The Hourglass in Marketing and Client Management

The hourglass model in business covers your entire customer journey, from acquisition to retention. Unlike the traditional funnel, which narrows at the point of sale, the hourglass model expands post-purchase, highlighting the importance of the customer experience beyond the transaction.

96% of prospects research companies and products before engaging with a sales representative. Yet only 30% of sales professionals feel that their sales and marketing teams are closely aligned within their organisation.

Furthermore, 68% of companies haven't tried to measure their sales funnel, yet it's critical to regularly measure and track sales funnel metrics to identify opportunities for improvement - top converting companies dedicate at least 5% of their budget to conversion rate optimisation.

In addition, 89% of consumers are more likely to purchase again after a positive customer service experience, while increasing your customer retention rate by just 5% can boost your profits by 25% to 95%.

Have you ever considered how each touchpoint in your customer’s journey could transform a simple transaction into a lifelong relationship? What if your approach to customer experience could turn every satisfied customer into a loyal advocate for your brand?

So, it pays to look at the customer journey holistically, from awareness to sale and from onboarding to post-sale advocacy. Without an effective sales funnel, it is almost impossible to convert leads into sales.

Let's take a closer look at the hourglass model, starting with the top half, where the focus is on marketing and sales:

Awareness

Awareness is about capturing your potential customers' attention. You can achieve this by focusing on strong branding, engaging advertising and targeted content marketing. Your goal is to make your brand recognisable and appealing so that when customers are ready to make a decision, you’re already on their radar. Effective awareness strategies set the foundation for moving prospects through the next stages of their buying journey.

Consideration

Consideration is about keeping your prospects engaged by providing detailed information, case studies and comparisons. You want to help them see how your product or service stands out and meets their needs. Providing valuable insights and addressing their specific concerns will keep them interested and move them closer to a decision. Your goal is to position yourself as the best choice at this critical stage.

Evaluation

Evaluation is your chance to prove the value of your offering. You can do this by providing resources such as demos, trials and consultations that allow prospects to experience your product or service first-hand. When you give them the tools to evaluate how well you meet their needs, you build trust and move them closer to a decision. Your goal is to demonstrate that you're the best fit for their needs.

Decision

Decision is where you make it easy for prospects to buy from you. Make sure you have clear calls to action, competitive pricing and straightforward checkout options. Simplifying the buying process removes any barriers that might hinder their decision. Your goal is to create a seamless experience that encourages prospects to complete their purchase and choose your offer without hesitation.

Sale

The sale phase is all about closing the deal and making the transaction as smooth as possible for you. Ensure that the purchasing process is straightforward, with clear instructions and support. Address any final questions or concerns promptly to provide confidence and satisfaction. Your goal is to make the buying experience seamless, so you can finalise the sale and leave a positive impression that encourages future engagement.

"Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal." - Jill Konrath

The lower half of the hourglass, often neglected in traditional models, is crucial for long-term business success. This includes:

Onboarding

Onboarding is about helping your customer understand how to use the product or service effectively. It's vital to provide clear instructions, tutorials and support to help them get the most out of their purchase. Make sure they feel confident and comfortable from the start and you set the stage for satisfaction and long-term success. Your goal is to make the transition smooth and to help you achieve your desired results.

Support

Support means providing ongoing assistance to resolve any issues and ensure customer satisfaction. You should be ready to help with any questions or problems that arise after the purchase. Ensure that your customers' needs are met and that they remain satisfied with their decision by providing timely and effective solutions. Your goal is to maintain a positive relationship and support them throughout their experience with the product or service.

Retention

Retention is about keeping your customers engaged and reducing churn through strategies such as loyalty programmes, regular updates and personalised offers. You should focus on creating ongoing value and strengthening your relationship with them. Through consistent engagement and recognition of their needs, you can ensure their continued satisfaction and loyalty. Your goal is to keep them interested and engaged, turning one-time buyers into long-term customers.

Advocacy

Advocacy involves turning your satisfied customers into brand advocates. You can achieve this by encouraging them to share their positive experiences and refer new customers to you. Create opportunities for them to leave reviews, participate in referral programs, or spread the word about your product or service. Your aim is to harness their enthusiasm to build credibility and attract more customers through genuine, positive recommendations.

"Do what you do so well that they will want to see it again and bring their friends." - Walt Disney

The hourglass in marketing and client management shows that your work doesn't end with the sale - it's just the beginning. This approach recognises that the customer journey continues beyond the purchase and evolves into a cycle of ongoing engagement. If you nurture relationships at every stage - from awareness to advocacy - you build a customer base that not only stays loyal, but becomes a powerful advocate for your brand.

How will you redefine your customer journey today? Are you ready to turn your customers into passionate advocates who champion your brand at every opportunity?

Regularly review each phase of your hourglass model. Stay adaptable, listen to your customers and continually refine your approach to ensure lasting success in a competitive market.