What is the sales funnel?
A sales funnel is a marketing term that defines the path that a customer takes from learning about the company to the sales transaction.
The concept of funnel is used because at the top of the funnel (TOFU) a large number of leads or potential customers enter, but as the funnel narrows (MOFU)-middle of the funnel- it decreases to a small fraction (BOFU) -bottom of the funnel- that ends up making the purchase of the product or service.
AIDA model to complete the sales funnel
The AIDA model is the most widely used by most companies as it divides the funnel into 4 well-defined steps:
Attention
This is the first stage, which seeks to capture the attention of a large number of the audience through basic and depersonalized sales funnel marketing content and communication.
Interest
In this step, the company should begin to forge a deeper relationship with potential customers by addressing their concerns, objectives and problems by providing valuable information.
Desire
Users who reach this stage of the sales funnel are clearly convinced that they have a problem that needs a solution and are willing to make a purchase to solve it. In this process, the company must subtly present its proposed solution.
Action
This is the final stage of the sales funnel; it is the moment when potential customers decide whether or not to purchase the product. If the transaction does not take place, the value proposition has probably not been well developed, or the potential customers must be better nurtured (nurturing leads) to convert them into qualified leads for purchase.
