BRX Pro Tip: Flywheel or Funnel
Stone Payton: And we’re back with Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, for years, as long back as I can remember in a sales career, the mental image for moving a prospective client all the way through to someone who does decide to team up with you has been a funnel. And then I envisioned it for quite so many years as more of an incubator. But you’ve got a new take on this, the flywheel. Talk about that a little bit.
Lee Kantor: Yeah, I think a flywheel is better suited for today’s world. And people are just the funnels of the past, I don’t think are as relevant as what a flywheel could be. And just kind of basic terms, as a funnel is, some people start at the top and they kind of work their way down to the bottom like a pachinko machine, where the ball just kind of goes down into one of the slots at the very bottom.
Lee Kantor: A flywheel is something that the more you put into it, the more it spins, the more it creates its own kind of momentum, and it builds upon itself. And if you do a flywheel right, you fill it up and it can be kind of almost a perpetual pipeline. And that’s what we’re shooting for at Business RadioX.
Lee Kantor: So the old school funnel is all about driving prospects down, squeezing out conversions, and then starting all over again with a new prospect. With a flywheel, every interaction in our case, guess features, follow-ups, shout-outs, everything is momentum – keeping the momentum spinning. You don’t lose kind of energy at the bottom. You don’t have to kind of start again fresh at the top. The energy you have at the bottom should multiply if you’re doing this right, and that’s the way it works in our business.
Lee Kantor: So with us, every happy guest or even listener can push our business back up the hill by recommending another guest or listener. So everything kind of builds upon itself. Every guest can refer another guest, and those guests can refer other guests. So it does create a true flywheel. So that kind of repeat business and referrals just happen kind of on autopilot once you get a certain level of momentum.
Lee Kantor: The problem with funnels, funnels tend to treat people more transactionally. Like I got to walk you through this, and once you don’t buy, then you kind of exit the funnel, where flywheels turn every relationship, every guest, every customer, every supporter, every listener into a repeat and opportunity kind of to do this again. So when a guest shares their episode or talks us up or sends a warm intro, they’re cranking the flywheel for us. It doesn’t require a cold restart again from scratch.
Lee Kantor: So if you want to change – if you want to choose momentum over burnout, start thinking like a flywheel instead of a funnel. Consider partnering with Business RadioX, where every guest, every episode, and every follow-up isn’t just a step in a funnel. It’s a push to keep the business flywheel spinning stronger and stronger.
