REDUCING CHURN
Things you can do at every
stage of the sales funnel to
reduce churn
WHAT IS CHURN?




Ⓒ Clear Thought Consulting Ltd
WHAT IS CHURN?




Ⓒ Clear Thought Consulting Ltd
WHAT IS CHURN?




Ⓒ Clear Thought Consulting Ltd
WHAT IS CHURN?




Ⓒ Clear Thought Consulting Ltd
WHAT IS CHURN?




Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Awareness    Suspects



                           Interest     Universe


                           Evaluation   Leads
...
CHURN = AWARENESS




                                 AWARENESS




Ⓒ Clear Thought Consulting Ltd
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = AWARENESS
    Make sure you’ve identified people with a real
    need for your service, and target them e.g. PR
  ...
CHURN = INTEREST




                                 INTEREST




Ⓒ Clear Thought Consulting Ltd
CHURN = INTEREST
    Understand their needs:

        Work out a qualification script.
        Prepare an online audit too...
CHURN = INTEREST
    Understand their needs:

        Work out a qualification script.
        Prepare an online audit too...
CHURN = INTEREST
    Understand their needs:

        Work out a qualification script.
        Prepare an online audit too...
CHURN = EVALUATION / TRIAL




                                 EVALUATION

                                   TRIAL




Ⓒ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:




                                     EVALUATION

       ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:

        Cost: price, out of pocket, set-up, billing
       ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:

        Cost: price, out of pocket, set-up, billing
       ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:

        Cost: price, out of pocket, set-up, billing
       ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:

        Cost: price, out of pocket, set-up, billing
       ...
CHURN = EVALUATION / TRIAL
    Set really clear expectations:

        Cost: price, out of pocket, set-up, billing
       ...
CHURN = ADOPTION




                                 ADOPTION




Ⓒ Clear Thought Consulting Ltd
CHURN = ADOPTION
    Make them welcome:

        Say thank you in some way.
        Provide clear instructions.
        Cl...
CHURN = ADOPTION
    Make them welcome:

        Say thank you in some way.
        Provide clear instructions.
        Cl...
CHURN = ADOPTION
    Make them welcome:

        Say thank you in some way.
        Provide clear instructions.
        Cl...
CHURN = ADOPTION
    Make them welcome:

        Say thank you in some way.
        Provide clear instructions.
        Cl...
CHURN = ADOPTION
    Make them welcome:

        Say thank you in some way.
        Provide clear instructions.
        Cl...
CHURN = LOYALTY




                                 LOYALTY




Ⓒ Clear Thought Consulting Ltd
CHURN = LOYALTY
    Keep them engaged:

        Get them engaged in eNews, Twitter, etc.
        Feature them as a case st...
CHURN = LOYALTY
    Keep them engaged:

        Get them engaged in eNews, Twitter, etc.
        Feature them as a case st...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
Awareness        Suspects



                Interest         Universe


                Evaluation       Leads


        ...
REMEMBER…




Ⓒ Clear Thought Consulting Ltd
REMEMBER…



      Positive choices make positive relationships.




Ⓒ Clear Thought Consulting Ltd
REMEMBER…



      Positive choices make positive relationships.
      Needs change over time.




Ⓒ Clear Thought Consult...
REMEMBER…



      Positive choices make positive relationships.
      Needs change over time.
      No nasty surprises.

...
www.clear-thought.co.uk
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Churn and the sales funnel

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What you can do at each stage of the sales funnel to reduce churn.

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  • Lovely! Clear thinking (of course) breaking the problem down into manageable chunks. Thanks, Bryony.
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Churn and the sales funnel

