Why Sales Funnels Suck And What Mediators Should Do Instead

In an average week I get 5 messages from someone offering to set up a sales funnel for me that promises to get me 10x the number of clients.  Do you get these too?  Every time I get one of these messages, I think about those words – sales funnel.  I also think about how the person who sent me their message has no idea what makes our industry tick.   I avoid companies that want to put me into a sales funnel the same way I avoid mimes on the streets of Paris.  I don’t like being manipulated and entering into a company’s sales funnel leaves me feeling manipulated.

Sales funnels are for selling products.  So you if you’re selling a ADR training or books, then by all means, proceed.  But sales funnels are NOT for selling our neutral services.  And here’s why. 

They're impersonal and wrong for building relationships with clients hiring us as mediators and arbitrators.

I think sales funnels fall short when it comes to fostering genuine, meaningful relationships with prospective clients. We know that the primary reason we get hired is because a client trusts us with their case.

So, let’s cover the reasons why sales funnels are impersonal and why they may not be the best approach for building the relationships that lead to more business for you.

Lack of Personalization

Sales funnels are typically designed to be one-size-fits-all, with the same automated messages and content being delivered to every potential client. This lack of personalization can leave your contacts feeling like just another number in a database, rather than individuals with unique needs and preferences. Building relationships requires understanding and addressing each client’s specific pain points and interests, which is something sales funnels struggle to achieve.

Limited Engagement Opportunities

Sales funnels are inherently focused on driving potential clients towards a specific goal, often a purchase. While this is undoubtedly essential for a business's bottom line, it can lead to a narrow focus that neglects other critical aspects of relationship-building. When the primary goal is to close a sale, there is less room for authentic engagement and nurturing long-term relationships.

Impersonal Automation

Automation plays a significant role in sales funnels, but it can lead to a lack of genuine human interaction. Our clients are human.  And most humans appreciate and respond positively to personalized, human touchpoints. Automated email sequences and chatbots can never replace the warmth and empathy that come from real human connections. Relying solely on automation can make people feel like they are dealing with a machine rather than a caring, empathetic, professional neutral.

Short-Term Focus

Sales funnels tend to emphasize short-term results, prioritizing immediate conversions over long-term customer loyalty. While closing sales is undoubtedly crucial, building lasting relationships involves a more extended perspective. We should be willing to invest time and resources in nurturing relationships that may not pay off immediately but could lead to customer loyalty and advocacy in the long run.

Failure to Address Customer Needs

Sales funnels often center on pushing customers through a predefined set of steps, which may not align with their individual needs or preferences. This can lead to frustration and a sense of being pushed into a decision rather than making an informed choice. Building relationships requires actively listening to clients, addressing their concerns, and tailoring solutions to meet their unique requirements.

Risk of Alienation

Over-reliance on sales funnels can risk alienating customers who value a more organic and authentic approach. Some customers may perceive the funnel as manipulative or pushy, which can erode trust and damage the potential for a genuine, long-lasting relationship.

While sales funnels can be effective tools for driving conversions and revenue, they are not well-suited for building authentic, meaningful relationships with customers. The impersonal nature of sales funnels, their lack of personalization, and their short-term focus can hinder the development of trust and loyalty. To truly build lasting connections with customers, businesses should consider incorporating more personalized, human-centric approaches that prioritize understanding, empathy, and genuine engagement. Building relationships is a long-term endeavor, and while sales funnels have their place in marketing, they should not be the sole strategy for nurturing customer relationships.

So if sales funnels are the wrong way to market your practice, what’s the right way? 

Crafting a Trust-Building Marketing Strategy: The Path to Meaningful Relationships

Building trust and meaningful relationships with potential clients is critical. For us, a well-crafted marketing strategy that focuses on nurturing trust can lead to loyal customers who not only make repeat purchases but also become our practice advocates. So instead of a sales funnel, design a marketing strategy that fosters both trust and genuine relationships with your audience.

Understand Your Audience

The foundation of any trust-building marketing strategy is a deep understanding of your target audience. These are your people.  You know who they are.  You can identify their needs, pain points, and desires. What challenges do they face? What solutions are they seeking? By empathizing with your audience, you can tailor your messaging and offerings to resonate with them on a personal level.

Authentic Brand Storytelling

One of the most powerful ways to build trust is through authentic brand storytelling. Share your practice’s journey, values, and mission with transparency. You might consider highlighting your successes and setbacks – your experiences.  When clients can relate to your story, they are more likely to trust your brand. Authenticity in storytelling humanizes your practice, making it easier for potential clients to connect with you and repeat clients coming back time after time.

Consistent and Transparent Communication

Consistency is key to building trust. Ensure that your brand's messaging and tone remain consistent across all touchpoints, including your website, social media, emails, and customer support. Be transparent about your services, pricing, and policies.  

Content Marketing with Value

Provide valuable content that addresses your audience's questions and concerns. Offer informative blog posts, videos, infographics, and guides that demonstrate your expertise. By freely sharing knowledge, you position your brand as a trusted resource. Encourage two-way communication by inviting feedback and comments from your audience.

Personalization and Segmentation

Personalization is a powerful tool for building relationships. If you have more than one target market, segment your audience based on their preferences, behaviors, and demographics. Tailor your marketing communication to address each group’s unique needs and interests. Flipping an old cliché is important here.  It’s not just business – it’s also personal.

Exceptional Customer Service

Exceptional customer service is a cornerstone of trust-building. Respond promptly to inquiries and resolve issues with empathy and professionalism. Go above and beyond to exceed customer expectations. Happy customers are more likely to become loyal advocates and refer others to your brand.  If this isn’t your strong suit, you need to hire a case manager.  I always recommend Case Manager Services. 

Community Engagement

Create a sense of community around your brand. Engage with your audience on social media, forums, and online groups related to your industry. Hosting webinars, Q&A sessions, or live events can further foster a sense of belonging. A strong brand community encourages customer loyalty and word-of-mouth marketing.  Be involved in a real way.  Engagement is key.

Networking

There’s nothing that beats face to face or even online networking.  Networking is the powerhouse of any strategic plan to build your practice.  Meeting your prospective clients and letting them meet you is absolutely necessary.  Show them that you have the right personality for the people in their cases and the subject matter knowledge to participate intelligently in conversation about the merits of their cases.

Having meaningful conversations, and proving through repeated interactions that you are the right person to hear their case – that’s where the goldmine is.

A marketing strategy designed to build trust and professional relationships is an investment that can yield long-term benefits for your practice. By understanding your audience, sharing authentic stories, providing valuable content, and offering exceptional customer experiences, you can create a strong foundation of trust. In an era where customers seek meaningful connections with brands, your commitment to building trust will set you apart and pave the way for enduring relationships that drive business growth.