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The Value Added Sales Funnel - How to Turn Your Website Traffic Into Income

Jul 13, 2016
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The Value Added Sales Funnel - Turning Traffic into IncomeSo you’ve started an Inbound marketing campaign and the traffic and new leads are rolling in. So what’s the next step? Do you wait for the leads to progress through your workflows? Do you sit back and wait for them to call you? Do you take a more proactive approach and reach out to your new leads? For many business owners and agencies these are the hardest questions to answer. Inbound has not only shifted the way we market our products and services, it has shifted the way we sell our products and services. 

Marketing and sales are still typically seen as two separate entities within a business structure. While this may be the case, the lines between marketing and sales are becoming more and more blurred. The internet has shifted more that just communication. It has changed nearly every facet of our culture. The days of cold calling aren’t completely over, but they have changed drastically. With the help of inbound marketing, sales people are more educated about their buyers than ever before. 
 

Don’t Be Complacent

 
Before I share about our inbound sales approach, I do want to give a quick word of caution. This is a lesson I have learned the hard way. While Inbound methods like blogging, SEO, SEM and social media marketing are great for attracting visitors to your site, they can’t do all the work. When it comes to actually selling your product or service, there comes a point where human interaction is a must. Yep, that’s right, if you really want to sell you are going to have to talk to people. 
 
It’s easy to sit back and wait for your leads to travel through your workflows and advance through the buyer's journey, but businesses that grow take a proactive approach to selling, not a passive one. So let’s transition into how we can use the information we gather in with our inbound strategy to take our sales to the next level.
 

Sales Is Personal

 
There is a theme that runs through the very core of our agency. Everything we do is focused on creating a real, authentic and personal connection with the people we come in contact with. Yes we use automation software, but that’s just one piece of the puzzle. At the end of the day, people want to do business with people. This rule applies to corporations just as much as it does to small and mid-size companies and even e-commerce sites.
 
While the internet may have changed the way we initially begin a conversion, (some research has suggested that by 2020, 80% of the buying process will occur without any direct human-to-human interaction) human-to-human interaction is still extremely important. We are social creatures, there is no way to change that. Although the progression towards 80% seems scary, we do have something to fall back on, the old 80/20 rule.
 
The Pareto principle (also known as the 80–20 rule, the law of the vital few, and the principle of factor sparsity)[1] states that, for many events, roughly 80% of the effects come from 20% of the causes. (Wikipedia This means that now we are forced to put more into the 20% of the process we actually have with our prospects. For many in the traditional sales field this would mean trying to cram as many features and boring company accolades into a short and most likely failed sales call. In order to capitalize on the 20% and use it to our advantage, we must think differently about sales and how we interact with other humans. 
 

The Value Added Sales Funnel

 
Just like any other aspect to your business, developing a scalable strategy will help you be more effective and streamline your success. On the marketing side, this is why we always begin agreements with what we call the Inbound GamePlan. In order to bridge the gap between marketing and sales, I developed what I call “The Value Added Sales Funnel.” The approach is simple, yet effective. The goal is to continually add value to the prospect with each interaction and conversion which leads them to see your company as a trusted resource and not just another vendor.
 
The Value Added Sales Funnel - How to Turn Your Web Site Traffic Into Income

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Phase 1: Sell Value

 
Why should people do business with you?  Why should they chose your competition instead?  What keeps you up at night? What dreams to you want to achieve? These questions are powerful for many reasons, but mainly because they can help you determine why you do what you do. If you don’t believe in yourself or your services, why should anyone else?  Once you have divided your “why” you can use this to begin to add a whole new dimension to your marketing and sales. 
 
Selling value starts with selling your why. Before people ever buy your product or sign up for your service they need to trust you. Companies that start by selling their purpose begin to establish a personal connection with their prospect. This phase of “The Value Added Sales Funnel" begins before you ever pick up the phone or send an email. Here is where you align marketing & sales to tell share with your prospects a story of what could be. Connect them with the vision on the future and how a relationship with you will help them achieve it. 
 

Building Case Stories

 
One way to sell value is through the use of case studies. The key here is to provide powerful and compelling information that connects emotionally. A case study should really seen more as a case story. Sure stats are nice, but how did your product and service change to improve your clients lives? How did you help them grow or solve a problem and what was the personal impact?  “Self-Improvement” is a 10 billion dollar are year industry and Amazon has just shy of 1 Million self-help books you can buy, that’s nearly 10 times the amount of business development books. People want desperately to improve the quailty of their lives. Businesses that can help connect their product to peoples lives will create a community that not only buys but promotes them as well. 
 

The Cost of Inaction

 
Building urgency is hard. This is where typical sales people come off as pushy and arrogant. What if instead of using fear, deadline and others forms of manipulation to get someone to buy, we educated them on the real cost, the cost of inaction. It’s easier to stay put with what you are doing, even if it’s less effective, for one main reason; it’s safe. What many fail to realize is that not taking action can be the riskiest move of all. Back in 2009 I had a chance to jump onboard with Hubspot. I had been using the website grader for some SEO clients and liked some of the other offers they were putting together. But, I was afraid. $200 a month for a tool seemed like a lot so instead of taking action, I decided to do things the way I always did them. Fast forward to 2015, I finally joined the Hubspot community and in less than 2 years I went from less than $40K a year to now on a path to $250k in revenue. Looking back, the cost of inaction was huge. Had I known, or was even educated on what that was, things may have been different.
 

