Purchase decision – “The Sales Funnel”
A sales funnel is the theoretical journey that your sales leads pass through on the different stages of readiness to buy.
The idea of the funnel is that the number of leads grows smaller as they move down the funnel. At the top of the funnel (TOFU), there are many people who you will want to make aware of your brand. The middle of the funnel (MOFU) is narrower, as there are less people ready to buy, and at the bottom of the funnel (BOFU) it is a small number who are able to buy.