Episode 25 Transcript

Chareen Goodman [00:00:04]:

Welcome to the Crack the Coaching C.O.D.E.™ podcast where every Thursday, coaches from all over the world can tune in to get a dose of good info to help them crack the coaching code in their coaching business. On this podcast, you will get what you need to make your coaching business a true dream business. Whether that's a short learn-to-earn knowledge session or a full-length interview conversation station with some of the most interesting, influential, and impactful people in the industry. This podcast will give you the inspiration, Motivation, but above all, the encouragement you need to get you and keep you building and growing your own coaching practice. Hello, and welcome amazing coaches to Episode 25 of the Crack the Coaching C.O.D.E.™ podcast. I'm Chareen Goodman, Business Coach, Founder of Crack the Coaching C.O.D.E.™, and your partner in all things pertaining to running a stellar coaching business. This podcast is here to help you unlock the secrets to success in the coaching industry. And today we have a special topic that can act as a key to opening profit-making doors.

Chareen Goodman [00:01:34]:

I'm so excited about today's topic as we continue with our series, Effortless Black Friday, Using AI to Simplify and Succeed this Holiday Season. Black Friday. Just the phrase alone brings to mind images of insane deals, frantic shoppers, and skyrocketing sales. But if you're a coach you might be asking what does Black Friday have to do with my business? Well, I'm here to tell you it has everything to do with it. So in today's episode, we're going to dive deeper into this subject because in today's business ecosystem, Black Friday is no less than a gold mine for those who want to take advantage of it. You see, Black Friday isn't just a day. It's an event. In fact, It's an entire season brimming with potential customers, yearning for great offers, and impactful products or services.

Chareen Goodman [00:02:53]:

And coaches, just like any other business, can capitalize on this customer enthusiasm. After all, who said coaching is not a gift? But to harness this event's true potential, To convert the swarm of interested individuals into not just customers, but loyal clients, You need something sturdy. You need something reliable. And that, my friends, is a robust sales funnel. A robust sales funnel? I hear you repeating it back to me. But what does it mean? And why is it necessary? Great questions. A sales funnel, when well crafted And strategically managed can make a world of difference for your coaching business. It's not just about selling a one-off discounted coaching session for Black Friday.

Chareen Goodman [00:03:59]:

It's about nurturing potential clients. It's about taking them on a journey from anonymous browsers to devoted clients who believe in the value you deliver. When you have a robust sales funnel in place, Every Black Friday visitor isn't just a short-term buyer, but a potential long-term client. To put it simply, if Black Friday is the competitive battleground, A sales funnel is your winning strategy. A sales funnel is essentially The path that your potential clients take on the way to becoming actual clients. It's about leading them carefully from interested to invested. I get it. Talking about funnels can seem daunting.

Chareen Goodman [00:05:03]:

But I'm here today, my friends, to make it less daunting And more doable for you. Let's conquer the world of sales funnels together, And let Black Friday be more than just another date on your calendar. In the upcoming segments, We'll break down the elements of a robust sales funnel and how to use it optimally for your Black Friday sales. So grab your notebooks or open up a new note on your closest device, and let's get down to cracking the sales funnel code this Black Friday. So all of you dynamic coaches out there, Are you ready to score big this Black Friday? Well, welcome to our segment titled Understanding Your Customer Journey. The topic we are covering today is vital for all you coaches out there looking to optimize your sales funnel and ultimately grow your business this Black Friday. So in this segment, we're going to break down a critical offensive strategy in the business game. I'm talking about the one, the only, sales funnel and understanding your customer's journey.

Chareen Goodman [00:06:40]:

So what exactly is a sales funnel? In very basic terms, It's the journey of your customer right from their initial awareness of your brand or service, All the way through to making a purchase. And ideally, looping back for more. So what is a customer journey? You may be wondering. Well, this is a term used to describe the different stages that your potential client, or in your case, a coachee, Goes through from the moment they first hear about your service to the point they decide to purchase your coaching program or offer. But why is it so important to understand the customer's journey when it comes to your sales funnel success? Consider this. Let's say a potential client stumbles onto one of your social media posts. They find your content engaging, so they decide to visit your website. From taking a look at your coaching programs to leaving an inquiry, every decision they make It's part of their customer journey.

