Creating a sales funnel can seem like a complicated and vast task but in this beginner’s guide for coaches, I am going to simplify this process for you. I am going to walk you through how to create a sales funnel in a way that is completely doable, without all the fancy funnel jargon, so you can follow through all the way to the end.
Once you’re done with this guide, you will be able to build your own client getting machine so you can start growing your coaching business and creating the transformation you desire with your clients. If you have any questions as you’re going through it, please feel free to message me or email me at email@example.com and I will do my best to answer you.
Table of Contents
Overview and Definition Time: What is a Sales Funnel?
In its simplest form, a sales funnel can be defined as the journey your customer goes through from the moment they first learn about you until the day they buy from you.
A sales funnel is shaped just like any funnel, with the widest part of the funnel at the top, narrowing to the bottom.
- If you notice at the top of the funnel, you are building an awareness of you and your offer (business).
- As each prospect gets to know you better and builds that know-like-trust factor, they will progress through the funnel, and move onto the interest level.
- When they are convinced you might have the solution they are looking for, they will begin to evaluate your offer and eventually make a decision.
- Ultimately, if all lines up, the prospect will take action and purchase from you – you will officially have a new client.
The time it takes for a prospect to move through your sales funnel will vary. Some people will enter and immediately leave. Others will stay in the evaluation phase for a long time, waiting for the “right” time to buy. While a select amount will buy almost immediately. Your job is to continue to educate, overcome objections and build trust at every step of the way.
Beginner Steps to Sales Funnel Success
There are three beginner steps you must take to ensure success with your sales funnel:
- Build a cohesive brand with consistent messaging
- Have complete clarity on your ideal client avatar
- Create an irresistible and clear offer that creates the transformation your ICA wants
When I am working with clients to help them build their sales funnels, this is the foundational work that is often overlooked and challenging to fine tune. But I promise you, when you work with a marketing strategist, to complete these steps, all of your marketing, from that moment on, becomes so much easier.
Step #1: Choose the Offer You Want to Sell
If you are a coach or course creator, you likely have multiple offers you sell to your clients. You might offer 1:1 coaching, a group course, a self-study course, or some other type of offer you use to create a transformation with your clients.
Here at Amazing OBM, we focus on four different offers: website design services, content marketing services, launch management services and coaching/consulting services. All of these are distinct offers and draw coaches at different phases of their business.
For the purpose of creating your sales funnel, I want you to choose one offer to target. By narrowing your focus, you will find it much easier to target your ideal client, craft your messaging and ultimately get more clients.
Step #2: Build Your Web Page
For this step, you are starting with the end in mind. You will not be driving traffic to your main website in your sales funnel, but to a very specific page that outlines your offer. If you want to sell a self-study course, then you will create a single landing page on your website for this self-study course. Here are some examples of great offer pages:
There are many key components of a killer online sales page so make sure you follow these guidelines or hire an expert to create this page for you.
Step #3: Create a Lead Magnet that Corresponds to the Offer You Want to Sell
As I explained in the beginning, often a prospect needs to get to know you first before they will invest their hard-earned money with you. And one of the best ways to begin building that relationship is to offer something of immense value in exchange for their email address.
You have seen this tactic a million times before on the internet and it’s an age-old technique called a lead magnet. In today’s noisy online space, these lead magnets need to target your ideal client with the exact solution to the problem they are experiencing right now in their lives.
And the most important piece to choosing your lead magnet is that it directly corresponds to the offer you want to sell.
We are currently working with a speaking coach and her 1:1 coaching program and group coaching course help professionals overcome their fear of public speaking and empower their voice so they can speak with confidence and impact. Her lead magnet targets this very specific problem and target audience. It gives these individuals 3 quick wins to begin the process of transforming their speaking experience.
So think about the ideal lead magnet you can create to begin the process of introducing your prospects to your offer. Create this content and have it professionally produced.
Step #4: Set up a Lead Magnet Optin Page on Your Website
Once you have your lead magnet created, you will be setting up a lead magnet optin form on your website. This is a single (often hidden) landing page that you will drive traffic to so that prospects can enter your sales funnel.
Your lead magnet optin page should have four essential elements:
- An eye-catching and high converting headline and subheadline
- A call to action to enter their name and email address
- Benefit statements that explain what your prospect will receive from the lead magnet
- Your bio so that you can build credibility
Here is a sample lead magnet optin landing page.
Step #5: Connect Your Lead Magnet to Your Email Marketing Software
In order for your prospects to enter your sales funnel, you must collect their email address and get them inside your email marketing platform. Chances are you already have an email marketing software you use, but if you don’t, our favorites are:
- To connect your lead magnet, you will first need to create a separate list that all your email addresses will flow into once they sign up. I normally like to name this list a shortened version of your lead magnet name.
