If you’re new to the Team AP space, you’ve probably never heard of the Awareness Funnel, but for the OG’s who have been around for a while, you’ve seen multiple posts on this, podcast episodes, IG Lives, the whole 9 yards. The reason for this is because this is what you need to understand to truly get consumer psychology and better convert your yes clients, and back away from your “I dont know if I’m ready” clients. You can learn this information deeply, but practice is where you learn this the most – practice from discovery calls and conversations with people about your services. This is one of 3 things I wish everyone understood because this is a life skill that applies to every selling situation, every business conversation, and even personal relationships. Let’s dive in – but heads up, this one’s a doozy.
The Awareness Funnel Overview
By learning the Awareness Funnel, you learn where to start the sales conversation. An analogy I could use here is when you go to dinner and ask a server what you should order, they could simply answer with all their favorites or the house best sellers. This isn’t wrong or a bad thing, and not using the awareness funnel won’t hurt you by any means. You can share what you do and sell without it. However, a great experience or a smarter question the server may ask would be “How hungry are we tonight? What kind of experience are you looking for?” Similarly, you’re saying – how ready to be sold to is this person? How much education do they need?
For instance if people are not showing interest in your service, you need to prioritize getting better at Stage 1 and 2.
If people are interested but not saying yes, you need to prioritize 2-3.
If people are interested and saying that they want to work with you but not pulling the trigger, you need to prioritize 4-5.
In time and with practice, you will get to a place that I’m at where I can tell within seconds of talking to someone which stage they’re at, approximately how long it may take for them to sign with our services if at all, and what they need emotionally and logistically to make an educated investment decision. Read on to fully understand a sales conversation that may happen in one sitting, over a week, or over a few months even years time.
Stage 1: Completely Unaware
**This is the stage of the awareness funnel that most people miss!!**
About this Stage: People in this stage don’t know you, don’t see a need for your services, don’t feel they’re the right client for you based on their current needs. They see themselves as not right for what you do, even if they respect your business. If you can see something they can’t, then I encourage you to use my tips to bring them to the next level of awareness. You are not selling at this stage.
They are saying: No -or- I don’t think I need that -or- shutting you down quickly without hearing more.
Notes about this stage: When being sold to here, people become annoyed. “Why are you selling me your services when you don’t know who I am or if I even have this problem?” So again, you are not selling at this stage.
What they need: Education on what it looks like after working with you (not about your services but what do they get in life/business from what you do?) Inspiration, encouragement, and cheerleader type energy (even permission!) that they can have the things they don’t feel ready for or worthy of
Examples to get them to the next stage:
- Shed light on what they’re missing out on. “Imagine if you felt confident about your services, your deliverables, and how much to charge for what you’re doing so that it’s fair and it’s an easy yes for your people?”
- Create a dream like scenario. “What would you do with revenue coming in each month, because you’ve created a product/service suite that generates money for you effortlessly?”
- Show transformations. “Let me guess – you may be wondering how to get those early sales, right? You’re wanting to go from ‘how do I get people to sign up?’ to ‘wow this service is bringing people in everyday!’ while still acting in integrity?”
Stage 2: Aware of Problem; Not Aware of Solutions
About this Stage: If someone is here naturally where they know they have a problem or you’ve shown them what problem you notice, they should now see they have room for improvement or need a major fix. Use this time to help them make an educated decision by showing them their solution options. You are not selling at this stage.
They are saying: lightbulb moments like “Well that would be nice sure but I dont even know how to get there”. or “Sounds too good to be true to be honest” or “How would that even work”. They understand and trust you see a problem, this is their space to say, do I agree that I do have a problem and is it worth solving?
Notes about this stage: When being sold to here, people feel duped like you’re scamming them. The way they’ll feel if sold to is “Ok got it so you’re just in this for yourself. Your goal is strictly to show them their marketplace of solutions aka look at all the ways you can fix this problem (one of them being you). This makes you a resource instead of a salesperson, and they hear you better while trusting you.
What they need: They need to be shown or educated on the process of fixing this. What goes into it, what does it take, what ways can their problem be worked through? Show them what kind of ways they can solve this problem so they can start understanding if they are personally, emotionally, financially, and time-wise ready for some kind of fix. They see the value, they now need to gauge how important the problem is to them.
Examples to get them to the next stage:
- Give them points to think on so they can understand how to problem solve. “Here’s what I would think about, in my expert opinion. Take a look at your objections, listen to their feedback, and see what you can do within your product suite to either showcase the value better or offer something more needed.”
- Educate them on the solution. “The reason why a stategic product suite matters so much to businesses is because you want to ensure that you have a way to serve different budget restraints and/or deliverables needed from your community.”
