Sales funnels. They’re everywhere—talked about like some kind of marketing magic trick. But here’s the truth: they’re massively overrated.

Sure, funnels work to an extent. But if you think they’re the only thing that drives conversions, you’re in for a wake-up call. The reality is that traditional sales funnels are outdated, and there’s a much better way to think about your customer journey.

Let’s break it down.

1. The Traditional Sales Funnel is Outdated

The classic funnel model: It’s simple—at the top, you have awareness, then interest, decision, and finally, a purchase at the bottom. Straightforward, right?>

The problem? This doesn’t reflect how people actually buy today. Buyers hop in and out of this process, revisit stages, abandon purchases, and come back later. The sales funnel simply doesn’t account for this non-linear behavior.

Customer journeys today are messy. They involve research, comparisons, reviews, social proof, and a ton of second-guessing. The funnel is too rigid to handle this complexity.

The flywheel model: Unlike a funnel, which ends at the sale, the flywheel is circular, emphasizing continuous customer engagement. It doesn’t just focus on converting leads; it prioritizes retention, loyalty, and advocacy. Instead of “pushing” people down a path, you create momentum, continuously spinning the wheel by engaging your customers at every stage.

2. Funnels Over-Promise and Under-Deliver

The promise of sales funnels: They’re supposed to simplify the path from prospect to customer.

The reality: They treat every lead the same and assume that everyone follows a linear path to purchase. In fact, a standard funnel (lead magnet > email sequence > sales page > conversion) works mostly for smaller, low-ticket items. For more complex, high-value products, prospects need more than just automated emails to feel confident in their purchase.

Where funnels fail: Funnels push everyone through the same process, but buyers today need personalized experiences. The lack of adaptability is what often causes prospects to lose interest or drop out of the funnel altogether.

Key takeaway: Funnels lack the human touch that today’s consumers crave. Automation can’t replace authentic, personalized interactions.

3. Why the Flywheel is a Better Approach

Why flywheels work: Instead of trying to move customers through a linear process, the flywheel model focuses on ongoing engagement. Your existing customers don’t just drop out of your process after they buy—they help keep the momentum going by becoming repeat buyers and advocates for your brand.

Continuous engagement: The flywheel allows you to build momentum through customer satisfaction. When customers have great experiences, they return, refer others, and stay loyal to your brand.

Why it’s better: It doesn’t stop at the sale. Funnels treat conversions as the end goal, while a flywheel treats every stage—before and after the sale—as important. Happy customers feed back into your system, driving more leads, better customer relationships, and ultimately, more sales.

4. The Real Conversion Driver: Authentic Relationships

What actually drives conversions? Building trust and relationships, not just pushing leads through a rigid process.

Look at the brands you trust: Chances are, they didn’t win you over with a funnel. They built trust over time through genuine interactions, valuable content, and personalized experiences.

Funnels vs. Flywheel: Funnels focus too much on the “sale.” The flywheel, however, focuses on long-term relationships, understanding that satisfied customers are the ones who will drive future sales, referrals, and loyalty.

Key point: Connection beats automation. People buy from those they trust, not from a cold, automated system.

5. Why Most Funnels Fail: Lack of Flexibility

Why do most funnels flop? They assume all leads are the same, with the same buying journey and timeline. This couldn’t be further from the truth.

Example: A lead might download your eBook today but not be ready to buy for another six months. Yet, a typical funnel will treat them as if they’re ready to convert next week. That’s a recipe for lost leads.

Rigid structure: Funnels follow a strict, linear process, without considering that customers have different needs and decision-making timelines. This lack of flexibility causes people to drop out long before they convert.

Flywheels offer more flexibility: With a flywheel, you’re constantly engaging with your audience at various stages, allowing for ongoing touchpoints that are customized to where they are in their journey. You’re not forcing them down a narrow path.

6. Experience-Driven Engagement is the Real Key

What works today: Creating great experiences that keep customers coming back. Don’t just focus on getting people to the “end” of a funnel. Focus on creating value, trust, and engagement at every stage.

Example: Instead of pushing leads toward a sale after a download, why not invite them to a personalized consultation or offer access to a community? Engage them beyond the automated emails—listen to what they need.

Key takeaway: Companies winning today are those focused on experience-driven engagement. These brands personalize their interactions and continuously engage with customers, creating a cycle of trust and satisfaction.

7. The Truth: Funnels Aren’t Enough for Modern Buyers

The myth: Funnels are the magic formula for conversions.

The reality: Funnels have their place, but they’re not the be-all and end-all. Today’s customers demand more—personalization, trust, flexibility, and ongoing engagement.

The better approach: A flywheel doesn’t treat conversion as the finish line. It ensures every customer touchpoint, from awareness to post-purchase, is valuable. This is what builds sustainable growth—happy customers who stay engaged with your brand.

It’s Time to Ditch the Funnel Mentality

If you’re still relying solely on a sales funnel to drive conversions, you’re stuck in the past. Funnels are too rigid for today’s non-linear customer journeys.

What really drives conversions? Authentic relationships, flexibility, and a flywheel approach that builds momentum through ongoing customer engagement. The funnel may help you with a few quick wins, but it’s the flywheel that’ll sustain long-term growth.

Are you ready to rethink your strategy? Your customers—and your bottom line—are waiting for you to shift from funnel thinking to experience-driven engagement.