This is straightforward advice for developing your small business client funnel.
Just as with every aspect of your business, your client services should offer several levels of commitment, from free mini consultations to high-end VIP days, or even mastermind retreats. Doing so helps move people from being potential clients living in the “getting to know you” stage, to raving fans and brand ambassadors.
A well planned client funnel will help ensure you always have a positive cash flow in your business.
The good news is that even if you don’t have clear client funnel in place, you probably already have many of the pieces.
Get started with planning your funnel by listing out all the products and services you currently offer, such as:
• Self-study programs
• Free webinars or teleseminars
• Free mini consultations
• Current monthly retainer offers
• Ebooks, templates and other products
It helps to think about all your options in terms of cost, since the lowest-priced products (those on the free end) will be what leads clients into your funnel.
So for example you might host a free monthly call during which anyone can ask you questions related to your area of expertise. That would be the top of your funnel.
From there, you can create offers for people to reach out to you on free mini consultation days, where a potential client can pick up the phone for a short (10- to 15-minutes) one-on-one session with you.
During that call, you should (if it’s a good fit) make it a point to offer one of your paid services or products, leading her further into your funnel.
It’s very likely that the first time a client pays you, it will be for a low-cost, self-study program, ebook, or other similarly priced item.
It’s rare that a potential client will love your free mini consultation so much that she’ll jump right into your highest-priced monthly retainer service without first getting to know you a little better.
With that in mind, you’ll want to make sure your mid-priced products and services deliver spectacular value. The information must be rock-solid (naturally) but the delivery should also be smooth, and the transformation that your client experiences should be real.
The next step is to move your clients into a monthly retainer.
If you map out your funnel and notice a huge gap between offers – for example, you have a $37 plug-and-play templates and the next step is a $900 VIP day with you, it’s probably time to create some intermediary services and offers.
That might be a 10-hour package for specific services or a flat fee of $300 for a “done for you” service. The key is to keep increasing the engagement – along with the price – so you can move people smoothly through your funnel.