Barrett Brooks, an ex NFL Tackle and Superbowl Champion, currently a host on the popular Philadelphia sports show Breakfast On Broad, inspired me to analogize the CVO Sales Funnel process to dating when he compared Philadelphia Eagle’s replacement Right Tackle Halapoulivaati Vaitai’s performance over the last two Eagles games to dating.
Halapoulivaati made his first two starts against the Washington Redskins and the Minnesota Vikings.
In his his first game he had some difficulties and in the second game, he seemed to be more comfortable and played a much better game.
Barret initially makes an analogy of his performance to dating on Eagles Post Game Live.
Barret then follows up and expands on the analogy the next morning on BOB. Watch this video because this one is really funny.
This inspired me to compare the CVO sales funnel process to dating. So here goes:
The CVO Sales Funnel Dating Analogy
The CVO sales funnel process is like dating because they both follow the natural progression of a relationship. One is personal and one is business.
A sales funnel is simply a systematic process that companies lead people through when purchasing products. It’s the “ideal” process you intend your customers to experience as they go from initial contact to prospect to lead to customer to repeat buyer.
BTW, the goal of the sales funnel is to increase immediate and lifetime customer value and is called Customer Value Optimization. The process of improving a CVO Sales Funnel is called Conversion Rate Optimization (CRO). And, it works extraordinarily well for both online and offline businesses.
Because I’m a guy, I’ll use dating girls for this analogy, but it works either way.
In marketing we call people who do not know us “cold traffic”.
In dating or business our first goal is to make someone aware that we even exist; and in doing so, hopefully, leave a favorable or memorable impression.
The best way to reach this goal is to introduce ourselves and add some value.
In dating we may say hello and hold a door, make a joke or give some small gesture.
In business, we give away valuable, helpful content. It’s called content marketing.
In either case we need to demonstrate value.
Our next goal is engagement.
We want, in dating, to talk and communicate more than “hello”; to deepen the relationship and become more memorable.
In business, we want you to like, share and comment on our content. This is called engagement.
Next, we want our prospective dates and/or prospects to take a more committed action.
In business, many get this next step wrong by asking too much. A lot of businesses ask you to buy their products. This is analogous to asking to get married before dating.
The next step should be the promise of something irresistible, low risk, that gives a taste of what value you have to offer in exchange for contact information.
In dating we may ask for a phone number to setup a coffee date. In business we may ask for your email address so we can send you more great content in our newsletter. Among other things…
This action is called “subscribing”. The most effective way to get subscribers is to use what we call Lead Magnets.
A Lead Magnet is an irresistible piece of value that solves a specific problem or issue that the prospect has.
So, to this point, we provided value to create awareness, we were delightfully helpful which created engagement and we asked for a low risk commitment in exchange for a future benefit.
The next step is a bigger commitment and a fundamental change in the relationship.
In dating, this may be dinner and a movie. You can see the larger investment, from both parties, and how the relationship will fundamentally change.
Same with sales funnels. This step is when a lead turns into a customer. The lead gives you money. The amount doesn’t matter. They also commit a larger investment of their time. The relationship has fundamentally changed because of the exchange of money.
We call this a Trip Wire: an irresistible low cost offer designed for one reason only; to turn leads into customers as fast as possible.
During the segment on BOB, co-hosts Jillian Mele and Sarah Baicker had their heads down laughing as Barret continued; I think in hopes he would stop.
So, although there are more steps in a sales funnel, I’ll mention them but I’ll stop my analogy because I don’t want to be laughed at. You’ll know what I’m talking about when you read what the steps are called.
The next step in a CVO Sales Funnel is the Core Offer followed by the Profit Maximizer and lastly the Return Path. You can figure what they would be in dating. Interpretations may vary…
Are you laughing? You see why I ended the analogy?
But I won’t leave you hanging, if you want to know more, contact me or leave your questions and comments below.
If you think that your business would benefit from a CVO sales funnel, and almost all would, then definitely contact me.
I’ll help you determine if building one is right for you. No obligations.
So, did you like this post and analogy? If so, please engage and share with your friends who may benefit from selling from a CVO Sales Funnel; and join my newsletter by entering you name in the form below for more great content.