Give me six hours to chop down a tree and I will spend the first four sharpening the axe. ~ Abraham Lincoln
You are likely not getting the results you could have for selling. You may have started chopping, working hard and following the crowd hoping that putting up a social media presence and doing what everyone else is doing would open the magic door of sales.
Sharpening the axe can become less appealing because you don’t feel the sweat and toil from trying hard at something. That illusion can be seductive.
When it comes to building a continuous sales funnel that produces visitors, leads and deals, you can certainly guess at what may work. But the wasted money and time can be painful over months and years with a dull axe, an unsharp strategy.
Sharpening the axe requires research, analysis and strategic thinking about how you attract, win and keep your customers in a repeatable fashion. You have to look at the data, make meaning of the traffic and sources that drive your sales funnel, and implement the strategy that takes advantage of how your market is set up.
It’s why large brands spend so much time assimilating the vast amounts of data and sales conversion information that will help them build connections with their prospective customers. User behaviors, demographics, platform activity and density, as well as past customer behavior, can feed into profiling, targeting and strategies that help you connect in a logical and rational way with your buyers.
However, you have to value strategic thinking first. It means thinking more about what will work and ensuring you have the data to support your suppositions instead of simply opening a store or site and doing what you see those around you busy working at. You may have a lot of activity, however, to what end? Are you getting the results you desire?
There are millions of sites, stores and sales venues that are out there. Simply hanging your shingle out there is a losing strategy if you are not found or if you are largely ignored in the midst of the noise.
Can you afford to waste months guessing, especially when the data is out there to help you sharpen your axe?
How about doing the hard work of hard thinking. Do the analysis first. Study the data. Get insights into what is happening and where your highest payoffs will be and design the sales funnel in a way that makes selling easier with less cost and effort.
How is your sales funnel doing?