An automatic sales pipeline
We’re starting the week from Tuesday and with a useful article in which we’ll present an automatic sales pipeline that will allow you to sit back while your business works. Nonsense, you say? See for yourself. Reading time – 5 minutes.
How does an automatic pipeline differ from an ordinary sales pipeline?
You already know about the classic sales pipeline in the form of a cone, with your incoming clients at the entrance, and at the exit, according to Pareto’s infamous law, you should have around 20% of your orders. This model is long out of date, and it doesn’t provide the number of clients you can get by putting in the maximum effort to prevent departure at every stage. Someone gets distracted, someone gets a call, the internet shuts off – and that’s it, your client is gone.
The principle here is that the chain of an automated sales pipeline is built out of various web pages and visitor retention tools, like mass text messaging, retargeting mechanisms, call centers and mailing lists.
The pipeline must be created block by block as part of this structure, gradually convincing the client. Below is an example of one of the possible implementations of this mechanism:
1. Lead magnet
Task – to pull a visitor into the pipeline and get their contact details
The user sees a page offering a certain bonus in exchange for their contact details. If the user refuses the offer and tries to leave the page, a pop-up or other communication method appears, which offers something more necessary to the user. The bonus can be whatever your user may like – from a book, a specific case or details about an educational program to a physical product. The important thing is that you can give out this thing in any quantity.
Even if the user avoids the lead magnet, we use the advantages of retargeting to show them tempting information on other platforms. The client has already been on your site, and that means you need to offer them something that will definitely make them come back. There the user enters a new pipeline directed at that user’s segment.
So, your user puts in their contact details, gets onto a mailing list and receives an email with a link to download your bonus. After this is filled in, the user is redirected to a product offer with a low acceptance threshold and low cost, a would-be tripwire. These offers are also called One Time Offers.
Task – to warm up the client’s desire without killing it
At this stage, we suggest:
- something useful, but incomplete (partial or limited version of a main product),
- something unnecessary, but cool,
- something boring, but critically important to the TA.
This could be an important book that contains just one of its chapters. The price always differs depending on the niche, the main thing is that it should be insignificant for the TA.
If the item or service is still not purchased, the user should receive an email with the aim of returning them to the pipeline. If a purchase is made, the next step with the main offer, the one that “he can’t refuse” awaits the user.
3. Core offer
Task – sell a main product
Here we can place a video about the product, info about its features and advantages and what is included in it, in order to encourage a purchase.
If no purchase is made, we show a window with an offer to send new additions in this category and similar goods. If yes – we send them, if no – we put the user into a special mailing list.
Those that agree go to the next level.
4. Profit maximizer
Task – to maximize profit using such techniques as up-selling, down-selling and cross-selling
The best technique here is up-selling, i.e. offering more expensive goods or including additional options. In the case of refusal, you can set up a call from a call center to keep the user in the pipeline.
If the call center doesn’t help, we aim retargeting at the user, which will be shown only to those that have already purchased the main product.
If the automatic call works and the user returns to the site, they will see a new profit maximizer page, formed based on the cross-selling strategy: offering a product from other categories in the block “People who buy this also buy…”. This offer, like any other block of the automated pipeline, has two outcome options: yes and no. If the user refuses to purchase, we give the user the option to subscribe to push notifications, sending them into new pipelines via this avenue. Everything that happens next with the user is a question of your abilities, imagination and resources.
5. Recurring payments
Task – to gain a subscription to a product with an automated recurring subscription payment from the client
The user gets here from the previous block. On this page, it is important to let the client know that at any time they can decline the subscription, which should be true, of course. If the client is not yet ready to take this step, give them confidence using the textual and graphical blocks below or send them an SMS – there are many options. It all depends on you.