  1. 1. REDUCING CHURN Things you can do at every stage of the sales funnel to reduce churn
  2. 2. WHAT IS CHURN? Ⓒ Clear Thought Consulting Ltd
  3. 3. WHAT IS CHURN? Ⓒ Clear Thought Consulting Ltd
  4. 4. WHAT IS CHURN? Ⓒ Clear Thought Consulting Ltd
  5. 5. WHAT IS CHURN? Ⓒ Clear Thought Consulting Ltd
  6. 6. WHAT IS CHURN? Ⓒ Clear Thought Consulting Ltd
  7. 7. Ⓒ Clear Thought Consulting Ltd
  8. 8. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  9. 9. CHURN = AWARENESS AWARENESS Ⓒ Clear Thought Consulting Ltd
  10. 10. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. AWARENESS Ⓒ Clear Thought Consulting Ltd
  11. 11. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. AWARENESS Ⓒ Clear Thought Consulting Ltd
  12. 12. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. Make sure your messaging is benefit-led so AWARENESS people know the desired outcome e.g. you’ll save money. Ⓒ Clear Thought Consulting Ltd
  13. 13. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. Make sure your messaging is benefit-led so AWARENESS people know the desired outcome e.g. you’ll save money. Ⓒ Clear Thought Consulting Ltd
  14. 14. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. Make sure your messaging is benefit-led so AWARENESS people know the desired outcome e.g. you’ll save money. Screen inbound prospects via a filtering or qualification process that determines if you want to work with them e.g. will they pay? Ⓒ Clear Thought Consulting Ltd
  15. 15. CHURN = AWARENESS Make sure you’ve identified people with a real need for your service, and target them e.g. PR in a trade title, rather than general press. Make sure your messaging is benefit-led so AWARENESS people know the desired outcome e.g. you’ll save money. Screen inbound prospects via a filtering or qualification process that determines if you want to work with them e.g. will they pay? Ⓒ Clear Thought Consulting Ltd INFLUENCE: 
  16. 16. CHURN = INTEREST INTEREST Ⓒ Clear Thought Consulting Ltd
  17. 17. CHURN = INTEREST Understand their needs: Work out a qualification script. Prepare an online audit tool. Understand what success means to them. Remember to qualify on cultural fit. INTEREST Ⓒ Clear Thought Consulting Ltd
  18. 18. CHURN = INTEREST Understand their needs: Work out a qualification script. Prepare an online audit tool. Understand what success means to them. Remember to qualify on cultural fit. INTEREST If you can’t help them, let them go: Have a referral list for any that don’t fit. Have a polite way of saying no. Ⓒ Clear Thought Consulting Ltd
  19. 19. CHURN = INTEREST Understand their needs: Work out a qualification script. Prepare an online audit tool. Understand what success means to them. Remember to qualify on cultural fit. INTEREST If you can’t help them, let them go: Have a referral list for any that don’t fit. Have a polite way of saying no. Ⓒ Clear Thought Consulting Ltd INFLUENCE: 
  20. 20. CHURN = EVALUATION / TRIAL EVALUATION TRIAL Ⓒ Clear Thought Consulting Ltd
  21. 21. CHURN = EVALUATION / TRIAL Set really clear expectations: EVALUATION TRIAL Ⓒ Clear Thought Consulting Ltd
  22. 22. CHURN = EVALUATION / TRIAL Set really clear expectations: Cost: price, out of pocket, set-up, billing schedule, payment terms. EVALUATION TRIAL Ⓒ Clear Thought Consulting Ltd
  23. 23. CHURN = EVALUATION / TRIAL Set really clear expectations: Cost: price, out of pocket, set-up, billing schedule, payment terms. Time: when they can expect what, how much time will they need to put in? EVALUATION TRIAL Ⓒ Clear Thought Consulting Ltd
  24. 24. CHURN = EVALUATION / TRIAL Set really clear expectations: Cost: price, out of pocket, set-up, billing schedule, payment terms. Time: when they can expect what, how much time will they need to put in? Quality: standards they can expect, how EVALUATION will this be measured? TRIAL Ⓒ Clear Thought Consulting Ltd
  25. 25. CHURN = EVALUATION / TRIAL Set really clear expectations: Cost: price, out of pocket, set-up, billing schedule, payment terms. Time: when they can expect what, how much time will they need to put in? Quality: standards they can expect, how EVALUATION will this be measured? TRIAL People: who will they work with, who can they contact, do they get on? Ⓒ Clear Thought Consulting Ltd
  26. 26. CHURN = EVALUATION / TRIAL Set really clear expectations: Cost: price, out of pocket, set-up, billing schedule, payment terms. Time: when they can expect what, how much time will they need to put in? Quality: standards they can expect, how EVALUATION will this be measured? TRIAL People: who will they work with, who can they contact, do they get on? Ⓒ Clear Thought Consulting Ltd INFLUENCE: 
  27. 27. CHURN = ADOPTION ADOPTION Ⓒ Clear Thought Consulting Ltd
  28. 28. CHURN = ADOPTION Make them welcome: Say thank you in some way. Provide clear instructions. Clarify how to get help. ADOPTION Ⓒ Clear Thought Consulting Ltd
  29. 29. CHURN = ADOPTION Make them welcome: Say thank you in some way. Provide clear instructions. Clarify how to get help. Check-in regularly: Have a structure for checking satisfaction. ADOPTION Provide channels for feedback. Ⓒ Clear Thought Consulting Ltd
  30. 30. CHURN = ADOPTION Make them welcome: Say thank you in some way. Provide clear instructions. Clarify how to get help. Check-in regularly: Have a structure for checking satisfaction. ADOPTION Provide channels for feedback. Ⓒ Clear Thought Consulting Ltd
  31. 31. CHURN = ADOPTION Make them welcome: Say thank you in some way. Provide clear instructions. Clarify how to get help. Check-in regularly: Have a structure for checking satisfaction. ADOPTION Provide channels for feedback. Ⓒ Clear Thought Consulting Ltd
  32. 32. CHURN = ADOPTION Make them welcome: Say thank you in some way. Provide clear instructions. Clarify how to get help. Check-in regularly: Have a structure for checking satisfaction. ADOPTION Provide channels for feedback. Ⓒ Clear Thought Consulting Ltd INFLUENCE: 
  33. 33. CHURN = LOYALTY LOYALTY Ⓒ Clear Thought Consulting Ltd
  34. 34. CHURN = LOYALTY Keep them engaged: Get them engaged in eNews, Twitter, etc. Feature them as a case study. Invite them to events. Let them determine levels of contact. Keep up to date with their changing needs. LOYALTY Ⓒ Clear Thought Consulting Ltd
  35. 35. CHURN = LOYALTY Keep them engaged: Get them engaged in eNews, Twitter, etc. Feature them as a case study. Invite them to events. Let them determine levels of contact. Keep up to date with their changing needs. LOYALTY Ⓒ Clear Thought Consulting Ltd INFLUENCE: 
  36. 36. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  37. 37. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  38. 38. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  39. 39. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  40. 40. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  41. 41. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  42. 42. Awareness Suspects Interest Universe Evaluation Leads Trial Opportunities Adoption Sales Loyalty Repurchase Ⓒ Clear Thought Consulting Ltd
  43. 43. REMEMBER… Ⓒ Clear Thought Consulting Ltd
  44. 44. REMEMBER… Positive choices make positive relationships. Ⓒ Clear Thought Consulting Ltd
  45. 45. REMEMBER… Positive choices make positive relationships. Needs change over time. Ⓒ Clear Thought Consulting Ltd
  46. 46. REMEMBER… Positive choices make positive relationships. Needs change over time. No nasty surprises. Ⓒ Clear Thought Consulting Ltd
  47. 47. www.clear-thought.co.uk

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