Your sales funnel is the process by which you attract prospects who will eventually become customers. Good sales and marketing teams think not only about how to drive initial contact with a brand, but they also think about the customer journey and the graduated levels of service offerings, content, and calls to action that drive a prospect through their sales funnel.
This may start with the top of the funnel, with advertising, social media, referrals, speaking events, in-person networking, and content marketing. From there, you may have several paths that engage them with the brand. For some, that may be a consultation discovery call. For others, you may offer a free guide. Either way, it's important that the first level of the funnel is engaging and tantalizing. From there, find ways to stay in touch with and nurture the lead until you can convert it into a customer.