Copyright 2005 Alicia Forest
Do you often wonder why it is that some coaches and other solo service providers seem to be well-known and sought after in their niche and while others, many others (you, perhaps?), still struggle to attract all the clients they'd like?
I can give you a simple (really!) solution to that problem. It's called the Marketing Funnel and if you implement it in your business, I promise that you too can enjoy being considered an expert, in addition to selling more of your products and services. And you'll just have more fun!
You know what a funnel looks like, right? It's wide and the top and tapers down to a narrow opening. When your prospects enter your funnel through your ezine or other (usually) freebie offering, they are in the "getting to know you"level of the funnel. Once they get to know you, like you and trust you, they likely will move down to the next level, which will include your for-fee products and services, your least expensive ones first, increasing in value and cost as they continue downwards, until they eventually get to hiring you one-on-one or to your other big ticket item. That's basically how the funnel system of marketing works.
I see a lot of coaches and other solo service professionals offer a freebie at the top of their funnel, and then their one-on-one service packages at the bottom, with nothing in between. I've made this mistake myself. It's important to have offerings at each level of your marketing funnel so people can continue to get to know, like and trust you, as well as get to know, like and trust your products and services.
And when you offer your products and services at different price points, you are lowering the financial and emotional risk for your prospects. You are essentially making it impossible for them not to buy from you!
Implementing this system is easy. Get started by attract prospects into your funnel. Create a freebie offering (an ezine, mini ecourse, ebook, report, guide, checklist, etc.) and put a sign-up form 'above the fold' and prominently on your website. You'll want to add a link to your freebie offering in your email signature as well.
For example, one version of my current email signatures says: "Are you on the verge of giving up on your business because you don't have enough clients?
Don't turn your back on your vision for entrepreneurial success. Get your FREE 5-day ecourse '5 Keys to Driving an Abundance of Clients to Your Business' by sending a blank email to clientabundance@aweber.com."
This is one highly effective way I attract folks into my funnel.
Once you have prospects in your funnel, find ways to give them more valuable content at increasingly higher prices as they go through the funnel.
For example, the second level of your funnel might offer an ebook for $27 or an ecource for $39. The third level might have a home study course for $147 or a series of teleseminars for $77 each. The fourth level might offer a boot camp for $347, and the fifth level might offer your one-on-one services for $500.
Get the picture? Fabulous - now go to it!
About the Author
Alicia Forest, MBA, Multiple Streams Licensed Coach, & Founder of www.ClientAbundance.com, helps coaches and other solo service professionals to attract more clients, create profit-making products and services, make more sales, and ultimately make more money. For FREE tips on how to create your own Client Abundance, visit http://www.ClientAbundance.com