Transform Your Business with a Qualified Sales Pipeline

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go ahe and Sh [Music] sh today we are talking all about the sales Pipeline and how it will help your coaching process so let's head on over to my keynote as we dig on into the importance of having a sales pipeline in your coaching business because as a coach you likely understand that you need to attract new clients to actually grow a business right however simply generating leads or getting more email addresses is not enough to be successful you need to have a clear and efficient process in place to turn those beautiful leads into paying clients and this is where having a sales pipeline comes in So today we're going to focus on the different stages of a sales Pipeline and the goal is at the end of this lesson you're going to know how to track those prospects from leads through to close of sale so that no one falls through the cracks but first off let's talk about a sales pipeline what is it it well a sales pipeline is really it's a structured framework that outlines the various stages at which somebody is moving through your sales process from lead generation through to that client acquisition also the pipeline provides a really clear framework for you because as a coach you need to also manage that sales process and ensure that potential client moves through every stage efficiently and effectively each stage represents a different point in the sales process such as the initial contact followup proposal right through to closing of the sale so let's see why have a sales pipeline process well one it provides that clear sales process so a pipeline helps you to define various stages of the sales Pro uh process providing both Clarity for you as the coach and also for your potential client right it makes it easy for you to track their process and ensure that they move through each stage successfully and a clear sales Pro process will help your potential clients to understand what to expect or especially you as the person trying to get the clients it allows you to understand the likelihood of a successful sale it also helps you to prioritize your leads you see not all leads all people are created equal you see some leads are more likely to convert into paying clients than other leads so a sales partner peline allows you to prioritize your leads based on the likelihood that they will convert now this enables you to focus your efforts on the most promising leads and it increases that chance of you securing new clients also it helps to facilitate the followup because the fortune is truly in the followup with those potential clients and it is a crucial stage of the sales process now a sales pipeline ensures that you stay on top of your follow-ups providing reminders for when to reach out when to call when to text when to message this helps you to stay organized and also ensure that no one falls through the cracks also it enables Data Tracking I love me some sexy numbers right with a sales pipeline in place it will allow allow you to track your sales data and analyze the effectiveness of your sales process so this information it can be used to identify different areas within your business where you can make data driven decisions right measure what matters and it helps you to optimize the sales pipeline for example you may discover that a certain stage of the pipeline takes much longer than others and this could be an in indication to you that maybe that process might need Improvement also it enables you to improve your forecasting and planning right we want to know what is coming so that we can make informed decisions as well so by tracking the process of potential clients through a pipeline you can for for the future revenue and start to plan ingly this enables you to again make informed decisions also how to allocate resources maybe Staffing or other business priorities or go for that thing that you might want to buy when you land the next client so for example if you know typically you close 50% of your sales at the negotiation stage then you can plan your resources ing to the volume of people sitting in that stage so with today's competitive landscape when it comes to being a coach having a wellde uh defined sales pipeline is truly essential for you to acquire new clients and also use your time effectively and efficiently you see you want to make sure one that Prospect has a very good positive experience which helps you to then increase the conversion rates as well so have a clear road map right prioritize those leads follow up with potential clients track the sexy numbers and forecast your Revenue by implementing a sales pipeline into your coaching business so that you have a larger chance of success so stages that people go through when it comes to a sales pipeline there are lots of different ways in which you can build a pipeline and track how you turn leads into paying clients but having a well-defined sales pipeline is truly going to help you so things to consider is the lead generation stage so this is when clients first come onto your list this is a potential client and they're identified as a lead generation okay so there are many ways to generate leads including social media marketing paid ads email marketing advertising referrals the goal of a lead generation is to attract potential clients who may be interested in the service that you have the next stage is the qualifications stage so now we have a lead an email is usually what I would classify as a lead when we have that now we need to qualify the lead because not all leads not all people are created equal inside of our pipeline so this involves evaluating whether the lead is suitable for your service so you may have a criteria that you need them to meet like do they fit a certain budget do they have a certain need is there a timeline they need to fit in so you need to decide what are the things that qualify them as a lead and the goal is to determine which are more likely to become