A standard sales pipeline includes the following some stages:
You should customize your sales pipeline to suit your organization and business model, though it is useful to have a baseline standard from which to start – future iterations of your sales pipeline can be altered to suit your unique circumstances.
The first stage is when your company is actively looking for potential customers. Efforts focused on increasing brand awareness are important at this stage. While few leads are ready to buy at this point in the pipeline, they will likely buy in the near future.
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At this stage of the pipeline, attempt to gather leads through:
- Social media ads
- Google ads (pay per click)
- Traditional print and media ads
- Organic content, such as a blogging
Digital advertisements and content have the benefit of being interactive. Where print ads inform consumers about your brand, digital ads can capture leads. For example, if a user clicks your social media ad, they could be directed to a lead capture form.
Once you capture a lead’s contact information and consent, you can continuously market to them. That’s when you’ll get to move on to the next phase of the relationship, or sales pipeline.
A qualified lead is one step closer to becoming a customer. Once you have a qualified lead, your sales team should invest time and effort into trying to make a sale. At this point, it’s time to move on to the consultation stage of the sales pipeline.