How Authenticity Builds Funnels
Earlier today I did an experiment. You can try it to if you like 😉
Google "best funnel builder".
3,990,000 results.
Every result on page 1? Funnel automation software.
Related search recommendations?
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all-in-one funnel builder
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But can you find anything about HOW to use a funnel? Or the role a HUMAN plays in nurturing a funnel.
Nope. Nada. Zip. Zilch.
So we forget about that part and just focus on the technology. To our own detriment.
Because focusing on JUST the technology is like hoping your Mexican Fiesta themed party comes to life in a plain white room.
It doesn't give you what you want.
An authentic brand experience is the thing that gives you what you want. And it has to be CREATED by YOU.
It's not created by the software you choose. It's created by PEOPLE.
Which is why so many businesses that only focus on automation technology fail at their intended digital transformation. Because it's NOT about the technology.
It never was.
It's about the PEOPLE using the technology. In a way that shows other people what your business is all about.
So, with this in mind...shall we add a little authenticity into the equation?
I love a good step-by-step process, so let's look at how we might bring more authenticity to the table in a common sales funnel (compliments of Salesforce).
Authenticity = Aligned Awareness
The awareness stage is all about people knowing you exist. Often, we focus on getting in front of as many eyes as possible, and TELLING people things in this stage.
But there's no authenticity in that.
Let's imagine you were going out looking for friends instead of clients.
Where would you go?
Probably somewhere you're comfortable. I would go to a local coffee shop or a bookstore. I definitely wouldn't go to the closest Fairmont Hotel or to the trendiest new bar (not that those places are BAD, I just wouldn't find MY Peeps there).
THAT'S authentic.
I go where I WANT to be. Because other people who want to be in those places will be there. And we'll have something in common.
Authenticity Drives Trust...which drives Interest
In my experience, when people are trying to solve a problem, they go out and try to find people to listen to that are talking about that problem. Ideally, we're looking for people who have created some level of legitimacy in their field.
You know...the experts.
So, we start listening. But what is it that you like to hear?
Things that, at least to some degree, you already BELIEVE.
If someone came up to me and wanted to prove to me that the Earth is flat, it wouldn't matter to me how much data they have because I don't BELIEVE it. You can use "convincing" and "persuasion" tactics all you like, but I'm not buying.
Clients operate the same way.
They listen to people they believe.
So, let me ask you this...what do YOU believe?
Now, what if you shared that with people in a business sense?
Will some people dislike it? Absolutely. But some people will realize they aren't alone in what they're thinking, and the path to trust (as long as you nurture it) is much shorter.
Example: I believe that most marketing budgets are thrown down the drain. That we spend money and it doesn't pay out, but we don't care as long as we're using "tactics that work". But just because something worked for another company, doesn't mean it will work for you, and a better way to spend your money is by investigating what WILL work for you.
Some people WON'T believe that. And that's fine. You do you.
But I DO believe that. And if I pretend I don't JUST to make a sale, that mask is going to break at some point. Because people can FEEL inauthenticity a mile away.
Authentic Relationships create front-runners in Evaluations
Ok, so now let's imagine you're made it all the way to the evaluation stage. Have you ever been the buyer in that scenario?
Who are you more likely to choose?
A company who has proven to you they know what they're talking about, and that you have fun hanging out with? Or that random company you chose JUST so you could follow the business process of comparing 3 options?
We all know the answer, because we've all done it.
We've all paid more money for a thing because there was an additional level of value being provided.
OR, we've gone with the cheapest thing.
Authenticity throughout the relationship building process allows you to be selected based on the former. And without it, your left to compete solely on the latter.
Authenticity in Negotiations
For a long time I thought I was terrible at negotiations. My boss would always tell me I should have gotten "it" for less. Could I have gotten services for less. Maybe. But for me, at the end of the day, I believe in FAIR negotiations.
Which to me means that everyone feels like the negotiation is fair.
When you know what you want, why you want it, and how your negotiation partner feels as well, it's possible to come to an agreement that everyone is happy with.
And one that, more importantly, retains the relationship.
Because if you DON'T care about that, why would your negotiation partner care?
What happens when you need to ask for extended payment terms because one of your biggest clients didn't pay their last invoice? Will they want to help you? Or did you show them in the negotiation process that you don't care about helping them?
Authenticity Leads to a Faster Close
When people have TRUST in you and your company, there's less potential buyers remorse. And let's be honest, we've all had that as well.
But why? Why do we regret buying some things and celebrate buying other things?
The simple answer? It's personal.
You feel good about a purchase because it aligns with who you are as a person. And generally, the times we feel bad about a purchase is because we start to feel duped.
The fastest way to getting duped? Inauthenticity. From both parties.
So, can we just not?
Authenticity = Enthusiastic Renewals
Last, but certainly not least, let's talk about renewals. Because if your company is going to grow, renewal (and recommendations) are key.
When we don't being authenticity to the sales process, we haven't built a foundation of trust for us to stand on. And sometimes things go wrong.
Sometimes your flight gets delayed due to a medical emergency and you end up sitting on the tarmac for 3 extra hours.
Sometimes your winter tires get lost in the storage facility for 2 weeks and you don't have access to your car.
Both of these scenarios have happened to me. In both cases, I was "stuck" per se. But there was one HUGE difference in the outcomes.
In scenario 1, the team did everything in their power, including breaking some safety rules, to make the passengers more comfortable. They constantly gave us updates to our status. They turned on the entertainment system. They gave everyone free food. They let people get up to go to the restroom. And sure, we ended up getting home 4 hours later than planned, but the HUMANS did their best to take care of the HUMANS.
In scenario 2, the team didn't communicate any status update the entire first week (I had to call them). They only sent me a loaner car after I demanded they do something about the inconvenience they caused me. After another week, it finally got escalated to the Customer Service Manager, who proceeded to tell me that I didn't understand all they had done for me.
Let's just say, WestJet earned my undying loyalty, and Mercedes Country Hills lost all future business.
Renewals aren't a given. They are based on how the HUMANS help the HUMANS, and the resulting FEELINGS that are generated for the brand. If you don't put in the work, why would you get the reward?
Authenticity Builds Funnels...not software
I'm not saying you can't use software to SUPPORT your authentic interactions. But if you ignore the intention of being authentic and just focus on the automation, the people can feel it. And it breaks your funnel.
If you're interesting in learning how to incorporate more authenticity in your funnel to fill it with leads that LOVE you, let's chat.
