Ms. Sally Jo Coaching Prospect knows she needs some help in her life, but isn’t sure what it is. In her search for answers, she stops by your website and is intrigued with what you have to offer.
Then she sees the price.
She doesn’t know anything about you and doesn’t feel comfortable spending that kind of money on someone she doesn’t know like and trust. So, she moves on to another website. This website offers her a free special report in exchange for her name and email address. The special report speaks to her needs, so she happily enters the information and downloads the report.
A day or two later, she receives an email asking her how she liked the report. “How thoughtful,” she thinks and goes back to the website to check out what other goodies this practice has to offer. Within six months, she’s spent thousands of dollars with this business.
So, are you the coach with the first website? Or the second?
A marketing funnel is a tool, a technique and a business model that helps business owners build relationships with their prospects and clients over time. Think of a marketing funnel as a path of breadcrumbs where the crumbs get bigger and bigger the longer you follow the path.
Marketing funnels are especially helpful for coaches, speakers and other expertise-based business owners whose core products and services are usually rather pricey. When you develop a marketing funnel, you are building a path of breadcrumbs that your prospects can follow to become clients and your clients can follow to become raving fans. It is a gentle way to build up the “know, like and trust” factor for you and what you have to offer. Each prospect that comes across what you have to offer will be at a different level of comfort in spending money with you. Having a marketing funnel filled with products and services that come at different price points gives you leverage to offer something to every qualified prospect that comes your way.
Without this marketing funnel in place, you most certainly are missing out – potentially even driving away – those who could very well benefit from what you have to offer. And that’s how not having a marketing funnel hurts your practice without you even knowing it.