How to Create a Sales Funnel

Understanding sales funnels is crucial for improving your marketing or sales campaign. By mapping out your customer’s buying journey, you can identify what’s working and what’s not, allowing you to make the necessary changes. In this article, we’ll guide you step-by-step on how to create your own sales funnel template. We’ll also provide sales funnel examples that can serve as a free template. Let’s dive in!

What is a Sales Funnel?

A sales funnel is a process that companies use to identify, qualify, and convert leads into customers. It involves creating awareness of your product or service, generating interest, and ultimately converting that interest into a sale. The goal is to create an efficient sales funnel that quickly identifies and qualifies leads, converting them into customers with minimal friction.

The sales funnel consists of four stages:

  1. Awareness: This is the first stage, where the goal is to create brand awareness. You achieve this by generating interest in your product or service through educational content that informs potential customers about your solution.

  2. Interest: Once awareness is created, you need to generate interest in your solution. This can be done by providing more information about your product or service, such as case studies or blog posts that highlight its features and benefits.

  3. Desire: The next stage is desire, where you influence a customer’s purchase decision by creating a want or need for your product or service. You can demonstrate how your solution can solve a specific problem that potential customers face.

  4. Action: Finally, you need to convert this interest into action by asking the customer to buy your product or sign up for your service. This typically involves a call-to-action (CTA) on your website or in your marketing materials.

Following these steps allows you to create an effective sales funnel that increases leads and conversions while reducing costs.

What is the Difference Between a Sales Funnel and a Marketing Funnel?

Before creating your own sales funnel template, it’s important to understand the difference between a sales funnel and a marketing funnel. While they are often conflated, they serve different purposes.

A marketing funnel is a process that companies use to attract and engage potential customers. It focuses on getting people interested in your product or service. On the other hand, a sales funnel is the process of identifying, qualifying, and converting leads into paying customers.

In other words, a marketing funnel feeds leads into the sales funnel. The sales team owns the sales funnel, but as a B2B marketer, you feed the top of that funnel.

What is a Sales Funnel Manager?

A sales funnel manager is responsible for creating and optimizing sales funnels. They ensure that sales teams have the necessary information and resources at each stage of the funnel to close more deals. Additionally, they make improvements to the funnel itself, testing different offers or messages to determine what works best for the sales team and aligns with the customer’s journey.

A sales funnel manager plays a crucial role in helping businesses increase revenue by targeting and appealing to their audience through strategies at each stage of the sales funnel.

Advantages of Following a Sales Funnel

Why create a sales funnel in the first place? Can’t you just start selling? The answer lies in the fact that not all leads are created equal. To maximize conversion rates and ROI, you need to focus your efforts on the leads most likely to convert.

Here are the advantages of following an effective sales funnel:

  1. Increased conversion rates: By identifying and qualifying leads upfront, you’re more likely to convert them into customers.

  2. Improved ROI: A sales funnel allows you to track conversions, helping you determine which marketing and sales activities generate the most return on investment.

  3. Greater clarity: A sales funnel provides a clear framework for your marketing and sales efforts, making it easier to identify what’s working and what’s not.

  4. More effective use of resources: You can optimize your team’s time and energy by targeting your marketing and sales efforts.

  5. Better customer experience: Providing a personalized experience that caters to each stage of the buyer’s journey can lead to a more satisfied customer base.

Common Challenges with Sales Funnels

Sales funnels are not without challenges. The main challenge is that they can be complex and time-consuming to create. Additionally, if not executed correctly, they can result in lost leads and customers.

The most common issue with sales funnels is “funnel drop-off.” This occurs when customers move through the early stages of the funnel (awareness and interest) but fail to convert into paying customers.

There are several reasons why this may happen, including:

  1. Your product or service isn’t relevant to the customer’s needs.
  2. Your pricing is too high for the perceived value of your offering.
  3. The customer has a poor experience with your brand.
  4. The customer is not ready to buy.

Even if you have a great product or service, funnel drop-off can still occur. That’s why it’s important to continuously test and improve your sales funnel template to minimize losses and maximize conversions.

Steps to Create Your Own Sales Funnel Template

Now that you understand the benefits and challenges of a sales funnel, let’s guide you through creating your own sales funnel template. Follow these steps:

Step 1: Start with your goal in mind

Begin by setting a specific goal for your sales funnel. What are you trying to achieve? More sales? More leads? A higher conversion rate? Having a clear goal, such as “To increase sales by 10% this Q2,” helps you stay focused when creating your sales funnel template.

Step 2: Figure out who your target market is

Identify your target market to understand their journey and determine the most effective messaging to encourage them to take action. Consider demographics, interests, and pain points. Segment your audience to create targeted content for each group. For example, if you sell natural dog food, your target market might be dog owners concerned about their pet’s health.

Step 3: Choose your channels

Decide which channels you’ll use to reach your target audience. Consider where they spend their time. Options include email marketing, social media, content marketing, paid advertising, referral programs, print ads, TV commercials, direct mail, or phone calls.

Step 4: Create attractive offers

Give people a reason to take action by creating relevant offers that solve their pain points. Examples include free trials, discounts, or consultations. Ensure your offers are clear, concise, and easy to understand.

Step 5: Create a sales page

Design a landing page or sales page where people can learn more about your offer and take action. Include elements like a compelling headline, images, and a call-to-action (CTA) that encourage visitors to take your desired action. Ensure your landing page is mobile-friendly and loads quickly.

Step 6: Create a thank you page or gift

Show appreciation to those who take action on your offer by providing a thank you page or gift. A thank you page acknowledges the customer’s action, while a gift can be a physical product or digital download. Strengthen the relationship with your customer to encourage future business.

Step 7: Check in with your customers

Have a follow-up strategy in place to check in with your customers after they’ve converted. Understand how they’re using your product or service and whether they’re satisfied. Ask for feedback to improve your offering. This is an opportunity to establish a relationship and build trust.

Step 8: Measure your results

Track your results to assess the performance of your sales funnel template. Use tools like Google Analytics to monitor website traffic and conversions or Hootsuite Insights to track social media engagement. Track metrics aligned with your business goals, such as website traffic, conversion rate, and customer lifetime value.

Sales Funnel Examples

Sales funnels differ across industries, but they share commonalities. Here are some sales funnel examples for inspiration:

SaaS Sales Funnel

  • Drive traffic to your website through SEO, content marketing, or paid advertising.
  • Convert visitors into leads by getting them to sign up for a free trial.
  • Get leads to convert into subscribers or paying customers.
  • Retain customers by providing value and excellent customer service.

Ecommerce Sales Funnel

  • Generate leads through strategies like SEO or paid advertising.
  • Encourage leads to add items to their cart using effective product pages and calls to action.
  • Convert customers by optimizing the checkout process and utilizing upselling techniques.
  • Improve brand loyalty by providing value and excellent customer service.

Real Estate Sales Funnel

  • Capture leads through online ads or lead generation agencies.
  • Qualify leads to ensure they’re interested in buying a property and have the budget.
  • Show properties that fit the lead’s budget and needs.
  • Close the sale, with the lead becoming a customer and buying a property.

These examples illustrate how sales funnels can be tailored to specific industries and goals.


Creating a sales funnel template is a powerful way to visualize and optimize your customer’s buying journey. By mapping out each stage of the funnel, you can identify areas for improvement and refine your sales process. Remember that each business has its unique sales funnel template, so customize yours accordingly. By following the steps outlined in this article, you’ll be well on your way to creating a successful sales funnel that drives leads and conversions for your business.

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