Click-Marketing-Sales Funnels Aren't the Key. Perpetual Motion Machines Are

byJustAPerson

264 followers

6 years ago

Sales Funnels have been around for a long time and have become a big thing in recent years most likely due to ClickFunnels bringing them more into the general public awareness.

At its core a funnel is simple... it is a process that takes browsers into buyers. I am sure you have seen images and videos on it by now.

Don't mind my quick sketch...

I am not knocking the use of funnels. Setting up a good funnel is very important.

However, a funnel is only one piece and is not the most important thing. Sure a funnel can increase conversions significantly.

So... What is Wrong With That?

Nothing is wrong with using a funnel. You should use a funnel!

But a funnel in itself is not the end-all be-all magical solution they are made out to be.

There is another very important part of the process that few people ever talk about. I am guessing because they are not aware of this next crtical step.

The Problem With Funnels

They rely on your effort. Your energy. You must feed the funnel.

In other words... the only way to get something out of the bottom is for you to put something in the top.

Meaning you need to get people to enter the top of the funnel. If traffic stops the sales funnel produces no result.

Perpetual Motion Machine aka The Flywheel

What is most important is what comes AFTER a prospect has been converted into a customer.

It is what happens at that stage that will make or break your online business. Not what happens before or during the sales funnel.

In fact... what happens after they become a customer can actually reduce the number of new people entering the funnel OR it can increase the number of new people entering the funnel... without you changing anything in your traffic generation strategies.

And here is another quick terrible sketch to illustrate this...

I Suggest You Build Perpetual Motion Machines by Focusing on Customer Aftercare

You should strive to build a perpetual motion business.

Meaning one that even if you get no traffic from anything else... your existing and past customers are sending people your way.

This is known as The Flywheel. Because you make some effort/money (energy) to get things started. Some people enter the funnel. Some customers come out of that.

If your customers have a great experience some will recommend you & your stuff to other people. And this can grow and grow over time.

BUT... the key is what happens AFTER people become customers. The experience they have with you.

Because it is that point that ultimately will make or break your business and perhaps even your entire online reputation.

I am sure you have heard of countless stories of this. If people buy something, subscribe to a membership, etc and they are truly happier AFTER they do that... they will happily even excitedly tell other people about how awesome it is. And more importantly (for your brand and online reputation)... how awesome YOU are.

On the other hand I am sure you have heard of people having a very poor experience AFTER they spent their money... and they tell anyone and everyone they can to STAY AWAY.

AND more people will do the latter than the former. Maybe 5 times as many unhappy customers will share their experience and views than the number of happy customers who share their experience and views.

I don't know the exact ratio but from what I have seen in my life more people are quick to complain and warn than they are to compliment and recommend.

Again... this is NOT against using Funnels at all.

I just notice so many people around the web are focusing ONLY on the funnel. And they are missing (and everyone they are sharing funnels with are missing) the really important stuff.

What matters most is the experience people have AFTER they commit and spend their money.

I Think I Need a Little Break

Seems like I have spent too much time here in the past week or so. So I will try to be less active here for a while so I can get some things done.

I do hope some of you enjoy my blogs and get something useful to help you if even in a tiny way.