The Modern Flywheel to Fuel Your Funnel

Let's face it, the funnel is severely challenged.

As I speak with CEO's, CRO's and sales leaders in technology, consulting, manufacturing and distribution, I keep hearing the same thing, pipelines are weak, confidence is low and frustrations are high.

Seasoned, experienced sales leaders have shared they have tried everything they had in their arsenal from a 25+ year career, and nothing seems to be working.

That is frustrating.

This blueprint is proven to unstick the clogged funnel. But, it requires leaders to have a willingness to look at outreach differently. It is about creating demand and not capturing demand. But, it is a necessary shift because it aligns with buyer behavior.

First, instead of a linear funnel, we look at the buyer journey as a matrix with an X and Y axis. The X axis is the familiar Know, Like and Trust. The Y axis adds depth to the process that is absolutely necessary to help lead buyers into a willingness to meet and considering making a purchase.

You'll notice the process is different than a funnel. We are no longer able to move customers along a linear path. The best we can do is align our content activities like podcasts, live shows, social content and commenting engagement that helps them lead themselves into the top right corner.

The strategy is easy but not simple.

We use actions we can control with content creation and sharing to lead buyers to become aware of us and our company, gain trust to social engagement and content sharing and ultimately use content and comment engagements to create more trust and more awareness of our offerings.

The goal is through non-intrusive, cold outreach actions to create high trust and high demand for our services through strategic, consistent digital content sharing and relationship building. This means we share content, we host webinars and podcasts, we comment on other peoples posts with the goal of creating a reputation as someone worth following, learning from and ultimately someone trusted and whom buyers are willing to purchase from.

This framework is the modern flywheel to unstick your funnel.

At its core, sellers are using strategic content and engagement activities to CREATE demand so customers WANT to speak with them versus want to AVOID them.

For teams, the flywheel includes 4 strategic and necessary implementations. This four, when working together, creating a flywheel that builds pipeline and provides forecast models that can give any c-suite and sales leader much needed confidence in revenue projections.

The 4 key components of the flywheel are:

The LinkedIn Leader. Just like we want our c-suite to join us with key meetings at conferences and trade shows to demonstrate credibility, companies need their c-suite leader(s) to have a strong reputation in their industry. This means, they need a strategic and consistent personal presence on LinkedIn.

Evangelists. Key stakeholders who also leverage their personal brands for brand amplification. This means team members who are consistently and strategically creating content, commenting on industry posts and using LinkedIn for networking purposes.

Live Show & Podcast. Much like leading a keynote or paying sponsorships to have a breakout session at a conference, a LinkedIn Live and podcast, establish a brand and key leaders who host the show, as known voices and trusted advisors in your industry.

Booth Magnet. Trade show and conferences are still great opportunities for meeting customers and building pipeline. However, they are expensive and time consuming. Companies can not risk a bad show and weak ROI.

Leveraging the flywheel with a targeted attendee audience is your answer. This creates buyers walking into your booth wanting to meet with you instead of awkwardly waking past your booth desperately trying not to make eye contact with you.

This is a proven flywheel.

Want to learn more? I'd love to share data and case studies and see if the modern flywheel can unstick your challenged funnel.

This Week on Mastering Modern Selling

How to Get Attention in an Attention-Deficit World

Another thought-provoking episode of Mastering Modern Selling , we are thrilled to have Erik Huberman , the founder and CEO of Hawke Media , as our special guest.

Hawke Media is one of the fastest-growing marketing consultancies in the US, and Erik's insights into the marketing world are second to none.

We will explore how to attract and retain the attention of your prospects and customers while at the same time building trust and creating demand for your products and services.

Erik will share his expert strategies for navigating the crowded and often noisy digital marketplace.

Whether you're a sales leader, a marketing enthusiast, or a business owner striving to make a mark, this episode will equip you with the knowledge and tools you need to stand out and succeed.

Join the Live Show - March 13 at 3:30 PM EST/12:30 PM PST Or watch the replay on the same link.

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