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hey it's Kyle from HubSpot Academy let's talk about funnels chances are you think of your business as some kind of a funnel with a fairly large number of people knowing about your company and a smaller number of people engaging with your company and an even smaller number of people actually buying from you visualizing your business as a funnel is easy because anytime you look at a graph representing a conversion process the chart itself is shaped like a funnel but there's one big failing in thinking of your business as a funnel in the physical world when you use a funnel you pour some stuff into the top and wait for it to come out of the bottom and then that's the end all movement stops until you pour more stuff into the top furthermore as you pour things into a funnel the stuff at the bottom doesn't have much of an impact on the stuff at the top as long as the things lower down continue to flow and get out of the way the stuff going into the top of the funnel won't even notice they're there but in the business world the people coming out of the bottom of your company funnel can have a huge impact on the people going into the top of it if your customers love your company and love your product they'll tell their friends to come buy from you as well which means the bottom of the funnel can feed the top of the funnel in the physical world that's impossible it's hard to imagine how that could ever happen but in the business world that's just good business additionally if the people who buy from you have a bad experience if they're unhappy with the way you treated them they'll tell their friends about that too which means that the people coming out of the bottom of the funnel can prevent other people from entering the top of the funnel again thinking of real funnels in the physical world it's hard to imagine a circumstance in which the stuff that's already exited the bottom of the funnel could somehow go back up to the top and prevent other stuff from coming in but this is an important fact about human nature that every business leader needs to understand the attitude of people when they come out of the bottom of your funnel directly impacts the number of people who are willing to enter the top of the funnel with all of that is context it shouldn't be a huge leap to realize that a funnel isn't the best metaphor for your company how much better metaphor is the flywheel a flywheel is a machine that stores rotational energy when you add energy to a flywheel it starts to spin and if you add more energy it spins faster and unlike a funnel we're the only way to maintain a constant speed is to keep adding stuff to it a flywheel will keep spinning unless some other force comes along and slows it down from a business perspective the rotation of the flywheel represents the growth of your business and happy customers provide the energy that fuels that growth either because they buy from you again or because they bring new customers to you by promoting your product to other people in their network but if you produce unhappy customers either by selling to people who are a bad fit for your offering or by over-promising and under-delivering they'll work against your flywheel and slow your company's growth here's Alison Elle worthy VP of customer success at HubSpot talking about what you can do to reduce the impact of unhappy customers on the speed of your flywheel or so not every customer you have is gonna have a fantastic experience it's gonna stick around forever you're always gonna have customers that cancel and turn and leave you but I think that's a great opportunity not just to write that customer off but make sure they have a positive experience on the way out we talked about how Kuster your current customers are a great lever for future acquisition those customers that leave you are also going to either refer a recommend your product to other people in the future so it's really important for even those people who may be dissatisfied with a product or are no longer or plan to cancel leave on good terms you want to break up and remain friends because those customers that do leave you will can probably continue to refer your product and service in the future even when you're working with unhappy customers you need to do all you can to ensure they have as good of an experience as possible everything you do should be done with the goal of creating customers who will add positive energy to the flywheel and accelerate your company's growth here's HubSpot CEO Brian Halligan explaining this concept in more concrete terms when you're a start-up and you don't have any darn customers marketing matters a ton because you can't talk to any other customers if your potential customer there's no word-of-mouth there's no proof whether you're good or bad but as you're growing and you've got a lot of customers in your you're scaling your company up your customers are actually your best channel to market it's not your marketing marketing course very important but if you really want to grow you ought to consider moving some of your money from sales and marketing into customer service into your products your delighting your customers because those delighted customers that your business over the long haul will grow really grow on the backs of your successful customers that's why the inbound methodology is a circle it represents the flywheel that will drive your company's growth by attracting customers who have a problem you can solve by engaging with them on their own terms and by delighting them at every stage of their buyers journey you'll create the momentum that will drive your company's growth this is a huge advantage over the typical funnel viewpoint because it means that you aren't alone in helping your company grow you have all of those faithful customers helping your company grow - and that's a much better way to [Music]