What is a Sales Funnel? – StoryBrand Series Part 4
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Ready to learn more about StoryBrand? Today we’ll be introducing you to the sales funnel.

At this point in the StoryBrand journey, we’ve discussed the BrandScript, Brand Summary, One-Liner, Value Proposition, and Website Wireframe. When we work with clients on a new website, these are among the first elements that are created. Once these five items are finished and a new website is published, there’s still lots left to do!

Having a great website won’t necessarily draw in leads or convert those leads to sales. In order to do that, you’ll need a sales funnel. Donald Miller from StoryBrand says that a sales funnel moves your relationship with your customer from curiosity to enlightenment to commitment. Sounds pretty good, right?

But what exactly is a sales funnel?

A sales funnel is the steps or deliverables that move customers through the relationship phases and convert leads to sales. Sales funnels are inexpensive, get a huge return, and best of all, you don’t have to be a rocket scientist to create one on your own.

For our purposes, a sales funnel consists of five parts: a one-liner, a website, a lead generator, nurture campaigns, and a sales campaign. If you’re already a little confused, stay with us. We’ve already discussed the one-liner and website, and the last three parts will be next!

sales funnel

How does it help?

The great part about a sales funnel is that it works whether your business is large or small. No matter the size, a sales funnel is the easiest way to grow. It guides your customers through the relationship phases without coming off as pushy or demanding.

How does the process work?

The first step of a business relationship is getting people interested in your business. This can often be done through casual conversation or by other means with the use of your one-liner. Once you get someone to visit your website, the next step is to keep them connected to your company. One of the best ways to do this is through a lead generator. A lead generator allows a web visitor to commit…a little bit.

A lead generator gives your visitor value. It can be a PDF, a checklist, a coupon…the possibilities are virtually endless. The only catch is that they exchange a little information with you—usually their email address. We’ll talk more about lead generators in a coming post, so stay tuned to learn more about the specifics.

After a potential customer has exchanged their email address for valuable information, you’ll be able to easily stay in contact through email campaigns. These include a nurture campaign and a sales campaign. Once again, we’ll break down the specifics of these campaigns in the coming StoryBrand series posts. We’ll also tell you about how you can use email campaigns to guide your customer to the commitment phase of the relationship.

Sound helpful?

The StoryBrand formula makes it simple to lead customers from curiosity to commitment when it comes to your brand.

Since we starting following the StoryBrand proven formula, we’ve seen this sales funnel WORK.

If you want leads to convert to sales, a sales funnel is for you.

If you need help implementing the sales funnel for your business, we’re here for you. We’ve put each part of the sales funnel to work for Lifedge and for lots of our clients, and we’ve seen firsthand the great results it brings. Whether you still need to apply just one part of the sales funnel or all of it, we can help. Get in contact with us today and let’s talk about your brand! 

About the Author

Oscar Quesada

Oscar Quesada


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