How to Create a Sales Path
Sales. It often feels like a four letter word, but it shouldn't. Sure, nobody likes a sleazy salesman, but sales shouldn't be pushy anyway. Sales should be simple. Simple for a customer to find what they want and to pay for it. To pay a lot for it and to get it again and again.
But if the process is difficult, this isn't going to happen. This is why it is critical for each business to create a well defined sales path - which is the process of introducing a customer to a business and providing a step-by-step path for them to move from being a prospect to becoming an ideal customer.
We teach that a sales path should have four clearly defined steps: Find it. Taste it. Love it. Lock into it.
Step 1: Find It
The very first step in the sales path is for the customer to find your business. There are many different ways that your business can be found - these are called channels and include things like referrals, seeing your store from the road, social media, or even paid advertising. The goal in this step is to make a potential prospect aware of your existence - they need to find you before anything else can happen.
Step 2: Taste It
Once a potential customer has discovered your business, the next step is for them to test the waters and get a feel for your business. The natural progression of a customer is not to jump from discovering a business to being a loyal fan - it takes steps to get there. The progression is that a customer really wants to try your product or service before they commit on a larger scale. This often means that they want to see what you have to offer BEFORE THEY PAY for anything. Like a free sample in a mall food court, they want to make sure the water is okay before they get in. The goal in this step is to help a prospect decide that they want to be a customer.
Step 3: Love It
Once a customer has decided that they like what they see, the next step of the sales path is for the customer to make an entry-level purchase. They aren't jumping all in, but are willing to get their feet wet with a noncommittal purchase. This is often a lower priced product or service that is a one-time purchase with no ongoing commitment. Customers may come and go from your business at this stage without a rhyme or reason as they are sort of outliers where they are sort-of regulars, but not necessary loyal to your businesses. The goal of this stage is to build trust and to move them into the final stage of the sales path: Lock Into It.
Step 4: Lock Into It
The final stage of the sales path is where your customers become loyal fans of your business. They tell their friends about your business and make a commitment to utilize you over your competition. These are the customers that purchase your high end products that show their commitment and loyalty to your business. The goal when a customer is in this stage of your business is to keep them happy so there is a high level of customer retention.