Would you funnel your nan?
What about your best friend? Or even that bloke on the street?
Personally, I don’t want to funnel anyone.
But if I’m honest, I’ve banded around the term as much as the next marketing guy.
Pipelines, too. I’ve definitely talked pipelines.
I'm always feel a bit uncomfortable when I use these terms, though.
What about your best friend? Or even that bloke on the street?
Personally, I don’t want to funnel anyone.
But if I’m honest, I’ve banded around the term as much as the next marketing guy.
Pipelines, too. I’ve definitely talked pipelines.
I'm always feel a bit uncomfortable when I use these terms, though.
Language shapes the way we think
A funnel sounds like you’re shaking someone down, a kind of winnowing process.
It assumes we’re here to push people in a certain direction. When our job is really to give someone lots of options and let them decide.
The people who enquire about care aren’t here to serve our ends.
If all someone does is make an enquiry and discover that we’re not the right provider for them (but, hey, you should check out these people!) then that is wonderful. Well done us.
It assumes we’re here to push people in a certain direction. When our job is really to give someone lots of options and let them decide.
The people who enquire about care aren’t here to serve our ends.
If all someone does is make an enquiry and discover that we’re not the right provider for them (but, hey, you should check out these people!) then that is wonderful. Well done us.
So, what's a better word?
Entrepreneur Daniel Priestley uses ‘ascending transaction model’.
This sounds like every crap marketing jargon-y name ever, but I like the idea of something that goes upwards.
It sounds like more of a choice. They’re not just fated to plop downwards, unable to resist our gravitational pull.
Rather, they’re invited to travel with us up a kind of spiral staircase of value, where they enjoy good things that are good for them.
Some people are content eating hors d’oeuvres in the atrium.
Whereas others are hungry for more. They want to head up to the main course, or maybe even get a nice bottle of wine.
I wouldn’t funnel my nan, but I would encourage her to head upstairs if it meant she got raspberry cheesecake – or, you know, exceptional care.
So there you have it. A ‘spiral staircase of value’. I should probably coin that term for a marketing masterclass or something.
This sounds like every crap marketing jargon-y name ever, but I like the idea of something that goes upwards.
It sounds like more of a choice. They’re not just fated to plop downwards, unable to resist our gravitational pull.
Rather, they’re invited to travel with us up a kind of spiral staircase of value, where they enjoy good things that are good for them.
Some people are content eating hors d’oeuvres in the atrium.
Whereas others are hungry for more. They want to head up to the main course, or maybe even get a nice bottle of wine.
I wouldn’t funnel my nan, but I would encourage her to head upstairs if it meant she got raspberry cheesecake – or, you know, exceptional care.
So there you have it. A ‘spiral staircase of value’. I should probably coin that term for a marketing masterclass or something.