Being an entrepreneur is hard work. There is SO much we need to do. Post on social media, interact in groups, create freebies, lead magnets, opt-ins, have a podcast, post on our Facebook Page 27 times a day, run a FB group, have a Pinterest strategy, heck even write a book… and so it goes on.

If you’ll let this happen, all of this stuff can take over your life and you could easily spend 12 hours a day, just putting yourself out there.

It’s all good though, because it’s working right? It’s worth spending all of this time on “marketing”, no?

You have new fans on Facebook, you are gaining Instagram followers, your email list is growing – there is just one problem. 

You have no clients.


This post is part of a series on sales funnels. You can read the previous posts here:

  1. WHY NOT HAVING A SALES FUNNEL IS KILLING YOUR BUSINESS – AND WHAT YOU CAN DO TODAY TO FIX THIS

Get notified of the upcoming posts via messenger.

 


You’re doing all this stuff, you are busy, there is no room to breathe, but for some reason the clients just aren’t appearing.

So, let’s stop for a moment and regroup.

When you are selling products or services for your business the MOST important thing you need to get right is the process that turns your leads into clients or customers. This is your backend funnel. Without a backend funnel that converts, there is absolutely no point for you to continue to attract new leads into your business.

So, I hereby give you permission to stop posting on social media, stop posting in groups, stop sending emails until you get this part of the process right.

Analysing your services

The first thing I need you to do is to analyse your offers. What services/products are you offering? How much are they? Who are they for? 

For this we are going to start with your premium core offer, this is the thing that you are known for. As a graphic designer this is probably going to be your done-for-you design package, as a coach, this is your signature coaching offer, as a nutritionist this is your signature package.

It’s time to analyse that offer.

List out everything that is part of that offer.

List out all the benefits.

List out the features of your ideal client.

List out the price point(s).

The pricing is going to influence HOW you are going to turn your leads into customers. If your service is worth more than $997 you will probably need to get on the phone with them. It can be really difficult to sell a high-end service to cold prospects, so you may need to slot an offer in front of your high-end package. I give an example below. 

Now it’s time to map out your funnel.

Once someone has shown an interest in your premium core offer, HOW do you take them through the process to becoming a client? If you can’t answer that question, or you are NOT consistently converting, then it’s time to do some work.

My internal process for example looks like this:

Potential client gets in touch about working together. I offer them a free 15 minute Discovery Call. On the call I follow a set process to establish their needs. This call alone DOES NOT give me enough information to give them an accurate proposal for example for their launch. So therefore I sell a 2-hour strategy session on the discovery call. I have set questions I ask to qualify potential clients.

During that strategy session we go into the nitty gritty of for example the upcoming launch and we plan out the ENTIRE THING. The client gets tons of value and leaves with a solid launch plan that they can choose to implement on their own. I leave with enough information to provide a custom proposal for that client pricing out all aspects of implementing the launch. This is a win win. 

After the strategy session I write the report. They usually average around 20 pages. With that I include a rough proposal and our pricing.

The client then chooses when and how they’d like to implement their ideas and then I send a formal quote, contract and invoice.

Until this process was extremely clear and refined I was NOT converting clients, if I did convert, I ended up under-charging or suffering the usual scope creep. Now that this process is refined, and it works, I am closing proposals at 5k and above which would have been impossible with how I was working previously. We are having more fun and are delivering better work as a result of all of this.

I have even during a strategy session realised that there are some people I DO NOT want to be working with long term – another win win for both of us.

So, now that I have this process in place, I can come up with ideas on getting people funnelled to the discovery call and the marketing can start. The marketing activities are your frontend funnels.

So, let’s put a hold on the marketing and tidy up our backyard, let’s get clear on why people should buy our services, what are the benefits for them, let’s review our process and our discovery call script to convert more consistently. And then return to the marketing and the building of the front end funnels.


This post is part of a series on sales funnels. You can read the previous posts here:

  1. WHY NOT HAVING A SALES FUNNEL IS KILLING YOUR BUSINESS – AND WHAT YOU CAN DO TODAY TO FIX THIS

Get notified of the upcoming posts via messenger.


Once this process is working and you are booked out for your premium core offer, only THEN is it time to think about introducing additional services such as done-with-you, one-to-many, or products and then you repeat the process of designing the backend funnel BEFORE doing any marketing for said new service or product.

I know a lot of entrepreneurs are multi-passionate (and I am one of them) but it truly pays off in revenue if you spend time refining one funnel before starting the next one.

This is one of my passions, so if you want to talk about how to design the value ladder for your business, refine your funnel or build a new one, I’d love to talk to you.

The upcoming posts will focus on tech tools needed to create your front and backend funnels, the different types of funnels and when to use them, timelines for offers and much more. If you want to get notified when the next post is out, click the button below.

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