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

1. REDUCING CHURN
Things you can do at every
stage of the sales funnel to
reduce churn

2. WHAT IS CHURN?
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3. WHAT IS CHURN?
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4. WHAT IS CHURN?
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5. WHAT IS CHURN?
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6. WHAT IS CHURN?
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7. Ⓒ Clear Thought Consulting Ltd

8. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
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9. CHURN = AWARENESS
AWARENESS
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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
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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
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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.
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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. 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?
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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. CHURN = INTEREST
INTEREST
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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
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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.
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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. CHURN = EVALUATION / TRIAL
EVALUATION
TRIAL
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21. CHURN = EVALUATION / TRIAL
Set really clear expectations:
EVALUATION
TRIAL
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22. CHURN = EVALUATION / TRIAL
Set really clear expectations:
Cost: price, out of pocket, set-up, billing
schedule, payment terms.
EVALUATION
TRIAL
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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
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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
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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. 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. CHURN = ADOPTION
ADOPTION
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28. CHURN = ADOPTION
Make them welcome:
Say thank you in some way.
Provide clear instructions.
Clarify how to get help.
ADOPTION
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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.
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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. 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. 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. CHURN = LOYALTY
LOYALTY
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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
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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. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
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37. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd

38. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd

39. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd

40. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd

41. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
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42. Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
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43. REMEMBER…
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44. REMEMBER…
Positive choices make positive relationships.
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45. REMEMBER…
Positive choices make positive relationships.
Needs change over time.
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46. REMEMBER…
Positive choices make positive relationships.
Needs change over time.
No nasty surprises.
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47. www.clear-thought.co.uk