What is BOFU?
Bottom of funnel (BOFU) refers to the final stage of a customer’s journey. Qualified prospects who have made their way to the end of the sales cycle are interested in your product, and seriously considering a purchase. This is why the BOFU stage is key: it’s when sales reps make their final move to close out a sale and sign on a new account.
Why is BOFU Important?
The BOFU stage is important because it’s when qualified prospects decide whether to purchase your product. They’ve been enticed by your demand generation efforts, reviewed various promotional materials, and have spoken to sales reps. Now, they need to be convinced that you offer the best solution and that your product will outperform any competition.
At this stage, sales reps need to keep prospects engaged and answer all their questions regarding product benefits, unique features, and pricing. Be prepared to deal with sales objections, and ensure you speak to the decision maker on your prospect’s end. Conversations should be specific, straight to the point, and hone in on your prospect’s needs and pain points, and how exactly your product will act as a solution.
Only a limited number of qualified prospects make it to the BOFU stage so it’s essential to convert as many customers as possible.
Types of BoFU Content
While TOFU content aims to entice prospects and get them interested in your products, BOFU content focuses specifically on getting conversations. The information sales reps present in this final stage need to be catered specifically to each qualified prospect. Broad overviews and general information will be wasted here; you need to be strategic and use targeted information and details to close out sales.
Let’s look at how you build trust while emphasizing the benefits of your product.
The easiest way to show off your product is with a demo video. You can either record yourself using the product and highlighting special features, or jump on a call with your prospects and share your screen to walk them through everything. Before conducting a demo video, find out exactly what your prospect is interested in so you can highlight those details. Again, cater information to their specific needs so you can sell them on solutions.
Some prospects want data to support their purchasing decisions. Every sales team should have case studies ready to distribute that highlight the measurable impact their product has had on other customers. Ensure case studies are accessible and easy to understand.
If a prospect is on the fence about your product, offer them a free trial. This will allow them to test your product for a limited time and gauge whether it’s the right fit for them.
Reviews and Recommendations
Positive reviews and recommendations can also be shown as BOFU content to prove that other customers are happy with your product. These can be combined with case study data (in the way of testimonials) or displayed on your company’s website. Try to ensure reviews include specific data or examples of your product’s success.