Sales Funnel Stage 2: Consideration – How to Keep Leads Engaged (And Turn Interest into Revenue)
Why Consideration Is Where Sales Are Won or Lost
Most businesses focus on getting leads (Awareness Stage) or closing sales (Decision Stage), but the biggest revenue leaks happen in the Consideration Stage and the Retention Stage.
🚨 Why?
Poor follow-up = Leads forget about you.
Weak messaging = They don’t see why your offer is the best.
No AOV strategy = You leave money on the table.
At this stage, people know you exist but haven’t decided yet. Maybe they’re comparing options, looking for reassurance, or just need a nudge. This is where strategic follow-up, strong positioning, and maximizing order value come in.
This is also where my growth consulting services help most—helping businesses refine their follow-up strategies, optimize messaging, and increase AOV.
Let’s break it down.
1. Follow-Up: Staying Top-of-Mind Without Feeling Pushy
Most businesses stop after one email or DM—but the truth is, leads need multiple touchpoints before they buy. According to recent research, the number of touchpoints required for a B2C customer to convert has increased significantly. In 2025, the average consumer needs six touchpoints before making a purchase decision. The key is strategic, non-intrusive follow-up that keeps your brand relevant.
Follow-Up Best Practices:
✅ Multi-Touch Approach – Use email, social media, and even SMS (depending on your business).
✅ Value-First Follow-Ups – Don’t just ask for the sale; send insights, case studies, or FAQs.
✅ Automate + Personalize – Have an automated sequence but personalize where possible.
Example: A fitness coach who followed up with past inquiries using a simple 9-word “Checking in – still interested?” email saw a 20% response rate and 5 new clients in one week.
Want to build a follow-up system that keeps leads engaged? Let’s talk.
2. Messaging & Positioning: Make Buying a No-Brainer
Leads don’t buy for two reasons:
❌ They don’t fully understand your offer.
❌ They don’t see why it’s different from competitors.
Clear messaging removes friction and makes the decision easy.
Messaging & Positioning Best Practices:
✅ Focus on Outcomes, Not Just Features – What transformation will they experience?
✅ Address Objections Before They Come Up – Answer common concerns upfront.
✅ Use Social Proof to Reinforce Value – “People like me have gotten results.”
Example: A business that reworded their website from “We offer premium coaching” to “Double your revenue in 6 months (or we work for free)” saw a 35% increase in conversions.
Struggling with messaging? Let’s refine it.
3. Increasing AOV: Setting the Stage for Bigger Sales
Most businesses focus only on closing the sale—but they ignore revenue boosters like upsells and cross-sells at this stage. Upselling and cross-selling can increase average order value by 10-30%, with minimal effort, according to Forrester Research.
Ways to Increase AOV in Consideration Stage:
✅ Introduce Bundles & Packages – Combine products/services for a higher-value offer.
✅ Pre-Sale Upsells – Before checkout, offer a small add-on.
✅ Order Bumps – A simple “Want to add X for just $10?” at checkout can boost revenue.
Example: A skincare brand added a “Get the matching moisturizer for $8” pop-up at checkout and saw a 25% increase in revenue without more traffic.
Want to maximize revenue from every sale? Let’s strategize.
4. The Power of Social Proof & Risk Reversal
Even when people love your offer, fear of making the wrong decision holds them back. Eliminate doubts with trust signals.
How to Use Social Proof & Risk Reversal:
✅ Client Testimonials – Showcase real success stories (video testimonials work best).
✅ Case Studies – Show detailed “Before & After” transformations.
✅ Money-Back Guarantee or Free Trial – Remove risk and make buying feel safer.
💡 Example: A B2B SaaS company that added a “Try it free for 14 days – no credit card required” saw a 40% increase in sign-ups.
Want to build stronger trust with your audience? Let’s optimize your positioning.
Consideration Stage = Your Competitive Edge
Most businesses focus only on getting leads or closing sales—but the businesses that dominate their industry know that strategic follow-up, messaging, and AOV optimization turn leads into loyal customers.
Next in this series: We’ll cover Stage 3: Decision—How to Convert Leads into Customers.
