Sales Funnel or Production Line? Either Way, it’s NOT a Numbers Game.

A recurrent theme in discussions about sales management and production lines is addressing flaws effectively. In a production line, pinpointing the root cause is crucial when something goes wrong. In sales management, pinpointing the root cause is vital when something goes wrong,

Let’s create a simple mental model of what a “customer” production line might look like in the home services industry.

• Does the prospective customer have a preferred brand they think of immediately and feel best about when the need occurs?  Yes or no
  • Does the prospective customer call you directly? Yes or no
  • Does the prospective customer already know your brand?  Yes or no
  • Does the prospective customer do a branded search online for you? Yes or no
  • Does the prospective customer self-book an appointment on your website?  Yes or no
• Does the prospective customer do a generic search online for you? Yes or no
  • Does the prospective customer call you from an online ad?  Yes or no
  • Does the prospective customer call you after engaging with your website? Yes or no
• Does the prospective customer call and speak with a CSR? Yes or no
• Does the prospective customer book an appointment? Yes or no
• Does your team dispatch the appointment? Yes or no
• Does your team arrive on time for the appointment?  Yes or no
• Does your team inspire trust and confidence? Yes or no
• Does your team offer them a solution that builds trust and confidence? Yes or no
• Does your team offer them multiple options to purchase/finance? Yes or no
• Does the prospective customer agree to one of the options? Yes or no
• Does your team complete the job effectively and build more trust and confidence? Yes or no
• Does the customer feel your team did a great job fulfilling your brand promise? Yes or no
• Does your customer leave a 5-star review? Yes or no
• Does your customer recommend you to others? Yes or no

Each step has a yes or no answer that can be counted. The length and quality of the interactions can also be measured, but that’s for a different article.

Each step can be the root cause of your failure or success. At each step, you can turn a prospective customer into an actual customer or not.

Filling The Sales Funnel Won’t Reliably Produce More Customers

Imagine a funnel with a pinprick at the bottom. No matter how much you pour in from the top, the small opening at the bottom will limit your output. This represents a fundamental concept in both production and sales. If there’s a bottleneck or flaw at any stage of the process, it hampers the entire operation.

This concept applies to businesses as well. Companies often think increasing leads or having more resources at the top of the funnel will fix their issues. However, if they don’t address the inefficiencies and bottlenecks throughout the system, these efforts may only provide temporary gains.

For instance, businesses emerging from a period of low demand might ramp up efforts to generate more leads. However, if the backend processes aren’t optimized, the surge in demand could overwhelm the system, leading to more problems that screw up sustainable growth. You need a balanced approach where the funnel’s top and bottom are addressed concurrently.

Sales Funnels Are Also Production Lines That Produce Customers

The sales funnel is more akin to a production line than a simple numbers game. Fixing issues at the top without considering the bottom won’t lead to long-term success. Executives must manage both ends of the funnel carefully to ensure a smooth and efficient process.

You build sustainable growth by addressing the root causes and optimizing the entire system. This balanced approach helps businesses navigate the complexities of their operations. Don’t just patch up the surface issues; to succeed, solve the more profound systemic problems.

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