In this episode of the ProfitEngines podcast, Matt explains Clockwork as it is related to a successful sales funnel.
In the process of pursuing a sales opportunity, you essentially work to remove barriers to the sale. When you remove a barrier, the opportunity moves to the next stage. Barriers include uncertainty about your product’s fit and value, lack of budget or the customer’s buying process.
You can manage the sales funnel by developing sales metrics appropriate for your business.
As you gain experience in working with customers and sales processes, you can create your own version of the sales funnel, complete with specific steps and actions to move prospects from stage to stage.
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August 11, 2020
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MATT COFFY: Hey Matt Coffy here. My objective today is to educate you on discovering about the things that are making our world in marketing work very well. And for that, I mean our customers and the reason why I’m bringing this topic up is because it gives you some framework on how to structure your thought process when you approach a marketing company, or you work with someone like an agency who will help you, or even internally. If you just want to think about the processes that are involved in thinking through how to comprehensively framework together a marketing strategy.
The most important thing in this is to think about clockwork. I’m gonna do some specific analogies to clockwork here but really if you think about… ProfitEngines is clockwork. Is it every day that goes by, leads are coming through. They’re getting processed and they’re turning into happy customers. So someone who’s being basically reached out to the market by the services that are out in the markets, such as Facebook and Google. They’re being reached out automatically through those services as ads are being placed they’re going through a system and those cold prospects are turning into happy customers at the end. So that’s the clockwork theory, that like clockwork, this is happening in the background. Now ProfitEngines is the process of all of those pieces.
So we’re going to start with C, which is the first part of clockwork, which is the “Client Avatar”. So when you start to do a niche, if you have a specific service or you have a product, you have to think of your client. The most important thing is to get into their head and find out what their concerns are: What are their problems? What are their goals? You have to literally build a person that you can market to.
That Client Avatar, the first part of clockwork, is the initial standpoint of where the next piece comes in, the L, the “Landing Page”. So now that you have your Client Avatar, you understand their concerns, what they’re doing in their daily lives. You understand, you see a specific gender, a specific age. Now you have to think about when they come from an ad, where they’re going to be landing, right? That’s the most important thing. Cause now you’ve got their attention. You’ve run an ad again. You see these every day in Facebook and you see them in Google. They’re just on the top of the pages or they’re in the feed for Facebook. Someone clicks on something now, where do they go after they click on something? They usually go to a Landing Page. And that landing page has the most important criteria to confirm that this person that you’re marketing to is now going to take action. So you’ve got to give some dialogue within this page. A lot of people put together benefits, results, testimonials, all the things that relate to your product or service that would convince somebody that you are the right business for them to work with. Now, this landing page has to have something and that’s completely critical.
And that is the third part of clockwork is the ” Offer”. So we’re in an O of clockwork right now. And the Offer is typically something either in the case of a lot of businesses have money voucher, a percentage off, a two for one, or could be an offer for more content, a deliverable such as a download guide. There’s several hundred different types of offers that we’ve put into the market. But for your business you can consider some of the things you might think about as Offers. A lot of people in the service industries use a cash offer. So that it’s basically in the greats, the landing page with the trust signals and the testimonials and the benefits and the ways that people can use your product with the offer. So you’ve now gone through the first three steps of clockwork, which is the Client avatar, the Landing page, and then the Offer.
Now the next part of clockwork is another C, which is “Content”. So many times when people come onto a landing page or they reference out a customer, they want to know if they have a website. They want to know if they have content on their social profiles. They do a double-check and see if they’ve got reviews and see if they’ve got activity related to what they’re selling. Because obviously not everybody converts on the first click. So you must have content that’s being delivered out into the internet. So that’s a very important part of the world.
Now, the next part is K. The “Kinds of Ads” you’re going to run to these landing pages with the offer and the content. So the kinds of ads they’re typically run our Facebook ads, Instagram ads, and Google ads. You see these in your feeds, the feeds have in, especially in Facebook, have been matured to a point where they’ll deliver to the right person the right message. And if you have your client avatar built correctly, and you have your content on your landing page built properly, and you have your content surrounding your business set up, chances are running those ads will convert someone as either a new patient, a new customer, or a new opportunity for your business.
So let’s get into the next and most important part of all of this, which is the W, the “Working Assets” that you have in order to capture and then take this new person who’s come through from an ad that you’ve built for your client avatar, that’s coming through based off the content and the offer. Where are they going, when they’re going into your system. A lot of the things that we call either CRMs, which are Customer Relationship Management tools, or Funnel Management tools, or Sales and Marketing Funnel Management. Those are the systems and the technology stacks that complete the cycle to keep the customer onboarded and into a system or a database if you might want to call it so that you can now manage them.
So now we’re talking about the next stage, which is the O in clockwork. The second O which is the “Opportunity” funnels and the opportunity to sell to those customers. So they might be a name, a phone number, they might be an email address, they might be any of the data that you’ve captured through the first process of, again, capturing their information through the initial landing page, with the offer. And so now you have to take these strategies of funneling these customers into the right order. So you may want to take them from a lead that comes through as an email, let’s say, to a staged appointment for you. If you have a business that thrives on people coming through as appointments, then you want to get them into a calendar. And so these automations that you can set up within the opportunity funnels within the structure of the working assets will deliver the customer to you the way you want them to deliver. You might actually want them just to text you a time when they can come to your office. You can set all these things up within the automation strings of the working assets that you put together. So that’s a very important thing to consider. The other consideration of the opportunity funnels is that you can also apply sales logic. So each individual path that the customer takes from when they come in as a lead, they may come in as a hot lead, a cold lead, a lead that’s being driven to an appointment calendar. They may even be brought in as a standard phone call.
So they all need to be driven into opportunity funnels for then staging the last process, which again, refers back to really the final process of processing all of this, which is the R, which is the “Receiving, Referral, and Sales”. So once the people are through and being put into a process of having a Opportunity Funnel selection, you’re now going to either: a) close them by calling them, or b) getting them to be processed directly into a paid gateway. Let’s just say, they’re paying for an initial session for an appointment, or they’re being brought to a secondary resource, like a call center for processing into a calendar or processing onto an event. Now these very important pieces at the very end are the sales points. And we do think that the most important aspects of all of these businesses that you are going to be going through in the life of a marketing environment have got to be ending up with sales dialogue at the very end. And that’s why we consider the C of clockwork and the consideration of all of these processes extremely important.
And the last one to wrap this all up, which is very simple, which at the end makes everything run, is tuning the engine. And by that, I mean that you have to continue to “Keep your Engine Tuned”. And that’s the K, the last one. So we’ve gone through the nine different steps of clockwork that really relate back to our Profit Engines model, which allows people to come in as a cold prospect and end up happy customer through the different scenarios that you get with a full marketing ProfitEngine. I hope this helps you understand how ProfitEngines are built and how we use clockwork as a way to remember how these work efficiently and continue to deliver exceptional results and profitable results for our customers.