It doesn't
matter what type of business you have, or what sort of service or product you
provide, the equation is simple. The more customers you have, or at least the
more they spend, the more likely your business is to succeed. While repeat
customers are generally regarded as the best type of customer, you can never
underestimate or overlook the importance of a steady flow of new customers
coming to your business for the first time.
You will have no
doubt heard of the term ‘sales funnel’ before and you might be even aware of
the simple principle of pouring potential customers and leads into the top and
getting paying customers out of the bottom. However, you might be slightly hazy
on exactly how you turn one into the other as efficiently as possible, and don't
waste time with tire kickers and window shoppers.
A sales funnel
does not quite mimic a funnel in the real world, because everything you put in
does not come out to the bottom. Instead, you will find that your potential
customers tend to leak out of the sides. This can be through either a waning of
interest on their part or a misstep on your part that drives them away.
For this reason,
it is almost certainly the case that no matter what you do, you can't turn
everybody into a buyer. It is important, then, that you spend as little time as
possible on the tire kickers and window shoppers and as much time as possible nurturing
those who might become a customer. Knowing the difference between these
different types of people, and how you define one from the others is an
interesting process, that is expertly explained in this article by Web Presence.
You will find
that using information from sources like this can save you time and effort
running down dead-end streets for no reward. As a small business owner, your time is extremely precious. So, having a clearly defined salesfunnel setup can go a long way two taking the weight off your shoulders and knowing
that you have a steady stream of new customers coming in.
You might find
that the buyers of products in your niche will follow the same path from
initial inquiry to making a purchase. By looking for the ones that stick to
this path, you are more likely to have a potential customer in your hands
rather than a time waster.
Of course, turning
that lead into a customer is not the end of the process by any means, it's just
the beginning. As mentioned above, repeat customers are the best customers to have, as you do not have to market as
much to them again to get another sale. This is because they are already
familiar with your business, and if you have done your job properly, will be
willing to buy again.
In common with
the sales funnel that bought them into the business, communication is key here.
By letting them know when to expect their product or service to arrive, following
up to make sure that they are happy, and asking for feedback, you are keeping
them in the loop. This is also a great way of communicating with them regarding
any new products that might be a good fit for them.