- Connected to this list will be an automation that all your prospects will automatically get assigned to upon subscribing to this list. More on this in the next step.
- You will need to create a form in your email marketing software that you can use on your landing page to collect email addresses.
- All of these pieces need to be connected and working together to create a smooth process for your prospects. Make sure you test everything from beginning to end before you launch this live to the public.
Step #6: Write a Sales Email Sequence
Remember I mentioned how important it is to be super clear on your brand messaging, ideal clients and offer? This is where all of this clarity will help you shine – in writing your sales emails.
Normally I recommend a series of six emails, spread out over time. The purpose of these emails is to take your prospects on a deeper journey with you and your offer. Although there are so many ways that these emails can be structured, I find that this format works well in a sales funnel.
- Email #1: Deliver the freebie (lead magnet) and let them know what to expect from you. Will you be sending out a weekly email with tips and inspiration? Where can they connect with you on social media? Introduce them to you and your company.
- Email #2: Problem + Solution email. Acknowledge and empathize with your prospect’s pain. Introduce your service and how it will help them alleviate the pain.
- Email #3: Client testimonial email. Share a transformation story from a client who used this particular offer. Also provide a written or video testimonial from this client.
- Email #4: Overcome an objection. Your prospect definitely has a reason(s) why they can’t or won’t invest in your offer. Maybe it’s time. Could be money. They might not believe it will work for them. Address an emotional objection in this email and help them overcome it.
- Email #5: Paradigm shift. Tell them why you’re different from other solutions they’ve tried in the past. Help them shift their perspective on something they might believe.
- Email #6: Sales email. In this email, you will ask for the sale. Don’t be afraid to be direct and call them to action.
Throughout all these emails, make sure you provide links to your offer page and consistently provide a call to action. Check out this service. Book a call with me. Email me with your questions. Complete this application. Invest in yourself now.
Step #7: Load Your Email Sequence as an Automation
Once you have all your sales emails written, it’s time for you to set these up as an automation in your email marketing software. You get to decide how long you want this sequence to go on for, but I don’t recommend that you extend it past 10-14 days. I normally set the dates as follows:
Email 1: Immediately after subscribing
Email 2: 1 Day after Email 1
Email 3: 2 Days after Email 2
Email 4: 2 Days after Email 3
Email 5: 1 Day after Email 4
Email 6: 1 Day after Email 5
This sequence will last eight days. Meanwhile, you should always have a regular nurture campaign going on at all times. Your prospect might not be ready to buy right now but through time and consistent nurturing with value based content, they may be ready in the future.
Step #8: Drive Traffic to Your Lead Magnet and Sales Funnel
Once you have your entire sales funnel set up, using the steps above, you are now ready to start driving traffic to your lead magnet and funnel. There are a number of ways to do this, including:
- Organic social media
- Paid social media
- Blogging / Guest blogging
- Joint venture partners
- Search engine optimization
- Media opportunities
Organic traffic is typically slower and costs less money, but often produces better leads. While paid traffic is more expensive and faster, the leads tend to be colder. If budget allows, I suggest you use a combination of organic and paid strategies to drive traffic.
Step #9: Measure Your Results
Measuring the results of your sales funnel is so important. It helps you understand what is working and what isn’t. Here are some things for you to look out for:
- The conversion rate on your lead magnet optin page
- Cost per lead if you’re paying for ads
- The number of subscribers you receive for your lead magnet
- Open rate on each email of the sequence
- Click through rate on important links in the emails
- The number of calls booked as a result of your sales funnel
- The number of new clients you receive
If you aren’t getting the results you want (as long as you’re being reasonable), it’s time to tweak your funnel. There are a number of things that might not be resonating with your audience…
- Your lead magnet
- Your lead magnet landing page
- Your offer page
- The messaging in the emails
Do some market research or hire a digital marketing expert to help you with some new and creative ideas.
Step #10: Rinse and Repeat for Every Offer Your Sell
Once you have mastered the sales funnel process, you are now ready to rinse and repeat this process for every offer you have. Don’t forget that each offer is different and therefore needs a different strategy, messaging, and sales funnel.
Do you feel like a sales funnel wizard now? If any piece of this process makes you feel stuck, please know that there are digital marketing experts that can help you. At Amazing OBM, we love to help our clients build sales funnels. Book a call with us today and let’s get started!
The Beginner’s Guide to Creating a Sales Funnel for Coaches
March 14, 2023