Chareen Goodman [00:08:09]:

If you don't understand this journey you're taking them on, You might miss out on opportunities to nudge them down the sales funnel, which can lead to missed conversion opportunities For turning them into paying clients. Now let's delve deeply into this journey. First off, let's blend the concept of a sales funnel with the customer journey process. Look at the funnel as a way to visualize the journey your prospects take From not knowing anything about your brand, let's call that awareness, to becoming a fully engaged customer Taking action. The customer journey is typically divided into several stages. Stage 1, Awareness. This is about piquing customers' interest. Imagine that a prospect has just landed in your universe.

Chareen Goodman [00:09:20]:

So your job is to woo them and lure them in. Whether it's through SEO, search engine optimization, social media, or other online content, It's all about making a strong first impression at stage 1. The next stage is interest. Now that your prospect is intrigued, it's time to keep them engaged. Think of it like a first date. You've triggered their interest, but how do you keep the conversation going? It's all about delivering relevant quality content that demonstrates your value. Following the interest stage comes the decision stage. By now your prospect is sold on you.

Chareen Goodman [00:10:17]:

But they still may be comparing you with competitors. Here's where you need to communicate your unique strengths and make the decision stage about why your solution is the perfect fit. Following the decision stage It's the action stage. This is your moment of truth. You've captured their attention. Built an interest in your product or service, and differentiated yourself from your competitors. Now it's time to seal the deal. Whether it's through emails, promo codes, or other offers, Your goal is to convert these prospects into customers.

Chareen Goodman [00:11:05]:

Now there is 1 final stage that isn't often mentioned, But it's still important in the funnel process, and that is the retention stage. Once a prospect has subscribed to your service, you need to continuously provide value to make them stay And possibly refer others to your program. Now let's talk briefly about the role of customer behavior data In designing your sales funnel. Here's where we add another layer to the picture. Customer behavior data includes Their activities, preferences, pain points, and so much more. This information can unmask Valuable insights that allow you to fashion a more personalized and effective sales funnel. As I have talked about in some of my previous podcast episodes, here is where AI tools like ChatGPT can be very useful In helping you get this type of insight. You might be wondering why ChatGPT? Well, Think of ChatGPT as your personal data analyst that never sleeps.

Chareen Goodman [00:12:25]:

It can process vast amounts of data from multiple sources, analyze it and deliver insights in a comprehensive human-like conversation. This can help you understand your market and competitors in ways you might not have been able to do on your own. And when it comes to understanding your customer behavior, it can give you the insights you need to really optimize your sales funnel. By leveraging these insights, you can design your touchpoints, your content, and your offerings to better align with your Customer's distinct needs and expectations at each stage of their journey. In a nutshell, Comprehension and understanding of your customer's journey and behavior data isn't just beneficial. It is instrumental to crafting a successful sales funnel, one that not only captures but also retain your customers. In the next segment, we'll delve into how you can Apply this knowledge to your own sales funnel effectively. So stay tuned.

Chareen Goodman [00:13:48]:

Welcome back to the next segment on building a sales funnel for Black Friday. Let's dive deep into a compelling subject. The anatomy of an effective sales funnel. Specifically, What are the stages and how to make them work in your funnel? In the last segment, We went through the stages of the customer journey. In this segment, we're gonna talk about how using the AIDA model, AIDA, which is very similar and how you can incorporate it into your sales funnel. 1st off, let's do a quick recap of what a sales funnel is. A sales funnel is simply a way to visualize the journey your prospects take From not knowing anything about you or your brand, that's the awareness stage, to becoming a fully engaged client. Interest? This is where you've intrigued your prospect, and it's time to keep them engaged long enough To where they make a decision.

