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B2B SaaS doing phone sales? There’s only ONE funnel you need.
I’ve been asked a ton of times in the last few months what funnel works for SaaS.
I thought the best place to start would be with B2B and SaaS companies that sell on the phone – inevitably the highest cost to close – but at the same time you can close a ton of revenue QUICK.
The way this funnel works is by qualifying traffic before allowing them to take the next step.
If they’re not at least solution aware – know that the market you’re in is a solution they should be looking at – than they don’t have the option to see a case study or book a call.
Ideally, when you’ve nailed it down, you’ll add an even bigger barrier by ONLY allowing people who are product aware move into the case study and call. Meaning people who know you’re a good option to solve the pain they’re looking to resolve.
So let’s go end to end…
Step One – TRAFFIC:
Any source will do. Organic is great if you can swing it, but any traffic medium can work. In step one you’re sending that traffic to 3 different content pieces (could be video or articles – here I just said articles for simplicity sake), each will likely have their own targeting buckets.
Step Two – CONTENT:
The purpose of having 3 pieces of content is to bucket the traffic you’re bringing in and expand the potential prospecting audience.
Each piece of content focuses on the different buying mindsets of a prospect:
1) Don’t know they have a pain – the hook is typically highlighting the disruption or pain they don’t know they have yet (limit this to 5 minutes of consuming content)
2) Know they have a pain, not sure how to solve it – this is all about explaining the what behind solving the pain, not the how (limit this to 10-15 minutes of consuming content)
3) Pain and solution aware, seeking a product to fix it all – this is where you can get specific about how you’re getting a result for a company that’s similar to them and how you can do the same for them (limit this to 30 minutes of consuming content)
These pieces of content can be articles, videos, podcasts or honestly whatever – but the goal is to make moving to the next step easy – so articles or video do best here.
If they come into bucket #1 and don’t know they have a pain, they should NEED to consume content piece #2 and/or #3 before being able to move on.
I can’t go into an insane amount of detail on why and how this is structured, but know the prospect needs to understand they have a pain and it has to be agitated in order to see the case study as a valuable offer.
Step Three – CASE STUDY:
Effectively you’re ‘showing them the way’.
The case study should be designed to show them a result they want, tied to a similar type of company to them.
Example, if you had a mobile app building SaaS selling to agencies, your case study would show case how an agency built a 6-figure recurring profit center using your solution.
This step is getting them to opt-in to receive the case study, which will be emailed to them.
Once they opt-in, you’re shooting them right over to the next page which is booking a call for a strategy session.
Step Four – STRATEGY CALL:
In this step you’ll be positioning the call as a strategy call to help them see if there’s a fit for using your product and if you can help them attain a result similar to the case study.
You’ll want it to be booked as a 30 or 45 minute call but have your call booking software send out a 60 minute time block so you have enough time to make the sale and close out any notes and all you’ll need to take.
The key to pre-framing this conversation is in positioning it as a strategy call and taking a pre-call application BEFORE they get on the phone.
Step Five – PRE-CALL APPLICATION:
This is for pre-framing your call but also to help you visualize a path for your call to take. Based on the answers you can identify beforehand if they’re a good prospect and also identify questions you’ll need to ask in order to get them to a ‘yes’.
Make sure you have copy stating it’s a mandatory application that’s needed in order to maximize efficiency on the call.
This also helps in framing the call as a strategy session vs a pure sales call.
That’s about all there is to it.
Also comment below if you want a template of the entire funnel – guaging interest before I built it.