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.
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.
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:
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:
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:
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:
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:
By learning the Awareness Funnel, you learn where to start the sales conversation, how to communicate in a way you’re heard, and how to create strong relationships.