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Currently viewing:: 2007 > August > 01 > Flipping the funnel.

Flipping the funnel.

Seth Godin. Turn prospects into customers. Free download.

A reader of Seth Godin for some time now, I have a lot of respect for the no-nonsense wisdom he dishes. Genuinely, he may just be the wisest marketer currently treading the boards. Although in no way even remotely Network Marketing-oriented, Seth Godin's 'Funnel' is universally applicable and highly worthwhile to 'anyone selling anything' (which, unless I'm mistaken, includes all Network Marketers).

Briefly, 'Funnel' explores the relationship between prospects and customers—explaining how, through progressive qualifying and relationship building, the former becomes the latter (or not). He uses the analogy of a funnel to highlight the process through which the relationship proceeds:

At this point, your job is not to make a sale. Selling is just one option in a range of things you can do to further drive him down the funnel. You can engage in a dialogue (by phone or email) that takes place over time and avoids the all-or-nothing cliff of 'buy now or go away forever'. You can further inform or entertain, all in the service of your goal of increasing the interest, education and value of this prospect.

The trick—and hence the title—is to master the process so that:

Now, finally, you have refined the traffic in the funnel. Everyone at the bottom is ready to buy, to engage with you, to become a customer.

Perhaps a little esoteric in an 'I'm a professional marketer trained to do this properly—so don't try it at home' way, it's good stuff—easy to grasp for anyone with their wits intact and a genuine desire to learn. Remember, it's absolutely not about Network Marketing. No. It's much bigger—and should be of appeal to us all.

It's available as a free (absolutely no money required) download. Hell, there's not even one of those stupid 'give us your email' boxes. Sensible stuff.

Please, stop reading now. Get yourself over to Godin's and grab a copy.

Filed by g on August 1 2007

Currently viewing:: REPORT > 2007 > August > 01 > Flipping the funnel.

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