The Sales Funnel is Being Replaced
A Better Way to Attract and Retain Customers
For years, the sales funnel has been the standard model for generating leads, engaging prospects, and converting them into paying customers. However, this approach has a major flaw: it creates increasing friction as prospects move through the funnel.
Another key issue is that in today’s marketplace, word-of-mouth has become one of the most powerful influences in the sales process. Yet, the traditional funnel treats the customer as an afterthought. In reality, engaged and satisfied customers drive a significant share of sales growth.
A More Effective Approach: The Flywheel Method
The Flywheel Method, popularized by HubSpot, offers a better alternative. Instead of generating friction, the flywheel builds momentum. Rather than treating customers as the end result, it recognizes that a satisfied (even delighted) customer becomes a powerful force for growth through referrals and repeat business.
The Flywheel Method, popularized by HubSpot, offers a better alternative. Instead of generating friction, the flywheel builds momentum. Rather than treating customers as the end result, it recognizes that a satisfied (even delighted) customer becomes a powerful force for growth through referrals and repeat business.
The Flywheel consists of three core components:
- Attraction: Earn people’s attention by creating and sharing valuable content tailored to your target audience. This includes blogs, social media, and targeted emails that inform rather than sell.
- Engagement: Build relationships through social media interactions, live chat, and inviting prospects to sign up for a continuous stream of helpful content.
- Delight: Provide exceptional customer service and empower your customers. This is where many businesses fall short. Studies show that up to 91% of customers leave without giving a reason. Keeping customers happy is not just good practice—it’s smart business. Acquiring a new customer can cost 5 to 25 times more than retaining an existing one.
Reducing Friction in the Flywheel
To ensure the flywheel runs smoothly, every department must contribute to attracting, engaging, and delighting customers. It’s also crucial to eliminate points of friction that can slow progress, such as:
- Lack of product or service knowledge → Invest in training.
- Complicated onboarding processes → Simplify and streamline.
- Slow or unclear communication → Improve internal communication or designate a single point of contact for customers.
Identifying and addressing friction points makes it easier for customers to connect with your company and enjoy a seamless experience.
The Power of Momentum
Once your flywheel gains momentum, your growing reputation will continue to drive sustainable, long-term growth. By focusing on customer satisfaction and reducing friction, you can create a self-sustaining cycle of success.
Want to get new blog posts in your inbox? Subscribe here
