That is, a pipeline always establishes a potential loss and, most importantly, a potential gain.
When we started thinking about our value proposition at the agency , an idea came up that made us laugh at first, but then we started taking it more seriously: “We exist to help companies fatten their pipeline.”
What does it mean to “fatten” the pipeline:
Reduce the potential for loss
Getting more leads or potential customers to enter and stay in that funnel (making the funnel wider)
Improve the conversion rates of each stage within that funnel.
We can say that for a lead to enter and feel comfortable in a funnel, they vietnam mobile number need to have a “passport,” which is a declaration of a need that your funnel can help solve. Without a declared need, there should not be a lead in a funnel.
Now, what happens that funnels don't make you fat...?
There are many reasons, but among the most important are:
There are few leads with a “passport” (declared need). So they come and go, or they don’t enter the funnel at all.
There are leads “with false passports” (apparently real and declared needs that after a while fade away because they are not pushed strongly, or because they do not have the endorsement of a “champion” in the organization).
How to fatten a pipeline:
First, by ensuring that the leads that come in are qualified. Leads should not be forced in, otherwise… they will look for any shortcut to get out.
Second, making leads feel comfortable in the “habitat” that the funnel proposes. Making them feel comfortable going through that process. And for that, it must be a process that delivers value, even before the purchase is made.