paying clients then you want to do a needs analysis now this stage of the pipeline this is where coaches conduct an evaluation of the potential client okay what are their needs and what are their goals and this can involve answering a series of questions asking them what their pain points are what are their objectives what are their desired outcomes the goal of the needs analysis stage is to gain a better understanding of the client situation and therefore determining whether or not your program is a good fit for their needs then we move to the proposal stage so once you've done the needs analysis you now need to develop a proposal stage for your potential client now the proposal stage is where you outline the scope of what they get so are you helping to do it with them are you doing it for them or are you giving them an online course where they've got to do it themselves so you need to have like a offer available for them so what is the price of that what is the work involved what's the timeline in which they will have to complete the pro the process or the help that you're going to give them and any other relevant details that the people need to know in order to decide now if they want to work with you so once they get to the proposal stage you need to make sure that you are now demonstrating the value of your coaching service and persuading the client to move forward with the engagement to work with you then we move to the closing of the sale so this is where the person has now said yes I want to work with you so you qualify them then they qualify you and now they've you've presented them with the offer and they've said yes now this involves finalizing details such as contracts collecting payments setting up expectations for the actual engagement with you now the goal of closing is to solidify the engagement and initiate the actual coaching process that they're going to have with you then we move into onboarding now this is the final stage of the sales pipeline where you onboard a new client so for us this will include sending a welcome email sending out a contract and also setting expectations for you and for them so that you both know where you sit within the coaching agreement so the goal of onboarding is to ensure that you wow the pants off them they get a really positive experience and are prepared to start doing the work with you so it is really important that at each stage of the sales process that you also realize that it is not a linear process some leads may move forward and then back and between stages as their needs change throughout the sales process so know that they're not just going to continuously just move through sometimes you got to jump them back and uh an effective sales pipeline is also flexible allowing you to personalize the approach to each of the clients or potential clients so understanding each of the stages is essential to your coaching business so you can attract new clients and grow your business but please have a well defined sales pipeline you need to know how to effectively use your time I know many of you are already stretched too thin and spending time with unqualified leads is not the best use of your time so whether you're a seasoned coach or you're just starting out develop yourself a really strong sales pipeline it is a key strategy to helping you really truly achieve your business goals so let me share with you the sparkle way the sea way and the stages that we track inside our sales pipeline I'm going to go through them quickly and then I'm going to break them down and explain to you exactly what each of these stages mean so first stage is new lead then we move them to our mql stage which stands for marketing qualified lead now within this stage we have what we call an ATC which means attempt to contact so we try up to nine times to contact them now that is a variety of Automation and also well actually it's more than 9 it's nine manual and so many more automated steps as well then we also have a triage call we have not qualified qualified appointment set so we're getting them into a sales call appointment did not attend now once we get past the marketing qualified stage we move into the sales qualified stage now this is where we move through a few different stages called negotiation awaiting payment one or closed or lost now each of these stages let me just give you an what the difference between a marketing a new lead a marketing qualified lead and a sales qualified lead is so in business a business is broken down usually into two major departments a marketing department where the new leads are coming coming in right and what we're doing within the lead gen the marketing qualified leads is we're trying to qualify them okay so now first off they're qualified to Market to them because they put in their email address so a new lead is somebody who's just put in their email address and that person could be so many different people they could be funnel hackers like me right I'm not going to buy but I want to go through your funnel it could be your competition looking at what it is that you do a new lead usually hasn't yet given us a phone number right next stage when they become marketing qualified now we're like I believe this person could potentially have the traits the things that might be somebody who's interested in buying from us we still haven't qualified them but they are now in the marketing department so we're making sure they're getting lots of content to start to qualify them okay once we qualify them when we're like yeah we think there's a few different pillars in which we qualify them and that one I can share in another lesson but there's a few pillars in which we qualify them and if they hit a few of the key pillars then we move them to the sales department now in the sales department there's more human-to-human connection it means that they're at a stage in which we believe that this person now is qualified to potentially be a customer prior to that they're in the marketing department