Educating about “Sunk Cost"

 
Now blowing an opportunity can really throw you into a funk. But dwelling on what could have been doesn’t change the present nor the future. While inaction did cost me, I had to see it as a “sunk cost.” A sunk cost is a cost that has already been incurred and cannot be recovered. How many times have you heard a prospect say, “Well, we already bought this other product. It sucks but since we paid for it I guess we have to keep using it.” While this feeling may be valid, the truth is continually using a product or service that doesn’t work just because you already paid for it is a terrible decision. Educating your prospects about sunk costs will help them detach emotionally to the bad purchase and look for a new, better option.
 
The selling value phase is not about selling a product. In fact, in most cases no money will be exchanged. What will be exchanged is knowledge, relationship and trust. These are extremely important not just for you as the sale or marketing professional, but for the prospect as well. In this phase we are trying build the foundation to an authentic relationship. One where the buyer sees you as a trusted advisor.
 

Phase 2: Sell A Personalized Solution

 
As an agency we work off retainers. But here's the deal, even if you have established some trust in phase one, very rarely are people willing or ready to make a long-term commitment. For the online marketing niche, most of this fear comes from being burned in the past. If you are in another industry there may be other forms of push back such as vendor relations, price, diverse competition and so on.  In this phase of the sales process it’s key to talk to the prospect, either on the phone or in person. You need to be able to hear their concerns, empathize with their situation and use your own experiences to connect with them. 
 

Do Your Homework

 
The biggest mistake I have made is not getting to know enough about the company or industry before the call. Thankfully I am pretty good a googling fast, but that’s not a scalable approach and can even lead to misinformation. If you are in the B2B world, doing research on the prospect's industry, big players, and the up and coming businesses will help you get a better feel for what your prospect is up against. For B2C companies, knowing where a person lives and the culture of their community will help you better understand their surroundings. Breaking down demographics is also important. 
 

Putting Things into Context

 
Selling to a Paper Company in Brunswick, GA is going to be very different from selling to one in the Pacific Northwest. Culture, community and different business models play a huge role. This goes for any industry. Too often we assume all companies in the same industry think alike. Just because they look similar on the outside, doesn’t mean you can sell to them in the same way.  Personalization helps to create a unique experience for the person you are selling to. It takes what we learned in the first phase and puts it into action. This allows you to create a user focused solution to meet their specific needs and will give you a higher chance of them converting into a sale. 
 
Selling personalized solutions is all about getting an initial commitment. As I stated above, we work off retainers and this causes some push back. We solved this issue by taking what is normally the first month of work and selling it as an initial offer. Instead of commiting to a year, we offer a 30 day engagementwhere we meet with a company's teams, develop their personas and build a 12 month customized inbound strategy. This allows them to invest a smaller amount of time and resources and in return get a powerful strategy they can use themselves or hire us to implement. 
 

Phase 3: Sell Your Service

 
The third and final phase is where you make your “pitch.” One of the mistakes I made early on was sending a proposal as soon as anyone asked. There are a few reasons this is not a good idea. First, it makes what you do more important than why you do it. Second, it puts way too much emphasis on price. And lastly it gives you no time to decide whether or not you want to to business with that person or company. The selling process is just as much about the prospect selling themselves to you as it is about selling yourself to the prospect. 
 

Honesty and Transparency:

 
These are two terms that have been used and abused for decades. When I hear them the first thing that comes to mind is politics. But in reality, people desire honesty and transparency. Telling your prospects everything about your product and answering any questions they may have with honesty goes a long way. If you don’t know the answer, admit it and go find out. In this final phase remind them again about your why. Share with them the heart of your business and why you offer what you offer. Enthusiasm is contagious. Give them reasons to be excited. 
 

The Bells & Whistles:

 
Features are nice but people don’t buy iPhones simply for the features. They buy them because of how they make them feel. Same goes from Mercedes, Tiffany & Co., fresh made Orange juice from your local grove and the list goes on. When in the final phase of “The Value Added Sales Funnel” it’s paramount that you connect your “features” to “feelings.” Again, why should they purchase what you are selling? 
 

Making the Ask:

 
How you deliver your ask is crucial. “So, you wanna buy my stuff” is not a good pitch, yet that’s basically what many of us do. The key is to share, educate and connect with the prospect to a point where they ask “What’s the next step!” When you get that answer it’s time to share the details. But be careful! If you fall in to “sales person” mode you can kill the deal. Layout the next steps in a clear and actionable way. Before I ever send I proposal over I must get a yes to 3 questions. 
 
  • Are you committed to your goals?
  • Are you committed to Inbound?
  • Are you committed to spend?
 
If I get even one no, I won’t send a proposal over. It’s key to always be in a place where you control the momentum. You are selling the solution, you are providing a service and you need to be sure you want to do business with that person. 
 
At the end of the day, sales, just like marketing, is all about connecting. The better you are at educating, providing value, listening to your prospects, and building trust the greater chance you have to close the sale. It won’t happen on it’s own, growth never does. It takes practice, process and perseverance. This model is by no means perfect and it’s constantly being tweaked. But building processes take time. I’d love to hear your feedback so please comment below. 
 
Happy Marketing! 
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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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