Example: Angela Fehr, who teaches watercolor classes on her Teachable school, offers a wide variety of courses like landscaping, fluid painting, and creative painting. Angela created a comprehensive bundle of her individual courses. It’s called called “Watercolor University” and it includes a total of twelve courses, which she sells for a premium price.
Private communities: This is a great way to establish a closer and continuous channel of communication between yourself/your company and your leads, as well as allowing them to interact with each other. You can create private communities to start conversations, gather feedback, or share updates and news. By starting a community, you are committing to being active and monitoring it regularly for the medium/long term, which can be very time consuming in future—so keep that in mind if you decide to go with this tactic.  
While everyone evaluates their options at this stage in the buying process, how carefully they evaluate their options depends a lot on their personality and the cost of the solution. Generally speaking, the more financially conservative your target audience is and expensive your solution is, the more comparison shopping your potential buyers will do.
At this stage, your prospect is evaluating you, your company, and your products and services. They are taking a closer look at what you have to offer than they were in the discovery phase. They are also looking at other options to see how you compare to them. At this point, you have probably sent them an initial quote or proposal and are answering any detailed questions they have.
How to get started: If you want to do this at a conference, start by making sure that it’s ok with the organizers if you share content on your website with the people you are speaking to. Most of the times they will be ok with it and give you some pointers on what you can or can’t do, but for certain large conferences you might not be allowed to do this. To get people to visit your website, create content that is highly relevant to the topic of your talk and share it using a URL address that’s easy to write down or remember, as people will likely need to go back on their notes to visit your site. 
Now, optimally, you’ll want to add more steps to your sales funnel (more on that later), but let’s say this is your bare-bones funnel. To generate leads and collect customer information, you offer a loyalty program, where people earn points for buying pizzas that they can cash in for discounts on future orders. Then, you email them a special coupon, and a percentage of your leads will open that email. A percentage of those opens will actually buy a pizza.
For instance, in the Awareness phase of a sales funnel (the first stage), you’re focused on what your customer sees, hears, and feels as they are becoming aware of who you are. In the Prospecting phase, which is the first phase in pipeline stage, you’re focused on what the salesperson is doing to find qualified leads and to build awareness within their target markets.
How to get started: Gather a list of contacts from the groups mentioned above and email them to share the content you’ve created. Important: If your list is large and you plan on emailing them in bulk, you must give them an option to unsubscribe or stop receiving emails from you. An “unsubscribe” button is auto-generated on most email service providers.   
The marketing funnel depicts the steps of a hypothetical buyer through his decision-making process. The funnel is widest at the top and then gradually grows more narrow. The earliest models depicted a customer entering the funnel as a novice and then sliding down the funnel and through the steps of awareness, interest, desire and action, meaning a purchase.

There are a number of different tools on the market today to help you track these and other metrics, though for most businesses Google Analytics represents the most comprehensive, easy-to-implement solution. Since it’s free, use the service’s funnel-tracking tools until you determine that you need something more advanced and then move on to another sales analytics program or a complete marketing automation program.
Data insights are again the key to funnel optimization. Three other data-driven technologies follow analytics and sales reporting as the most popular sales tools: account and contact management (65%), sales forecasting tools (56%), and customer relationship management (CRM) systems (58%). The latter is a particularly crucial tool for optimization, enabling your business to organize all customer-related data in a central location.
We spend a lot of time researching and writing our articles and strive to provide accurate, up-to-date content. However, our research is meant to aid your own, and we are not acting as licensed professionals. We recommend that you use your own judgement and consult with your own consultant, lawyer, accountant, or other licensed professional for relevant business decisions.
The truth? People are smart. They're not simply going to buy anything from anyone unless they feel there's an immense amount of value to be had there. Thus, your funnel needs to built that value and bake it in through a variety of means. But most importantly, you have to create a strong bond with your prospect, and that happens by being relatable, honest and transparent in your email warming sequence.

Case management tools are especially helpful at the end of the sales funnel when the prospect becomes a customer and you want to handle and track support issues. Effectively managing support issues leads to increased customer loyalty and improves your chances of getting repeat business and referrals. Having case management in your CRM enables you to build customer loyalty because support issues will be top of mind until they are resolved.
Principle of commitment & consistency -- When people commit to something, they're far more likely to purchase from you. That's why getting them to agree to something like a free + shipping offer or by agreeing with something you've said in some way. This is a powerful principle in sales and if you pay attention to some of the best marketers in the world, you'll notice that they work fervently to get your commitment to something, even if it's very small in the beginning. 

Direct email: Direct email works great if you have a list of people interested in your business. For example, people who attended one of your in-person workshops, a list of current customers, or a group/community you are a part of or manage. Important: Notice how we specify that these should be people you previously had contact with. We don’t recommend that you purchase email lists to do direct emailing as that can have a number of negative consequences for you and your business.  


In the Intent stage, your prospect has made a decision to buy from you, but the deal hasn’t closed yet. They plan to buy but want to make sure your quote or proposal encompass everything they need at a price they are willing to pay. Here, you are negotiating terms or finalizing your proposal. Objections around price and other key terms usually surface here.
Visitor-to-lead conversion rate: This metric will tell you what percentage of your website visitors end up becoming leads. You can use this as an indicator of how attractive your offer to become a lead (we’ll talk about the type of content you should use in this stage in a second) is to your visitors. As you might expect, you should aim for a high conversion rate. If you use tools to capture leads with popups forms, this metric will be tracked and provided to you. However, if you use other tactics to collect leads you might need to use Google Analytics goals to keep track of this metric.  
The concept of “creating customers” may at first seem to be an odd one. Don’t you find customers, not make them? Well, yes and no. While it is extremely hard to turn someone into a customer if they have no interest in your product/service or don’t have the money to make the purchase, with a proper sales funnel, can can create fans out of people who never even knew you existed (or at least never realized how much they needed whatever you’re selling). A sales funnel can also turn an “on the fence” customer into a raving fan who refers even more people to you!
The truth? People are smart. They're not simply going to buy anything from anyone unless they feel there's an immense amount of value to be had there. Thus, your funnel needs to built that value and bake it in through a variety of means. But most importantly, you have to create a strong bond with your prospect, and that happens by being relatable, honest and transparent in your email warming sequence.

How to get started: After analyzing data from thousands of online courses, we created a launch strategy you can use to launch your own business—you can click here learn about Teachable’s Crazy 8 Launch Strategy. Example For an example of a successful launch, you can check out one of my favorite posts on the Teachable blog. In this amazing case study, Nat Eliason explains exactly how he launched his first online course and made $48,150 in the process.   


Or, in some businesses, there’s only one thing to purchase–you just have to do so often. For example, let’s say you own a dairy farm and sell milk at the farmer’s market every week. Your regular customers buy the same two gallons of milk every week. You can’t move them farther down a sales funnel to buy something more, because that’s all you have–milk.
Some business owners are moving away from the term “marketing funnel” because they think it’s too mechanical or simplistic to describe the lead nurturing sequence by which customers move from awareness to purchase. I think it’s still a useful way to describe a complex process and it’s a good visual to imagine the entire process from start to finish.
×