfaction survey, a recorded testimonial of the client himself that you can use to help expand the opportunity or close other deals.
