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We make use of the metaphor of a sales funnel (wide at the very top, narrow at the end) to monitor the sales process.
Towards the top of this funnel you've got 'unqualified prospects' - the people who you believe may need your service or product, but to whom you've never spoken. At the end of this funnel, many delivery and sales steps after, you've got those who've received the service or product and have also purchased it.
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