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Building your own sales conversion funnel

Every business driven by a robust sales team deserves to have its own sales and marketing funnel built from scratch, dedicated to the uniqueness of the business.

But most businesses are in the dark about the right way to go about building their own sales funnel.A sales funnel, as drab and complicated as it sounds, is a very powerful tool that will have sales teams selling to the right people under the right circumstances.

Although this task may involve a whole lot of planning and work, who said you couldn’t have fun and learn amazing insights along the process.A few simple yet impactful steps is all you need to create your own sales funnel from scratch and we’re here to show you the way.

Defining a Sales Funnel:

A sales funnel is literally a funnel-like process that’s designed to suck in hot leads in order to pitch, engage, and convert them into loyal customers.

Sales teams on their own are ill-equipped to convert leads even with all their selling prowess. The sales agent himself isn’t enough to tackle every potential opportunity, especially when he/she is overwhelmed with so many of them coming from left, right, and centre.

Meetings need to be tracked for progress, and prospects need to be segregated to know who will bring in a good revenue turnover.

Get a bigger picture of the sales funnel and sales cloud here.Now we’re ready to dive into the steps for building a unique sales funnel for your business:

Customer pre-purchase journey:

Before going into the stages that make up your sales funnel, you need to understand the typical journey of a customer before he/she makes a purchase with you.This depends on the nature of your business and the industry to which you belong. For instance, let’s take an example of the B2B industry.

B2B purchases are often high-valued involving an extended evaluation process as well as multiple approvals from higher management specially pertaining to cost.A typical customer journey for the B2B industry may involve these milestones on loop:

  1. Brand Scouring
  2. Evaluating a list of shortlisted brands.
  3. Brand selection – purchase.
  4. Customer experience

Hitting the pre-purchase journey:

The pre-purchase journey is the starting point from where you have the opportunity to suck brand scouring customers into your sales funnel. For instance, during the brand scouring stage of your customer’s pre-purchase journey, your brand must be well within their initial consideration set.

Your business’s top priority should be to make a place for yourself within the set of brands your customer initially considers among a list of choices.This is possible by refining your brand perception on various touch points that your typical customers are generally familiar with.For example, your brand marketing would be so solidified that your tagline jumps up to customers looking for the most reputed product in the market.Something along the lines of 'World’s best crm solution’ will instantly put your brand on the initial consideration list.

When the customer is researching for products and brands, he has access to all the information and more he needs to form a brand perception. In order to help shape the customer’s perception of your brand during his/her pre-purchase journey, here are the steps to leverage the various touch points at this stage:

  1. Your website and product must be mobile friendly.
  2. Your brand must nurture a global presence.
  3. Multiple branches in prime locations.
  4. Your brand must have a friendly and approachable customer service team in case the customer enquires.
  5. Brand reputation management to manage reviews and feedback left by people associating with your brand online.
  6. A great way to showcase your brand’s ethics to potential customers is through company culture videos and testimonials.
  7. Pricing plans of your product must be easily acessible to customers without having to dig into your website.

Now let’s understand the stages that make up the sales funnel you’re building for your brand along with goal conversions for each stage.

Product awareness:

In the B2B market, the competition is so intense that its hard for customers to identify what makes a product unique.This isn’t a drawback but in fact, the perfect opportunity to make headway and have the upperhand over your competition.To make brand scouring clients aware of your product, you need to pitch the unique selling points (usps) of your product.

Resources that you can take along on sales pitches that highlight your product’s usp’s include:

  1. Case studies
  2. Client testimonials

In these resources, you can add relevant industry data and insights about how your product answers major industry questions.


Once the customer has put you on his list of most sought-after products, he/she needs to be convinced that you’re worth his time.At this stage, your sales pitch must involve product demos, free trials, and meetings to gauge the requirements of the clients.

They must be convinced that your product will help them reach their business goals and your product features are well suited to the nature of their business and industry.This is your chance to demonstrate business and industry specific modules as well as the versatility of your business.

Decision making:

During the decision making process, the sales representative must be equipped with

  1. Pricing plans
  2. Custom quotes
  3. Answers to customer queries.

to aid the decision making process and to give the brand an edge over competitors.

Brand loyalty:

To make sure that customers don’t leave you to switch to a different brand, you need to elevate the consumer experience by several notches. By providing a one-of-a-kind consumer experience during the customer’s association with your company, you can set triggers that will forever keep them well inside your brand’s loyalty loop.

  1. Up-selling strategies
  2. Cross-selling strategies
  3. 24x7 servicing
  4. Multi-channel engagement strategies.


Your sales conversion funnel will continuously evolve with the shifts in your business. These changes must be picked up and incorporated in the funnel to serve as the backdrop for your sales conversion process to function.