there's more automation happening in the marketing department because that list is big like any funnel right there's more people at the top and the lower down you get in the funnel there's less people When there's less people we spend more quality time like humano human marketing HTO H marketing right human to human in the sales department to get them to finally say yes as well all right okay so that's a new lead then we have marketing qualified or we call them mqls and sales qualified which is sqls now potentially going to buy so let me break each of these particular steps down for you into what they mean and how do you know which state they're supposed to sit in so a new lead is a person who has opted into one of your funnels and given you their email address but there's no phone number okay so in this stage they've come in through any number of different marketing strategies where you collect an email address once you have an email address they are just a lead okay now there is a manual process that we have in place for this we will check the customer's file for a phone number or we've got an automated system that checks automatically the customers file for a phone number and if there's a phone number we move them to mql right so now they're marketing qualified which means we're going to attempt to contact them also we've got some other automations going on in the background once they become a new lead we want to know they're a new lead so we send that off to a reporting camp campaign also we're tracking when they come in and some other like great things that we send them off into long-term nurtures and all sorts of great stuff so the main thing of a new lead is one they've given us an email address to the manual process or if you've got automation set up well check the file for a phone number and if there is then we move them to the next stage so the next stage is when they become a marketing qualifi lead so a new marketing qualified lead is someone who has opted into our funnel and has given us their phone number okay so now they've opted in we can usually when they go to book an appointment and they maybe they've booked an appointment already we've got their phone number or maybe they went to book an appointment but didn't follow through or maybe we've found their phone number on social because they've been engaged with us or they've sent it to us in a text message because they engage with our text messages so now they've moved from just an email address into an inbox of some sort and we're speaking with them we can speak to them in messenger many chat those types of social selling scenarios where it's more of a one-on-one conversation so the manual part of this is we would put it on our Setter's tracking sheet so what a Setter does is they go and make phone calls right well it's actually automated it goes directly into a sheet but the setter has to pick up the phone and call okay so what a Setter does you can totally Google it if you want to but a Setter is to set and qualify somebody right to try and book them into a what's called a triage call so once they've moved in and become a marketing qualified lead we now move them to our ATC which means attempt to contact right this is where we call people or we message people whether it's through Linkedin messenger Instagram or the phone so we're messaging people so we have attempt to contact now there is a couple of manual things manually a Setter will attempt to book what's called a triage call and they'll try nine times okay now when we try nine times we break a first attempt to contact happens within 24 hours the second attempt to contact happens a week later third attempt to contact happens one week later now atcs three uh 1 two three four five and six sorry is a two we gap between each contact and then atc's 7 8 and N is a one month gap between each contact so this is a manual process where the atc's are phone dials inboxes like their manual processes but on the back end of that we automate the process as well so when we attempt to contact and they we leave a message of course we're going to text them an email and let them know and then we're going to follow up email them later we can automate that entire process as well and also send off to reporting and all sorts of other great stuff so once they're in atc's now we are reaching out to them to book a triage call now once a triage call is booked that means we've booked a qualifying call usually between 10 minutes to 15 minutes is a triage call these are usually done by a Setter and it is to qualify the person using our qualification pillars so we've got I think it's nine qualifying pillars they have to hit four or five of the nine to be qualified and now they get to have a strategy session AKA a sales call right with somebody who can close so the manual process of a triage booking a sales triage call is the setter has attempted to contact between 1 to nine times when the triage call is completed the setter then up updates what the outcome of that call was so did they qualify did they set an appointment did they were they not qualified right so the setter needs to update what is actually happening with them at Tri after the triage call once they update that it triggers off a heap of automation like reporting and things so that we know that we now have a qualified person for a sales call okay so the next stage after that after the triage call is not qualified so the triage call has been conducted and they are not qualified so the setter has realized that hey they're not a good fit for the program or they don't qualify for a strategy session so this is triggered if we believe they're not a good fit for the sparkle class Academy right so the manual process after the triage call for this one is they tick a little box and say not qualified enter Y and then we move them off to a long-term nurture and once they're not qualified uh sorry if they then move to the next stage which is qualified now they are moving out of the mql stage and into the SQL