Replacing the Sales Funnel with the Sales Flywheel

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Replacing the Sales Funnel with the Sales Flywheel
The Flywheel
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Friction

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The traditional metaphor for sales is the “funnel.” But today, a better metaphor is the “flywheel.” The actual flywheel was used by James Watt over 200 years ago in his steam engine, the invention that powered the Industrial Revolution.
Using a flywheel to describe sales allows leaders to focus on how we capture, store, and release energy, as measured in traffic and leads, freemium sign-ups, new customers, and the enthusiasm of existing customers.
For many of us, our marketing departments could take a vacation for a month, and new visitors and leads would continue to come in, and existing customers would continue to refer new business.
Using a flywheel to describe our business allows me to focus on how we capture, store and release our own energy, as measured in traffic and leads, free sign-ups, new customers, and the enthusiasm of existing customers.
Back in the 1990s, sales reps had a lot of information, while customers had relatively little.
In many industries, the sales rep and the customer now had more or less the same information at the same time.
I’m a sales and marketing guy, so it makes sense that HubSpot’s early priorities reflected my instincts, with all our energy and force applied to sales and marketing, trying to close as many customers as possible.
These days, we’ve shifted our center of gravity away from that and applied more force towards delighting our existing customers, knowing that’s the best way to find new customers.
I said, ‘you’ve to fix this problem, we’ve got to delight our customers.” Neither of those things worked.
The sales reps who do the best job at setting expectations, who have high retention rates and the happiest customers, receive a kicker, they got paid at a higher rate.
Our sales reps are focused not only on closing customers, but on delighting customers.
In a “better product” market, 80% of the touches with your customers are handled by humans, your employees

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