How To Guide Prospects Through the Sales Funnel Step-by-Step

By: Tyler Reed, MBA, Director of Digital PR Strategy

Key Takeaways:

• Unlock higher conversion rates with a proven multi-channel digital PR follow-up strategy, guiding prospects seamlessly through your sales funnel.
• Boost engagement and drive action through strategically timed communications, leveraging progressive urgency and key psychological triggers.
• Optimize lead nurturing and upsell opportunities using adaptable sequences and A/B testing for measurable success in your digital PR campaigns.

Leading prospects and clients through the sales funnel is undeniably tough. It requires finesse and psychology. You must be capable of communicating the value of your product or service effectively to elicit action. One of our clients is a real estate and tax consultancy. They needed a multi-channel, multi-day follow-up sequence. This sequence was designed to maximize engagement and conversions for both first consultations and upsells. The core strategy we employed here revolves around persistence. We utilized varied communication channels. There was a progressively escalating sense of urgency and value proposition. Read on to see these steps in action and examples from the campaign.

Initial Scheduling Follow-Up Strategy (Days 1-5)

In this real world example, the initial follow-up aims to get interested leads to schedule a free tax consultation. The strategy involves providing multiple touch points across email and SMS. It is important to maintain a friendly yet persistent tone. Additionally, offering clear calls to action is crucial.

Let’s walk through each of those strategies in greater detail:

• Multi-Channel Approach (Email & SMS): By using both email and SMS, the organization increases the likelihood of reaching the prospect. They can use the prospect’s preferred or most accessible communication channel. This hedges against emails going unread or texts being missed.
• Progressive Urgency/Value Reinforcement:
  • Day 1 (Email): The initial email is polite and direct. It reiterates the value of a free consultation. It also offers flexibility for scheduling. The mention of a voicemail reinforces a personal touch. It identifies the sender as part of a group. This group helps individuals, like business owners and real estate investors, save on taxes.
  • Day 2 (SMS): This reminder is quick and concise. It keeps the message brief and to the point. This makes it easy for a busy prospect to digest.
  • Day 3 (Email): The tone shifts slightly, emphasizing the potential for “saving” and subtly introducing the idea of FOMO, e.g., “Every day that goes by is another day you could be saving.” This adds a gentle nudge without being overly aggressive. It also re-emphasizes the previous voicemail, suggesting multiple attempts to connect.
  • Day 4 (SMS): Another brief, friendly check-in, focusing on convenience (e.g., “a time that works for you!”).
  • Day 5 (Email): This email adopts a slightly more direct, “last call” tone (e.g., “Don’t Forget,” “Did We Miss You?”). It acknowledges the prospect’s busyness but re-emphasizes the importance and long-term benefits of scheduling. The phrase “first step toward a better and more profitable tomorrow” subtly elevates the stakes. It positions the organization as a key partner for smart financial strategies.
• Clear Calls to Action (CTAs): Each message consistently provides simple ways to respond: reply to email, call, or text. This reduces friction for the prospect.
• Personalization: Using {[FIRST NAME]} helps create a more personal connection. Including {[First Name of Sales Rep]} enhances this connection, even in an automated sequence. Just make sure these convert to text in testing!
• A/B Subject Line Testing: Offering two subject line options (Subject A and Subject B) provides an opportunity. It allows the sales team to test which headlines perform better. They can measure this in terms of open rates. This process helps optimize their outreach over time. For more on AB testing, see this HubSpot article: “Run A/B test for marketing emails.”

Upsell Follow-Up Strategy (Days 1-5)

Next, we’ll look at a successful upsell strategy example when following up with clients. This sequence targets existing clients who have already purchased a base-level service. It aims to encourage them to upgrade to higher-tier packages. The strategy focuses on highlighting enhanced value and exclusive benefits.

• Acknowledge and Congratulate: The Day 1 email starts by congratulating them on their initial purchase, validating their decision, and building rapport (e.g., “Thanks for taking the time to meet with me earlier!”).
• Benefit-Driven Communication: Instead of just listing features, the messages consistently emphasize the benefits of upgrading. These include “kick your benefits into high gear!”, “unlimited expert email support,” “stop overpaying the IRS and save big,” “more comprehensive services,” “revolutionize your tax strategy.”
• Scarcity/Exclusivity (Implied): The language implies a valuable offer without stating a deadline. Phrases like “special opportunity” and “Now’s your chance” suggest it might be a limited-time offer they shouldn’t miss.
• Gradual Information Reveal:
  • Day 1 (Email): This email introduces the idea of an upgrade and hints at additional services beyond their current plan.
  • Day 2 (SMS): A quick hook asking about “maximizing your benefits.”
  • Day 3 (Email): Builds on the excitement. It promises clients will be “floored by the benefits and services.” It reiterates the core value proposition of continued savings. It positions the upgrades as a natural progression for those seeking advanced tax and financial planning.
  • Day 4 (SMS): A casual nudge to “kick your plan up a notch.”
  • Day 5 (Email): This email ramps up the urgency with subject lines like “You Could Be Missing Out!” and paints a picture of a “better tax strategy” and “getting the best in life” by upgrading. It emphasizes the “entire suite of packages” to convey comprehensive value.
• Reassurance and Support: The sales rep offers to “discuss the details,” “unpack the details,” and “help you.” They position themselves as a helpful resource. The focus is on support rather than just pushing a product.
• Strong Calls to Action: Like the initial sequence, clear instructions are provided for how to connect (call, text, email reply).
• Positive Reinforcement in Closings: Use phrases like “We’ll be in touch.” Say “Talk soon” and “Here’s to you getting the best in life.” These phrases keep the tone positive. They also maintain an encouraging atmosphere.

Overall Strategy – Key Takeaways

• Consistency: Use a consistent sender in all communications. This means using the Sales Rep’s First Name and a generic organizational identifier like “our advisors.” This practice builds familiarity.
• Cadence: For five days, there is a daily touch point. It alternates between email and SMS. This approach is designed to stay top-of-mind without being overly aggressive.
• Psychological Triggers:
  • Reciprocity: “We noticed you were interested…” implies they’re following up on an expressed need.
  • Fear of Missing Out (FOMO): “Every day that goes by is another day you could be saving.” You might be missing out!
  • Desire for Self-Improvement: “Kick your benefits into high gear.” “Aim for a better and more profitable tomorrow.” “Take your tax strategy to the next level.”
• Adaptability: The A/B subject lines gives you actionable intel on how to refine the strategy based on performance data.

This comprehensive approach leverages multiple channels and psychological principles. It gently guides prospects and clients through the sales funnel. This begins with initial interest in tax reduction strategies. It leads to more opportunities for higher-value solutions for comprehensive financial and tax planning.

Need help developing a communication strategy that converts? Just ask us how we can help.

FAQs for This Digital PR Strategy