Imagine a sales professional on the showroom floor or even a merchant in an old-world style market trying to close a deal. It might be easy to imagine him placing one hand on the back of the potential buyer's shoulder with his other hand held in a semi-upright position.
Now, if viewed from the air, if we were to take a series of snapshots of the two as their conversation progressed, we might find that the positioning of the salesperson's hands persistently suggested movement and awareness aimed at a specific direction toward the item for sale.
That series of images might reveal a trend in the positioning of his hands attempting to guide the customer down what might look like a funnel of sorts.
Considering the nature of their conversation, we might find something similar. We might notice that the salesperson was starting from a broader position, discussing various needs and situations in the customer's life where the product for sale would be desirable.
As the conversation progresses, we might notice that the options represented in the salesperson's language were narrowed down to the point of purchase. Again, we have a funnel. This is very much the idea behind what we call the sales funnel, or click funnel.
A funnel is a structure that begins broad and becomes narrow. This is what we want to do in sales. We want to bring in as many people as possible, from as many points in their daily lives as possible. We want the baker, the butcher, the banker, and their wives to enter the funnel. We want them to enter it in the morning, after work, before they go to bed, and on any and every day of the week.
Our entry point is broad. We could be doing advertising through email marketing or other marketing tools based on our business model. But we want them to exit at a very precise point, the point of sale. Consider a department store with a wide range of products under one roof.
Every product category is different, offering different things to different people. But the outcome and the exit point bring them all down the aisle, past the cash register, and through the automatic doors on the right.
In online marketing, we are doing the same thing, but we call it a click funnel because we are attempting to reduce the potential outcome down to one possibility: money in your pocket.
Here, we will discuss what a click funnel is, how to create one, and how to optimize it to best suit your customers and you from small businesses to large.