stage so they're now sales qualified from that actual triage call that was conducted but they may not yet be ready to book a call so we've qualified them but they say no I don't have time right now and we can't seem to get them into an appointment okay so now they sit at qualified but we have not yet set an appointment so of course there is a small manual process the setter will update the tracker okay and we have to set a followup okay remember the rule we don't finish a conversation without booking the next conversation so if we can't lock them into the calendar we say could we reach out to you in a week or two weeks and see where you're at so there expecting our phone call all right now after the triage call you could move them into so we had not qualified or appointment set so appointment set means now they are definitely in the sales area and they have an appointment booked with the closer okay so of course once the appointment's set the manual process is the setter will go in move them to this stage add any notes to the file so that the person who is about to take the call knows what's happening on the call and uh can review any information prior to the call as well now after the appointment is conducted a couple of things can happen one they don't attend the appointment so if they don't attend the appointment it's marked as a noshow right and now we are trying to get them back on the phone so if they're in the appointment DNA stage the manual process would be the closer if they haven't arrived within 10 minutes one they would send a text message and let them know hey I'm waiting for you for our meeting are you having problems getting in here's the link to zoom okay now if they don't come in in then of course we're going to mark them as a DNA and it is handed back to the setter to try to get another call booked which means this is the flexibility right this isn't this is why it's not linear they now move back to atc's okay they've now in the attempt to contact stage so that we can do the same thing contact them within 24 hours a week a fortnite a month takes us that to about 6 months that the setter is reaching out be good if people just said no not interested and we can take them off the list but most people won't say no they find it really hard so it is your job as a business owner as somebody wanting to help people to reach out okay so that's this is where the pipeline isn't linear okay and the way we know what's happened with that person is because there'll be notes on the file right when it's ATC one time there's a note we check before we call them okay so after the call this is a second thing that could happen we could move them into negotiating now when they're in negotiating that means that they have attended the strategy session and we are they are currently negot negotiating or considering so usually it's not the right time so I get people that come in and say I'm currently working with a coach and it finishes in June right or or maybe they need to speak to a partner or a business partner before making a decision to help alleviate the negotiation stage a good thing to do at the beginning of your sales calls is ask if there's any other people that will be involved in the decision making process and actually have them in the initial call it will actually help you to close better as well when they're both on the same page and that person isn't going back trying to explain everything that's happened on the sales call so if you do start the call and they're in decision- making process rebook and just leave them in setting right and do the call with the second person on the phone so the manual process for this one when they're in negotiating we need to create a follow-up task okay I always ask them when will they have a chance to make the decision talk to the partner whatever it might be and then book in a follow-up call so that they don't fall through the cracks okay now another thing that can happen at the end of the strategy call is awaiting payment now they've said yes I totally want to join you but they may have requested a different start date with the payment so generally I will try to always get a deposit on the phone so that we can start to unlock everything for them but if for example example they're due to get paid on a specific date or they want to make sure that the payment comes out on the 15th of the month every month we will put them in a waiting payment now an important manual process at this stage is create a follow-up task let the accounts Department know when the payment is to start but still gather all the information to pass on to the accounts Department like they name their email phone time zone postal address credit card details because after the call you can set everything up so that it automatically charges them at the correct date so that you don't have to remember to go back in later so this will move from the closer to the accounts Department if they move into a waiting payment still within a sales qualified now if they say yes and they make the payment and all the good things happen they then move to one or closed stage so this is when they join right but they've requested oh they've actually just joined and they've made their first payment so this slide is wrong imperfect action I am not going to fix it you know what I mean their payment has actually been received so usually what we will do on a call is we send them a link straight to to check out and while they're making their payment or the deposit I'm opening up the online program so I can give them a bit of a welcome guided tour so they don't just pay and then you say oh we'll see you in a week we get them onboarded within that call so that they've got something to sink their teeth into and they know what's coming next now another thing that can happen at the end of the call or it could also come off the back end of negot negotiating as well is lost so lost means that they've decided not to join now this can happen in a couple of places it can happen