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  • Brett Zalaski

Top of the Funnel: A Math Problem


We're told to make a certain amount of phone calls per day. We're also told we need to get leads at games. We're told that we should reach out to businesses. We're told we should do that 'social selling' thing. We're told that we should keep our eyes open for billboards and new businesses and do all other forms of self-prospecting. We also need to make sure that we work our current clients for new leads. We also have to close out as much as we can on our current pipeline. Whether it's premium, groups, seasons, inside sales, or full menu, our responsibilities include some form of the above at virtually every moment.


It's a lot to have to constantly think about. I've watched young reps buckle under the weight of it. Or get incredibly caught up in doing just one of those things. The fact is...we do have to do all those things. That's the bad news.


There is good news...there's only one thing that matters. The top of the funnel. Sales is a math problem. The more sales conversations you get yourself into...the more sales you ultimately make. So, everyday, you need to look at everything in that first paragraph and ask yourself: What do I need to do to put more into the top of my funnel today? The answer to that question can change every day.

  • We have two games this week. I'm going to focus on executing a plan to drive new leads & make sales through those.

  • It's the middle of the season so I'm going to pound the phones on ticket buyers knowing that they've engaged with us this season.

  • It's the middle of the off-season so ticket buyer leads are tough conversations, I'm going to self-prospect businesses who just moved to the area.

  • A big team announcement occurred, I'm going to check online to find fans who are interacting with our brand through social media.

  • I've put a lot of positive conversations into the top of my funnel...I need to spend time ensuring I get their answers.

  • ETC. ETC. ETC.

Your math equation to fill the top of the funnel needs to be WHERE ARE WE IN OUR SEASONAL CYCLE + WHAT IS HAPPENING WITH OUR TEAM + WHERE IS MY CURRENT SALES PIPELINE = WHAT AM I PUTTING INTO THE TOP OF MY FUNNEL. That's it.

Think about everything in that first paragraph as a way to introduce people into the top of your funnel. Then think every day about the equation above, and execute a strategy that takes all the factors in the equation into account...and creates a strategy for how you will do that today. I promise if you introduce 20 new clients into your pipeline today, your manager will understand why you didn't hit 70 calls. It's when the results don't match the output that causes problems. Stretch yourself...create a plan for filling that funnel every day.