The auto sales funnel is a rather old technology, but the eyes of the broad masses of Russian entrepreneurs only recently opened their eyes to it. Many even built such systems, but the term, as such, did not exist. Many agencies parasitize on this interest, offering the construction of funnels for 200 and even 300 thousand rubles. Most entrepreneurs can build their own car funnel for free.
Many entrepreneurs find the sales funnel to be difficult. But there is actually no rocket science. Almost every marketing activity of a company has reach - an audience that learns about a product or brand. This is the upper, entrance, part of the funnel - the entrance. Some of these people make a purchase - this is the exit or the narrow (bottom) side of the funnel. There are also intermediate stages - they depend on the mechanism of interaction with the audience. With each step there are fewer potential buyers. The geometry of this scheme resembles a funnel - an uneven cone. Let's see an example:
- 1,000 people switch from advertising in Yandex. Direct to landing pages.
- 700 people looked at the offer's landing page.
- 200 people left a request for a call back.
- 100 people have requested additional information or a price list.
- 20 people made a deal.
The ratio of the upper quantity (coverage of the stock) and the lower quantity (sales) is the conversion of the funnel and the main KPI of this work. The higher the conversion, the better you did. In the example, the conversion is only 2%. This is a fairly average indicator, most funnels give much better results, but 2-3% can be considered a certain norm for direct-landing-application bundles.
In fact, understanding funnel sales has been around for decades. This principle is clear even to the most inexperienced advertisers. It can be reduced to the formula "the more people learn about the product, the more sales there will be." Marketing is throwing more and more contacts into the firebox, the sales department issues more receipts. The efficiency of such work is low, but it is there. The common phrase that “if you were sent 100 times, call the 101st” is just about that.
A more systematic approach to organizing auto funnels (about the prefix "auto") allowed entrepreneurs not to lose people who fell out of a simple funnel, but immediately send them to a new funnel, and to a new circle. The more complex the funnel system, the more you can squeeze out of the incoming stream of contacts with the target audience. Traveling through the endless system of funnels, the contact is "warmed up" - the likelihood that sooner or later he will make a purchase is constantly growing. In a steep funnel, percent loss is more likely to be attributed to poor understanding of the audience at the entrance than to poor conversion to sales. That is, those who never bought are simply not your customers.
Want an example?
Imagine that you have tried to feed your little son with semolina a hundred times. Three times he ate it himself. The 97 remaining plates had to be given to the dog. This is how sales work for most of your competitors. Yes, probably yours.
Now let's try to send the child to the autofunnel system.
- First, we will tell the child the story that porridge helps to become strong - this will help several times. Then the offspring will see through your cunning plan and again go into denial.
- Then we plug in the next funnel and scare our son with a grandmother - she will swear, get upset, cry. A few more bowls of semolina are gone.
- In the third funnel, add some raspberry jam to the porridge, our sales will jump again.
- Now let's try honey.
- And nuts.
- And candied fruits.
- And now a spoon for mom, for dad, for the hamster and for all the toy hares.
- Have you tried it for a truck? Try for a truck. He can't go without porridge.
What's the bottom line? Bad option - there will be only a few bowls of the hated porridge. Good - the child begins to ask for supplements himself all the time and stuffs his little sister with porridge, and he still brings friends. The sales are lomyat, dad is happy. If a child starts asking for porridge every day, these are recurrent payments - aerobatics.
Talked about 2-3% conversions? What results do you think can be captured from the auto sales funnel?
Have you seen a 72 percent funnel? And the records will keep growing. So far, info-business is the leader, but commodity funnels are being pumped to previously unattainable levels.
And now a provocative question.
How will the income of your business change if instead of 2-3% you start making 20-30 - ten times more? It will increase exactly tenfold. That's ten times more customers, ten times more sales. Even more, because with the growth of sales, the cost price almost always falls.
How much does it cost to create an auto funnel?
You are probably ready to pay as much money as you want for it, right? Leave them to yourself. You can build the funnel yourself. A quite good specialist or agency will take 50-70 thousand. As a rule, you can put the solution to the problem in 150k. They offer more expensive - most likely overpay. It is logical to try to come up with everything on your own (there are enough examples and tools now), and then ask the agency to modify or improve.