- Give clear proposed fixes, not all of which are yours. Don’t even mention yours. “I recommend considering 1 of 3 approaches. You could hire a consultant to dive into your current product/service suite and map out exactly how to reconstruct pricing so it works for you which will be your more expensive but quicker option, you can test different product suites each quarter to see what sticks which will be a less expensive but longer solution, or you could even take a training or buy a course which will probably save you both time and money. There are tons of people online who can assist with this whether in a paid, free, or DIY capacity so you have options!”
Stage 3: Aware of Solutions; Not Aware of Your Solution
About this Stage: Now they know they have a problem, they see options to solve it. If open, they are now in a place where they’re open to hearing if you provide this solution. It’s a time to show them generally what you do, not to inundate them with every detail. Less is more.
They are saying: “Is this something you do?” “Do you have anything like this?” “Is there something you recommend?” They may also say – “Great! Sounds good!” In which case I might say – “Before we go, I’m going to let you know generally what we do so you have something to think on”.
Notes about this stage: This stage of asking or open to hearing about your business is not interest, it’s curiosity. This isn’t a place to sell them into working with you, it’s about laying the groundwork so they generally understand what you do and how you run your business.
What they need: General overview of your business, what you do or prefer, 1-3 sentences to introduce them to your business. This stage is general even vague so they ask questions.
Examples to get them to the next stage:
- Share how your business fits in. “I actually offer something similar where you can work with me in a fully custom 1:1 working day to iron out your product suite + pricing, or I have a low price Masterclass that you can complete and revise it yourself.”
- Offer general help. “Glad we chatted about this! I offer this kind of service and have a template so when you’re ready, I’m here to help.”
- Ask their priority level now that they’re more educated on the problem/solution. “Now that you know more about offer development and pricing, does this sound like something you’d like to prioritize?”
Stage 4: Aware of Your Solution; Not Aware of How to Participate
About this Stage: The client now is aware of their problem, solutions available, and that you too have one suited for them. Here they want to hear details, process, deliverables, specific dates/times if applicable, and a little about what the before/after is like. They’re interested but need to see themselves in it. Think of this like a virtual dressing room where they’re seeing if it fits.
They are saying: This is where curiosity changes to interest. If you receive a “Cool thanks!” after the last stage of the awareness funnel, leave them there and allow them to think. Revisit in the next few days, a week, or two max. If someone is interested and is now in this stage, you’ll hear things like “Ok tell me more details!” -or- “Is this something we can start ASAP?” -or- “I think this is exactly what I’ve been needing, can we talk through details?”
Notes about this stage: Nows not the time to back out. This is where businesses drop the ball because they dont want to sell, or feel awkward. Talk them through the details instead of saying “Let me know if you want to join” or “Go check out the sales page”. If they’re engaging with you, and interested, be the one to actively reach out and keep talking to them.
What they need: Here they want to hear details, process, deliverables, specific dates/times if applicable, and a little about what the before/after is like. They’re interested but need to see themselves in it. Think of this like a virtual dressing room where they’re seeing if it fits.
Examples to get them to the next stage:
- Get clarity on what their biggest question/objection may be. “Happy to share more! Are you more interested in our process, what you receive, or how it works?”
- Show them what they should have completed, prepped, or achieved, etc prior to working with you. “Most clients come to us when they [have completed xyz/are in xyz stage/feeling xyz/in need of xyz] and we will do x, y, and z, so you leave feeling 123.”
- Don’t word vomit. Check in to make sure they’re following every 2-3 sentences. “Does that all make sense?” “Any questions so far?”
Stage 5: Ready for a Yes
About this Stage: This person, if they’ve made it here, now knows and see their problem, they’re educated on solutions, became interested in yours and now feel ready to hire / buy from you.
They are saying: This sounds great -or- I’ve definitely needed this -or- Ok I’m so in, I didn’t know someone did this -or- You’re exactly what I need -or- if they’re quietly listening
Notes about this stage: Shy away from apprehension, nerves, or surprise from you! The worst thing to say here is: “Are you sure?” They’re sure. They’re in. Honor their decision making and move forward.
What they need: It’s time! They’re ready to sign on the dotted line. Some people subconsciously need an invitation into your space so invite them in, send the proposal or link, and begin!
Examples to get them to the next stage:
- This stage is simple. Share what the onboarding process is like, set up your tech/back end systems to onboard, send proposals or signup links, etc.
TLDR:
Understanding the Awareness Funnel is key in navigating consumer psychology for better conversions. It’s not just a sales tool; it’s a life skill applicable to various scenarios. Learn these psychological stages of the buyer journey to transform your sales and marketing from unsure to confident – and from no or maybe into absolutely yes.
