Attracting, winning over, and retaining customers is a challenging task for any store, and the iron and steel industry is no exception. To remain relevant in a competitive market, it's necessary to implement approaches that go beyond conventional counter service.
In this context, a properly planned sales funnel that guides customers from the first conversation to the final purchase is essential.
More than just a sales technique, this is a powerful tool for understanding target audience behavior, managing processes, and improving store results.
In this article, we'll explore what a sales funnel is and how to successfully execute one. Check it out!
This methodology organizes the relationship cycle between the buyer and the store, from the research phase to the post-sale phase. This model is ideal for identifying opportunities to attract, engage, and convert. potential customers accurately.
The sales funnel works by understanding your audience's demands and their level of awareness regarding their needs and purchasing interests. This data allows you to determine the best approach for each situation, building an effective relationship that increases conversion rates.
So, mastering the sales funnel helps you better define your sales efforts and optimize your audience's experience at each stage of the sales process. sale. Check out the phases of this journey below.
While every buyer is unique, customer behavior can be mapped into milestones that indicate how close they are to making a purchase.
The sales funnel defines these moments by dividing the buying journey into three phases: top of the funnel (discovery), middle of the funnel (consideration), and bottom of the funnel (decision). Learn more below!
The initial stage of the sales funnel corresponds to the discovery phase, where potential customers have a need but aren't sure which products can solve that need.
In an iron and steel business, this might happen when a builder visits in search of inspiration for a new project or an engineer preparing a quote. It's up to the attendant to be prepared to welcome these individuals, listen to their initial concerns, and present compatible solutions.
At this stage, illustrative catalogs, explanatory materials, and educational dialogues help convert visitors into people with real purchasing potential.
In the consideration phase, the visitor already knows their needs and begins to analyze alternatives. This is the right time for the salesperson to deepen the service, identify what the customer is looking for, and discuss important details such as project deadline, purchase volume, available budget, and who will decide on the project.
In construction stores, this process involves technical suggestions and explanations about material properties, such as mechanical strength and galvanization. The more value someone sees, the greater the chance of moving forward with the negotiation.
In the third stage, the customer is close to making a purchase decision. They already know what they need and are analyzing the proposals. The team's role is to demonstrate that the establishment is the best option in terms of efficiency, fair pricing, and competent after-sales service. The offer must be well-constructed, with clear conditions and exclusive benefits.
Understanding the three stages of the funnel is just the beginning. The real strategy lies in knowing how to implement the concept into your daily business. Below, you'll find a straightforward step-by-step guide to developing an approach tailored to your target audience.
As we've seen, the top of the funnel is the starting point. Therefore, offer prospecting channels that provide access to your store, such as phone, WhatsApp, social networks and external banners.
In addition to simplifying contact, define how consumers will be inserted into the funnel in routine commercial situations. Here are some examples:
It's important that all channels work properly so that potential buyers have a great first impression.
One of the biggest mistakes when building a funnel is rushing the process and forcing consumers through the steps without them being prepared, which leads to rework and damages the establishment's image. An example is when a visitor has just visited the store and receives a detailed sales proposal without first going through a process. advisory service.
The key is to follow the customer's pace so they can progress naturally, without pressure. This approach preserves the quality of the journey and improves the experience.
It's important to keep consumers engaged at every stage of the funnel. To do this, you can rely on several resources, depending on each stage:
Finally, it's worth allocating your salespeople based on their skills. Experienced professionals with strong arguments need to be involved in the final stages, as negotiations are more sensitive. Beginners can work more at the top, approaching visitors, presenting products, and gathering initial information.
This way, it is possible to ensure that each stage is conducted by those who master that category of interaction, increasing the conversion rate at all levels.
The sales funnel is a powerful tool for guiding your sales strategy and improving your results. By tracking each step, identifying bottlenecks, and making adjustments, you can continuously improve this process. This helps your sales scale and your business strengthen its growth, focusing on the customer.
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