you've qualified them as yes they are a good fit on the triage call but they don't want any further contact with you or you've conducted a strategy call sales call or they've talked to you in an inbox or an email and they've decided that it's not a good fit for them or they've changed their mind about joining now only move people into this stage if they do not want to be contacted again in the future otherwise leave them in negotiating okay or if they haven't yet booked they'll be back in the qualified lead so only put them into lost if they've said no more don't want anything to do with you because some of those people sitting in negotiations may qualify or actually follow through and close in a month or two or even two years right so never move anyone to lost until you're 100% sure they no longer want to work with you all right so that's all of the stages that we track in the sparkle way the sea way when it comes to our sales pipeline so would you like to see how to actually set up a sales pipeline inside of keep yes all right well let's head on over into keep and I'll show you what that looks like okay so here is keep and we're just in my sandbox account on the dashboard and to find the pipeline you head to the sales area click on sales and it will take you into the pipeline area now you can create your own pipelines by clicking manage Pipeline and you can make up all different types of pipelines so if you've got different products you can have a different pipeline for each product I do recommend however you just sell one thing and do it well you'll scale six seven figures one thing is all you need okay the less confusing the process the easier it is is for you as well okay so that's how we create a pipeline and then inside the pipeline you can add your stages here okay so you can just keep adding all the stages so as you can see here what I've done is I've created all the different stages that I told you about each of the attempts to contact okay all along here they're all in here okay so what you do is when somebody comes in and they become a new lead you can put them into the new lead pipeline automatically through the automation Okay add to new lead if they have a phone number you can set it up to add to new mql now once they're added in we can also manually add them in like let me just find so you can manually add them in okay and then click create deal now what we can do with this person is there are now an mql we've checked they have a phone number and we're going to attempt to contact atc1 okay which means we have to contact them within 24 hours so we can create an automation to remind us to contact them within 24 hours so we've moved them into ATC we can click automate this stage and then we can say when person moves into this stage so you've moved them into atc1 right we've moved them from there to atc1 what happens then well I want to create a task and on that task I want to say atc1 call within 24 hours and then here you can insert like contacts first name and then you'll be able to just click on the file when is it due it's due the same day or next day okay and who do you want to assign it to so usually it's this is my sandbox account so it doesn't have all the stuff in here and now when we move so if I click here next and create task immediately click next so when this happens I send a task ask now another way you can also remind yourself to do the job is you could send yourself an email or a notification can ping as well so we used to send an email now we just go in and check where they're sitting and do our daily follow-ups right so now that's done we're going to publish that Automation and now you will see a little green that means this stage has an automation so if I move this person oh that's me into this stage what's going to happen is it will create a task if I just refresh this screen on the person's file and can we see now it's got a number one next to it which means this person now has a task and you can come into home on your dashboard and under the tasks widget you can see all the people that you have tasks for on the day so we do that and then we go to let's go back to sales in ATC this is to follow up in a week so after they've called right they've done the thing they've marked it complete right so once the the thing is marked complete then we can do not edit automation then we can oh here sorry automate this stage same thing again so when person has been moved into this stage right we then say in stage two we want to create a task and it's atc2 right followup call any description you want to put in and now it's in one week right so when they move in there it's assigned to the closer I'm sorry the setter or the closer no the setter and then we click next and publish so now when we're in our tasks let's just let that publish we're in our tasks for here right we can see in there that this person has a task assigned to them because it's got see that little one on there and now I've called them I can click task done and then move them where they're supposed to go okay so now you can see when I moved it into that stage when I I refresh it a one will come up telling me that I've got a task now and it shows me the date in a week and we can see on the home screen here is atc2 for the contact and we can just click on the contact and we can read in here if we've got any notes that we've added see here atc2 any other notes that were done on the customer's file you might oh got a fluffy white dog we should mention that when we call them how's your fluffy white dog going okay so every time you call them you just leave a quick note on the file click notes called left voicemail save note right then Mark the task complete and then in the pipeline we can even come in here and just automatically move them this way into three okay and then you can go through and set up any automations within the pipeline so that no leads fall through the cracks okay so that is your sales pipeline so that you can track where people [Music] are my sh