Office Anecdotes - The Significance of Sales Funnels and How to Simplify Them for Your Team

Today, let’s talk about Communication Sales Funnels. When I was first breaking into my professional career, I worked for an up-and-coming insurance company. New to an industry filled with prominent household names, our CEO strongly pushed digital advertising to reach potential customers. Thankfully, our marketing manager understood the importance of creating engaging ads with intentional branding to encourage viewers to click back to our website. But as we progressed down the funnel, we saw a concerning decline in the number of sales calls being completed and in turn, the number of new customers buying our product. After much frustration and careful analysis, here’s what we learned:

1.     It quickly became apparent that sales associates were not properly trained to sell our product. We had spent so much time working to perfect the ad itself, we overlooked the fact that without kno

wledgeable associates, customers interest does not automatically result in a sale.

2.     We decided to condense the age demographics of our target audiences. By removing individuals over the age of 65, we were able to allocate less money to advertising while reaching a higher percentage of interested customers.

By making these changes over a six-month period, we finally began to receive a return on our investment.

The Lesson: Understanding each step in the sales funnel and the impact that your role has is crucial to convert audience impressions to customer sales.