Do you want to understand why focusing on qualified ideal clients is vital to the success of your sales funnel?
If you are creating a sales funnel for your business, and you are serious about making money with that sales funnel, then it is important that you understand why you should focus on qualified ideal clients.
This is an important part of ensuring that the marketing message at the core of your sales funnel reaches the right people.
“If you try to please everyone, you might as well kiss your ass goodbye” – Michael Port
Identifying Your Ideal Clients
In his amazing book; Book Yourself Solid, Michael Port tells the story of “The Old man, The Boy and The Donkey”
The moral of the story is the perils of trying to please everyone or trying to be all things to all people.
It is extremely tempting to market your business to as many different people as possible – to market your business to everyone with a wallet and a pulse.
However, you need to ensure that you build your (marketing and) sales funnel with your ideal clients in mind.
You need to ensure that your ideal clients find their way to our your sales funnel.
This is called ‘targeting’ and it is actually the difference between generating a massive return on your time, effort and money and making no money at all.
Selling to Random Strangers
A good way to understand why targeting is important is to consider the job of a salesperson.
Some salespeople begin their careers cold calling.
These are people who are tasked with picking up the phone and trying to sell products and service to random strangers.
Now, some of these salespeople are extremely good at getting anyone to buy anything.
Some are not so good at it.
Either way, this kind of selling is not for the fainthearted.
Selling to Qualified Ideal Clients
As they progress through their careers, they will be promoted and provided with opportunities within their organisation to sell more lucrative and expensive products and services.
Eventually getting the stage where they are earning the big bucks.
What is the main characteristic of this stage of their career?
They are focused on selling to qualified customers who have a lot of money.
In the early stage of their career, their boss basically says:
“if you can repeatedly sell this thingamajig to any ‘just-above-broke Tom, Dick or Harriet, you’ll be promoted to the big leagues, where you will be selling to wealthy individuals who have already told us they want to buy”
Your Professional 24/7 Salesperson
Your sales funnel needs to be built into your professional 24/7 salesperson.
Your sales funnel will only be successful, if it is great at attracting qualified ideal prospects, and at converting those leads into customers and clients.
This means that your sales funnel needs to be built for people who (at a very basic level) are interested in your niche.
These are people who are the right age and sex and who have the right income.
So how do you reach these people?
PPC For Speed, SEO For Growth
SEO stands for Search Engine Optimisation and it is a technique for ensuring that your website pages show up in the search results when people search for certain information.
Many business owners are drawn to SEO because they see it as cheaper than PPC.
I am not so sure about SEO being cheaper but I can tell you that even though it essential to your long term online success – it is not the tool to use if you are looking for really quick wins.
You need PPC for that.
Attracting Your Ideal Clients
PPC stands for Pay Per Click and you only pay each time someone clicks on your links.
PPC ads can be placed either on Google searches (through Google’s ‘AdWords’) or they can be placed on Facebook.
PPC ads are an essential component of a successful sales funnel.
They are used to target people based not only their age, sex and location but also on their hobbies, interests, job title etc..
So, one part of the successful sales funnel is a strategy: identifying your ideal clients.
Another part is your chosen tactic: SEO or PPC, or better yet SEO and PPC working together.
The chosen tactic, used with the right strategy, will help you find and attract the exact kind of person who is likely to buy from you and then make sure that these are the people who start their journey through your sales funnel.