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Marketing Mistake #6 - Having No Sales Pipeline Outlined

Toby Evans

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Even with all of these offers lined up, if you don't have a plan for what to present first, it can get rather confusing, for both you and for the prospective customer. Online, you need to plan out a sales pipeline and always keep some offer in front of your prospective client. You should know what they've seen before and what they're going to see next. You should plan out and understand how demographics will affect your pipeline too.

Once you have an email list with people's names on it who have agreed to be marketed to, it's up to you to make sure that they hear about you and your business on a regular basis. It's not like a regular retail store where they might take the chance to go to your site to buy some particular item. Instead, they will be hopping all over the Web, and unless you repeatedly pull them back to your site, they will soon forget all about you. The sales pipeline thus serves two purposes: it's informational and it's for sales.


For all of your sites, you might have one master contact list that sends out information emails about where you are and where your business is headed. It can discuss business interruptions and other procedural things that have nothing to do with sales. They can be entertaining, but are generally used for the purpose of relaying vital information that everyone on all of your lists needs to know.

After that, each site should have its own contact lists, and they should be categorized based on demographics. If you have a three-tiered group of products and services, low-income, middle-income, and high-income brackets, then you should separate people's email addresses based on that information and market different products from those categories to the right group.

If you don't know what demographic they belong to, just stick them in the low-income bracket until they actually buy a product and give you a better idea. Every now and then, offer them a product from the next grouping to see if they bite. Then, if they do bite, move them to the new list and market those products to them regularly.


You should now have a good idea of when you are sending out emails, to whom you are sending out emails, and what products and services are being offered in your email campaigns and online. You should know when a holiday promotion is in order and what you plan to do about that to generate income. It seems like a lot of work, but it will make the operation of your website smoother and more profitable in the end.

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