Chareen Goodman [00:15:13]:

By the decision stage, your prospects are sold on you. Great job. But now comes your moment of truth, and that is at the action stage. This is where you seal the deal and you land your client. Now let's take a look at the AIDA model. An oldie, but a goodie. You may notice some parallels with this oh-so-familiar marketing concept, The AIDA model, which stands for Attention, Interest, Desire and Action. This model is a classic in marketing lessons, and for a very good reason.

Chareen Goodman [00:16:04]:

Simply because it works. It complements the sales funnel stages of the customer journey and reinforces its effectiveness. But now let's get to where the rubber meets the road. How can you customize these stages specifically for a Black Friday campaign? Well, remember that Black Friday thrives on urgency. This factor can amplify each stage of your sales funnel as you apply the AIDA model. Inattention, you must grab your prospect's attention fast. One example of how to do this in your funnel is to use powerful messaging. Say, for example, you have messaging about the monster sale you have coming up for Black Friday.

Chareen Goodman [00:17:06]:

When it comes to interest, you have to think about what will you use to make them curious enough About your irresistible offer to make them stop and take a further look. Perhaps You'll do this by providing some sneak peeks of your blockbuster deal coming up for black Friday. During the Desire stage, you want to stir up and create enough tension, suspense, And what I like to say sauciness to create a sense of FOMO, a fear of missing out. Stirring up their desire to really want to look at your offer. Remember, I talked about urgency and exclusivity. Perhaps you can build into your funnel ways to create a few limited quantity items or such magnetic bonuses that it really their desire about your offer. And finally, the all too crucial stage of driving action To close the sale, make the deal. Think about how you can use things like surprise flash sales And countdown timers to create that final push. P.U.S.H. Persevere Until Something Happens. And there you have it coaches. A whistle-stop tour on an effective sales funnel. From attention to action. Following the AIDA model. So let's get out there and make this Black Friday the best one yet. Okay.

Chareen Goodman [00:19:03]:

Here we go. In this segment, we will dig into improving your sales funnel and things you can do to optimize your funnel. We'll walk through some essential strategies that will help you get the most out of your sales funnel. I'll introduce you to how you can supercharge your sales funnel using data and optimization techniques. So buckle up And let's jump right in. 1st let's touch on what makes a sales funnel effective. Is it design? The offer? The follow-up process? Truth is... successful sales funnel strategies usually blend all of these elements together seamlessly. So here's a coaching play for you to run.

Chareen Goodman [00:19:55]:

Take some time to analyze successful models. Take inspiration and tweak them to suit your own brand. The next thing you need to understand for funnel optimization is the power of analytics. Analytics can be a game changer for your sales funnel. Analytics are essential in identifying your strengths and weaknesses, and giving you insights into your customer behaviors As we talked about in a previous segment, they are your friend in optimizing sales funnels. Offering you valuable details on where you can improve for those big sale days like Black Friday. By tracking your website traffic, visitor behavior, and other related data, you can gain valuable insights about your customers. Insights that will help you optimize your sales funnel more effectively.

Chareen Goodman [00:20:57]:

So let's kick off by talking about split testing. Split testing is one of the most popular methods for optimization. This strategy involves creating two versions of your sales funnel and seeing which one performs best. It's a fantastic way To understand your audience better and see what really gets them to take the plunge and buy. By creating two versions of a sales page for your Black Friday and comparing their performance, You can identify which one resonates best with your audience. Other effective methods include AB testing and multivariate testing. Remember, the goal of optimization is to continually refine your approach until you find the perfect solution for your customer. Now let's talk about optimizing your sales funnel following the AIDA model.

Chareen Goodman [00:21:59]:

Stage 1, assessing the attention stage. How do you measure success at this stage? We'll look at metrics like site visits, session duration, and page views per session. These can offer a clear picture of whether or not you're grabbing the audience's attention effectively. Stage 2, monitoring the interest stage. Here you want to use analytic tools that help gauge customer interest. Session recordings, heat maps, and surveys can give you a direct look at what's working and what's not working. Stage 3, reviewing the desire stage. At this stage, Make sure you're offering deals that your customers find irresistible.

