The Sales Funnel...Rebooted

I read a great article by David Edelman.  David illustrates how the traditional sales funnel has been updated into something much more complex.  Basically, what used to work doesn't anymore. Sound familiar?

The sales funnel isn't dead, it’s just outdated. Today’s consumer takes a much more complex iterative path thru and beyond purchase. The classic funnel shows an ever-narrowing array of decisions and choices until purchase, when in fact the channel-surfing customer today often is expanding the set of choices and decisions after consideration. Just as importantly, treats the post-purchase process with the same level of importance as the pre-purchase journey.

It’s a pretty simple concept really but I like it because this visually highlights and isolates the most important aspects of the journey.

1. Consider: What brands/products do consumers have in mind as they contemplate a purchase?
2. Evaluate: Consumers gather information to narrow their choices.
3. Buy: Consumers decide on a brand and buy it.
4. Post-purchase: Consumers reflect on the buying experience, creating expectations/considerations that will inform a subsequent purchase
5. Advocate: Consumers tell others about the product or service they bought.

This visualization of the journey helps focus conversations on where to spend money, where the opportunities are, what sorts of people and processes you need to deliver on them, where you’re weak and your competitors strong.