The exact steps Netflix and Zendesk take to optimise their sales funnels

Sales funnels map out a prospective customer’s journey through the sales process. The funnel terminology is used to show that a large number of customers enter the sales process but a much smaller group ends up closing a deal. Sales funnels can be automated across email and landing pages to improve the scalability and efficiency of the sales process. 


How to optimise your sales funnel


Use offers to keep your prospects engaged

Studies consistently show that the most effective sales reps are those that are persistently following up, engaging, and making offers to their prospects. In the attention-driven economy that we all live in; brands should aim to make contact with a lead a minimum of six to eight times before they are considered lost.

Have a look at the offers the following businesses have successfully implemented:

1.Netflix’s free trial

People are often much happier subscribing to a service if they know exactly what they will gain from it. But how does this break down into the stages of the sales funnel?

Awareness: Most people have already heard of the Netflix brand but with adverts on social media platforms, tv’s and podcasts so it’s fair to say that Netflix are champions of this! 

Interest: A prospect might research to see if there are any cost-effective platforms available from a different brand and this is when Netflix suggests the free trial. The prospect can have a taste of the full service before they decide whether they want to make a purchase. 

One of Netflix’s strategies is to provide free trials of the more expensive premium service. People tend to get attached to the better version and are more likely to want to upgrade after the trial period is over. A clever way of increasing customer lifetime value. 

Decision: If users don’t cancel during their free trial, the first month’s charge will automatically come out of the customer’s bank. Netflix sends a reminder 3 days before the trials end so they can cancel if they are not enjoying the service. 

Netflix rarely pushes people to continue using their service. They have faith in their product and it comes across to their customers. By mentioning all the details of the subscription and not constantly pressuring their prospects, Netflix has grown into a brand that people trust.  

Action: If the customer liked Netflix’s service they might decide to subscribe (in which case they need to do absolutely nothing as the subscription charge is automatically taken!). If not, they will have to cancel the subscription. Either way, a choice is made

2.Scheduling a demo with iNECTA 

iNECTA provides companies with specialised cloud ERP software and targets business owners as their potential prospects. As their target audience is unlikely to invest in expensive software without speaking to someone involved, free demos are the perfect way to answer questions and discuss the features available.  

Have a look at how the free demo fits into the sales funnel:

Awareness: Most of iNECTA’s traffic comes from organic Google searches – this is because they are heavily focused on producing great quality blog posts.  

Interest: A customer might be interested in the product but is wary because of the price and the importance of the software for their business. Hence the free demo. Although it works for streaming services like Netflix, a free trial would take too much time and investment to set up in this sort of software. Free demos give the prospect a chance to talk with the people who produced it in virtual meetings so that they can get a feel for the features and abilities available.

Decision: If the demo goes well, the customer is more likely to decide to purchase the software.  

Action: The product is either purchased or not.

3.Personalised Video Demo with Zendesk

Especially within the service industry, video demos have become increasingly popular when promoting a product that is hard to explain. 

But for brands like Zendesk, it’s not quite enough. Zendesk offers its customers a wide variety of tools to assist people working remotely and because of the complexity of their offering, they personalise their video demos to maximise sales conversions.

How do personalised video demos fit into the AIDA sales funnel?

Awareness: Using social media, referrals, press releases, PPC ads, and marketing strategies like blogs and a podcast, Zendesk builds up their reputation.

Interest: Zendesk favors the personalised video demo when trying to hold their prospects’ interest. The demo can help them understand what the product can provide and answer any questions they may have. 

Decision: Once a prospective customer has all the information they need about Zendesk, a lead will either invest in the product or realize it is not a good fit for them

Action: If the customer decides to invest, Zendesk guides them to deploy the solution within their business. 


5 steps to a successful sales funnel
5 steps to a successful sales funnel. The exact five steps you need to build a profitable sales funnel for your business. A complete breakdown of the content, emails and processes needed to help you accelerate your sales performance.

How to increase your conversion rate through follow-ups and down-selling? 

Follow-up funnel

Sometimes, no matter how hard you try, you are just not going to close that sale. The next best thing to do is to focus on recovering lost sales. Savvy businesses do this with a technique called follow-up sales funnels.

A follow-up funnel is an email-based sales funnel that’s goal is to remind people of their previously abandoned purchase and of what they are missing out on. For people who need a little time to decide, a reminder email can be the difference between a sale or a lost customer. 

Down-selling

Another useful conversion technique is to offer a lower-cost option to customers that have abandoned their purchase. This is known as down-selling. In order to effectively down-sell, we need to know why the customer did not convert in the first place.

There are many reasons why a customer might have abandoned their purchase, for example:

  • The price 
  • A lack of relevance 
  • They are not ready to buy yet
  • They could dislike your content or brand
  • They might not have gotten enough assistance during their decision-making process

If your customer believes that your product is not a good fit for them or that it is out of their budget, they are not likely to make a purchase.

To combat this, try implementing one of these 4 effective down-selling techniques to encourage your prospects to change their minds. 

  1. A trial offer: Give the customer a chance to experience your service before purchasing so that they know if it is a good fit for them.
  2. Payment plans: This strategy relives the financial pressure your customer might be under and gives them the ability to spread their payments over time. 
  3. Multiple buying options: Maybe your main package is not a good fit, but one of your other options might be just what your prospect needs.
  4. Value package: Offer a paired-back economical version of the product that they were considering. This helps the customer get what they need, at a more modest price point that they can afford. 

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