3 Sales Funnels Every Business Needs

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In the ever-evolving landscape of business, it’s crucial to adapt and embrace the digital age. One of the most effective ways to do this is by implementing sales funnels. Whether you’re just starting out or you’re a seasoned professional, there are three essential sales funnels that can make a significant impact on your business’s success.

1. Lead Funnel: Building Your Foundation

The first and arguably the most crucial sales funnel for any business is the lead funnel. This is where it all begins, especially if you’re new to the online space. You’ve probably heard the advice that you need to build an email list, and that’s precisely what a lead funnel helps you do.

What is a Lead Funnel?

A lead funnel is a systematic approach to capturing potential customers’ information, usually their name and email address. This process starts by offering something of value, known as a lead magnet, in exchange for their contact details. The lead magnet could be an eBook, a webinar, a video series, a challenge, a discount, or any other valuable content relevant to your niche.

Setting Up Your Lead Funnel

Setting up a lead funnel may seem daunting initially, but it’s vital to establishing your online presence. I prefer using Systeme.io which is perfect for new business owners because you can get started for free and it is very user-friendly if tech isn’t your thing. If you find it challenging, don’t hesitate to seek help. I have years of experience in this area and can assist you in creating an effective lead funnel that suits your business. 

2. Nurture Funnel: Building Trust and Engagement

Once you’ve collected leads, the next step is nurturing them. This is where the nurture funnel comes into play. It’s essentially an email sequence designed to keep your leads engaged and build trust over time.

What is a Nurture Funnel?

A nurture funnel consists of a series of emails (usually three to twelve) that are sent to your leads over a specific period. In the beginning, your leads are highly engaged, so it’s essential to provide value and engage with them regularly. After the initial engagement phase, you can taper down to a weekly or bi-weekly schedule.

Content for Your Nurture Funnel

In your nurture emails, you can share your qualifications, journey, and what makes you an expert in your field. You can also incorporate ways to sell within this funnel, such as affiliate links or offers for your products and services.

An example would be if you were an affiliate for Convert KitYou could share how to set up an email campaign using ConvertKit. You’ll share that the first step is to sign up for ConvertKit and then walk them through how to set that up.

Or you can sell them on your service, if you need help setting that up, let me help you. And you can add a link to book a call.

You should have one clear next step planned when you create your lead magnet and nurture sequence. 

There are multiple ways to nurture your audience. Be genuinely helpful in nurturing and letting them get to know your personality because this is two where you know it’s a two-way street you want to nurture people and you want to invite them in and make it welcoming but you also want to show how you talk, how you can work with them, and get to know your quirky personality. Sometimes you may not be that person’s cup of tea which could lead them to unsubscribe. 

Don’t take it personally. And you want that. Not that they don’t like you but sometimes people can tell that they don’t like your personality or that something about you doesn’t jive so they unsubscribe. So bless and release. You want people in your community that want to hear from you.

3. Application Funnel: Getting Personal

The third essential funnel is the application funnel, primarily aimed at service providers or higher-priced programs that require an application process. This funnel provides a direct line for potential clients to reach out to you for further discussion.

What is an Application Funnel?

An application funnel can be as simple as a landing page that explains how you work together and offers a clear call-to-action for potential clients to schedule a call with you. This is crucial for service providers and coaches looking to connect with their audience.

You can use software like Honeybook (sign up for a 7-day free trial) which has lead forms that can gather a bunch of information before your call (aka the application) to see if you are a good fit. Once your call is complete, automations can be set up to follow up with a contract, and invoice, provide a client portal, and schedule the next call with you.

The point of the application funnel is to get on a call or a way to discuss your services, course, or program with the people who are a good fit for you to work with.

Expanding Your Funnel Arsenal

As your business grows, you may consider adding more specialized funnels, such as product funnels or case study funnels. Product funnels are ideal for promoting digital products or courses, while case study funnels showcase your success stories and can help you attract new clients.

I had a Pinterest ads case study funnel years ago. I created slides and you could hear me talking behind it walking through the process of how I worked with this particular client and how she had success running Pinterest ads.

The idea is to invite them in, share how it is to work with you to get similar results, and then book a call. These are funnels that probably won’t happen from day one with a new business if you don’t have results, but you can keep this in mind to add on.


In today’s digital world, implementing sales funnels is not an option; it’s a necessity. The three primary funnels—lead, nurture, and application—lay the foundation for your business’s success. As your business evolves, you can expand your funnel arsenal to meet your specific goals and needs.

So, if you’re new to the world of sales funnels or need assistance setting up and optimizing your funnels, don’t hesitate to reach out. I’m here to help you navigate this essential aspect of your online business strategy.

Frequently Asked Questions (FAQs)

  • Why do I need a lead funnel? A lead funnel helps you build an email list of potential customers, allowing you to establish a direct line of communication and nurture relationships.
  • How often should I send emails in a nurture funnel? Initially, it’s advisable to send emails daily or every other day to keep your leads engaged. Afterward, you can transition to a weekly or bi-weekly schedule.
  • What’s the difference between a nurture funnel and an application funnel? A nurture funnel focuses on building trust and engagement with your leads through email sequences, while an application funnel provides a direct channel for potential clients to reach out to you.
  • When should I consider adding more specialized funnels, like product funnels or case study funnels? You can consider adding specialized funnels as your business matures and your specific needs and goals become clearer.
  • How can I get started with implementing these funnels for my business? Feel free to reach out to me, and I’ll be happy to discuss your business goals and help you get started with the right sales funnels for your needs.

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