Ep 105: Building a Sales Ecosystem that Guarantees ROI
Listen on Apple Listen on Spotify Building sales funnels is out; creating a cohesive sales ecosystem is in. Funnels often
Have you ever signed up for an online program, enticed by flashy ads promising millions of dollars in revenue or a calendar packed with clients?
Only to realize later that those claims came with hidden costs—
like spending hours training a team with high turnover—
or worse,
finding yourself left high and dry after joining?
The past few years have ushered in a wave of so-called “experts” making grandiose promises that often fail to deliver.
It’s as if we’re living in the wild, wild West of digital marketing, where transparency is a rare commodity.
Millions of consumers have felt the sting of being misled by overhyped marketing, losing thousands—
sometimes even bankrupting their businesses—
because of false promises made by these “gurus.”
But why has this trend exploded, and what does it mean for ethical businesses trying to navigate a marketplace rife with deception?
Today, we’ll uncover the truth behind this “Catfish Effect” era and explore its implications for businesses and consumers alike.
Transparency could be the key to restoring trust and reshaping how we engage in the online business world.
Between 2018 and 2023, we entered what I call the “Catfish Effect Era,”
a time when many businesses built their empires on lies.
They leveraged flashy marketing tactics and exaggerated claims to swindle clients, often bragging about their $250k months while hiding the shaky foundation propping up those results.
Programs were often run by a revolving door of inexperienced co-coaches
or pieced-together YouTube videos stolen from other creators.
When clients raised concerns, they were belittled and told they didn’t “want it badly enough.”
This era of deceptive practices led to widespread disillusionment among consumers, many of whom took out loans or refinanced homes to invest in programs that failed to deliver.
These experiences have fundamentally shifted how people approach buying today, giving rise to a “trust recession.”
Unethical practices and manipulative marketing aren’t new, but they reached a fever pitch over the last five to six years.
As the online marketplace became saturated and advertising costs skyrocketed,
many businesses turned to shortcuts.
The mantra became “fake it till you make it.”
Big-name gurus taught that success wasn’t about getting results for clients
but about convincing others that you could.
This “expert marketing” relied on exaggerated claims, fake testimonials, and paid endorsements to create an illusion of credibility.
A 2022 report from the Better Business Bureau highlighted a 40% increase in complaints about misleading marketing practices, underscoring the prevalence of these tactics.
By 2024, whispers of economic recession are everywhere, but what many overlook is the “trust recession” caused by these deceptive practices.
Consumers are more discerning than ever.
They no longer take claims at face value, opting instead to read reviews, check references, and demand proof before making decisions.
This shift has led to longer sales cycles,
more objections,
and an increased emphasis on real expertise.
Ethical businesses now face a unique challenge—
and opportunity—
to rebuild trust.
Transparency,
consistent communication,
and a commitment
to delivering results are no longer optional.
They’re essential.
To succeed in this era of skepticism, businesses need to instill three levels of trust:
Trust in Themselves
Consumers must regain confidence in their decision-making abilities.
Use empathetic messaging to validate their past experiences and help them move forward.
For example, employ the “empathetic echo” to reflect their feelings and provide perspective on why their past failures weren’t entirely their fault.
Trust in Your Method
Showcase the effectiveness of your approach.
Move beyond vague promises and clearly articulate your process.
Transparency in your methods doesn’t mean giving away your secrets but rather demonstrating why and how your system works.
For instance, if your strategy relies on outbound messaging, explain how it aligns with their goals and addresses their concerns upfront.
Trust in You
Build trust by showing the person behind the business.
Share your expertise, communicate honestly, and set realistic expectations.
Highlight your genuine commitment to their success.
On the tail end of the Catfish Effect era lies an opportunity for businesses that prioritize genuine transformation over flashy marketing.
According to a recent survey by Edelman, 81% of consumers say they need to trust a brand to buy from them.
Ethical businesses that provide transparent, value-driven services are well-positioned to thrive in this new landscape.
By adopting the Trust Trifecta, you can reverse the effects of the trust recession, shorten sales cycles, and attract enthusiastic, high-quality clients who align with your values.
This approach not only differentiates your business but also ensures long-term success built on integrity and connection.
As we navigate this evolving landscape, it’s time to leave behind the smoke and mirrors of the Catfish Effect and embrace a new standard of authenticity and transparency.
The future belongs to those who prioritize trust, deliver real results, and redefine what it means to be an expert in today’s world.
Listen on Apple Listen on Spotify Building sales funnels is out; creating a cohesive sales ecosystem is in. Funnels often
Listen on Apple Listen on Spotify Are you wasting time trying to convince the wrong people to buy from you?