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How to Move Prospects Towards the Best Offer Choice

by Francis Rodino

March 14, 2023

What is the secret to sales funnel success? Every offer must help the prospect solve a problem. You have created an ideal customer profile, but no two customers are 100% alike. Different segments will take a slightly different path to get to your core offer. Your job is to make sure they all eventually get there. 

How do you do this? Here are some ways you can help prospects move through your funnel and get to your core offer. 

Know Your Audience

Get to know your audience so that you can offer multiple routes to your core offer. Some members of your audience might prefer the regular interaction that comes with a subscription offer, while other segments might prefer independent study and would be more likely to purchase a low-ticket offer like a pre-recorded mini-course.  

If you can understand their pain points, you can offer the right product, at the right time, to the right people. Research your audience through direct interaction, including surveys and polls. You can also study them indirectly, by monitoring their social media, interacting with them on groups, or looking at your website and social media stats.

Explain the Benefits

For each offer, don’t just tell your audience about the product features, explain the benefits, or the ways it will improve their life. Paint a picture for the prospect that illustrates what their life will be like after using the product. For example, it will free up time or money, or make a task easier, or make them feel more confident. 

Think about these pain points when you create all of your offers.

Offer Variety

Don’t just create one type of offer and expect every prospect to buy it. Offer a variety so you capture all segments of your target audience. 

Include free offers for those who need a lot of proof, low-priced offers for those who like to test things out, a one-time offer that will push hesitant prospects off the fence, and a high-ticket offer that will appeal to members of your audience who are willing to spend more for quality items. Don’t forget to add order bumps, upsells, and downsells –give people as many chances to buy from you as possible.

Map Out Your Offer Funnel

Take some time to plan out your sales funnel. There are different types of offers that work best at different stages. For example, in the early awareness stage, you should offer freebies to spread the word about the value of your products. Products closer to the end of the funnel should be designed to lead people to the core offer and upsell offer. Try to provide exactly what they’re looking for at each stage of the sales funnel. 

Create a Dialogue

Communication with your target audience shouldn’t go in one direction. Create a dialogue, where your customers are engaged and sharing their thoughts and feelings with you. This will give you valuable feedback that you can use to help them make the right purchases along the way.

Don’t Eliminate Non-Buyers Right Away

If someone doesn’t buy, don’t immediately throw them out of your sales funnel. When they don’t buy, this is another form of feedback telling you that the offer is not right for them at this time. Offer alternative products or further content to keep the dialogue going. They may still buy at a later point in time. 

Planning Your Sales Funnel

It doesn’t take a great deal of work or technical ability to create an effective sales funnel or the offers within it. You just need to know your audience and create offers that provide them with value and are responsive to their needs. 

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About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established small businesses and entrepreneurs harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.