Everything a provider needs to know about a sales funnel
The sales funnel is a marketing tool that leads the customer to purchase and illustrates the path he must follow to make it.
As in the traditional funnel, the sales funnel starts wide and goes down until it reaches the real consumers. In this way, your company will filter who is really interested in buying, and you will be able to pay more attention to the cases that will yield results. In this sense, realizing which stage the business opportunities of your interest are in will make your company have an increasingly assertive communication.
A good sales funnel serves to segment the target audience and naturally lead the lead to purchase. Educating consumers about the need to use the internet access service contributes to decision making.
In addition, it must be shared between the marketing and sales sectors so that the strategy is consolidated.
In the case of ISPs, the sales strategy in general has two intentions. They are: reaching those who do not have access to the internet, or those who are dissatisfied with the current service. However, we find a wide range of customers who are at different stages of the funnel. For your company to reach all business opportunities, we will teach you how to use the sales funnel in 4 practical and applicable steps for internet providers.
1 - Learning and Discovery
At this stage, the lead still cannot identify that they need the internet access service. It is up to your company to guide and educate the market about the need to use the internet access service.
The objective of this step is to make the customer realize a need that previously did not even cross his mind. Create a new desire and make it a priority in his decision making. In the case of internet providers, it's easy to create a desire for something essential like internet access today. The hardest part is making that desire the top 1 in your priorities.
Let's take an example: Paulo will leave his parents' house to live alone. He never thought of subscribing to an internet access service, as that was not his responsibility at home. When does subscribing to an internet plan become a priority on your wish list? From the moment that Paulo understands that it is essential to have internet access in his new home.
2 - Problem recognition
The problem recognition stage arouses the interest of the lead to seek more information about the difficulty that was discovered in the previous stage. Following Paulo's example, your real problem is: You need internet in your new house. Now it's time to explore some mental triggers to call attention to the opportunity. In this way, he will be able to move on to the next stage of the sales funnel, in order to get to know his provider's solutions better.
3 - Consideration of the solution
Now comes the product/service comparison phase. This is where we should show your company values and why to buy from you. But it is not just the “good” service that will make the difference: a strategy package is needed so that you can have better lead engagement. At this stage, Paulo has already discovered that he has a problem and what benefits will be offered to his personal and professional life by subscribing to an internet package. This is the time to show her why she should buy your product. Here it is essential that the articles or the communication produced cause a certain sense of urgency. Thus, he will not give up on solving his problem and can go to the next step.
4 - Purchase decision
In a business closing stage, we have several means of approaching the customer. It can be by chat on whatsapp, on the website, on social networks, by phone or even door to door. At this stage, Paulo has already researched other companies and reached the final stage of the purchase decision on his website. Now is the time to turn Paulo into a customer. Try to align your strategy with your company's marketing and sales departments.
Now that you know how the sales funnel for internet providers works, it's time to put it into practice. I recommend that you have an internal meeting with your team, segment the target audience you want to reach (with the possibility of having more than just one) and develop some personas for each target audience (on average 3 or more). To the point that you can identify all possible customers of your provider and know how to effectively reach each specific installment. Small actions will bring big results.
But it's no use going through all these steps and taking time to verify the viability of the customer, who is already in a hurry to solve his problem. That's why we developed Loki, a tool integrated with OZmap, which instantly checks the viability of a customer and immediately starts the registration process. Focused on the commercial area of your internet provider.