Chareen Goodman [00:22:55]:

The irresistible offer. Use customer feedback and sales data to ensure you're hitting the mark, and so you can adjust accordingly. And stage 4, measuring the action stage. Friction, challenges, potholes, and roadblocks during the checkout process can lead to abandoned carts. And when it comes to your Black Friday campaign and your sales funnel, you want to minimize this as much as possible. Smooth out these bumps with techniques like streamline checkouts, clear call-to-action buttons, And multiple pay options. Finally, consider using AI tools like ChatGPT. For example, ChatGPT is a powerful tool that helps you learn your customers, tailoring interactions to improve their experience And ultimately lead them along the sales funnel.

Chareen Goodman [00:24:03]:

Isn't that remarkable? By keeping these strategies in mind, You can optimize your Black Friday sales funnel to deliver optimal results. Remember. The journey of improvement is ongoing. So keep testing, analyzing and refining. I coach my clients to apply the 3T's. Try, test, and tweak. I encourage you to do the same. Now after all the rush of Black Friday, there's a gold mine of information waiting for you.

Chareen Goodman [00:24:40]:

It's crucial to take a step back and analyze the performance of your sales funnel. This data will guide your future strategies and make every following cell better than the last. Post-Black Friday analysis can guide future strategies and uncover ways to improve. Again, you can use tools like AI and ChatGPT to gain deeper insights and understand your customer behavior better Time after time. Okay. That's all for this segment, folks. Let's now move on and close out this Hello, coaches. Well, we've made quite a journey together today, crossing the length and breadth of Creating a Black Friday sales funnel.

Chareen Goodman [00:25:41]:

And what a ride. As we draw themes to a close, Let's hit the replay button on some of the important insights we've gathered along the way. Remember. Creating an effective Black Friday sales funnel isn't about bringing your A-Game just once a year. It's about continuously nurturing and engaging your audience and truly understanding their needs. Here are some key takeaways we've gleaned from our journey today. First, knowing your audience is key. The foundation of a strong sales funnel lies in knowing who you're trying to reach.

Chareen Goodman [00:26:28]:

Second, the seamless customer journey. Plan your customer's journey from awareness To conversion meticulously and make it as seamless as possible. #FLOW. Third, engagement matters. Regular and meaningful engagement keeps your audience connected and more likely to convert when they are primed and ready. And fourth, data is your best friend. Use data and insights to tweak and improve your funnel for better outcomes. By weaving together all of these elements, you've now got a Foolproof formula for a brilliant Black Friday campaign under your belt.

Chareen Goodman [00:27:26]:

Now here comes the most important part. All that you've learned and all that we've discussed needs to be put into action. Remember, All this knowledge amounts to nothing if not put into action. The groundbreaking Strategies we've uncovered will only prove valuable if you apply them. So, I encourage you To take the strategies and techniques that you've learned and apply them to your Black Friday marketing campaign. And here's my final piece of advice. Don't just watch the competition, outdo them. Be bold.

Chareen Goodman [00:28:08]:

Be innovative. And above all, stay true to your brand and your customers. Your audience awaits the awesomeness, you're about to bring them this Black Friday. So use these insights, take the plunge, and create a buzz that leaves your competition in the dust. So go ahead, take a deep breath, And dive right in. And let's make this Black Friday a day to remember. Get out there and get those sales going. And use your funnel to help you do it.

Chareen Goodman [00:28:47]:

Thank you for joining me in this series. But remember our journey doesn't end here. We have a few more episodes left in this series, so let's continue to learn, Grow, and excel together. Well, my amazing listeners, we've reached the end of yet another episode of the Crack the Coaching C.O.D.E.™ podcast. Throughout this brand new series, Effortless Black Friday, Using AI to simplify and succeed this holiday season, we'll be immersing ourselves more in the world of AI-powered strategies that will revolutionize your Black Friday campaign. Don't forget to join us for our next episode, Where we'll continue to crack the coaching code. In the meantime, if you have any questions or would like to learn more, Please visit our website at chareengoodman.com. And if you enjoyed this episode, Don't forget to subscribe and leave us a review on your favorite podcast platform. Blessings.