nnelcategorizespotentialcustomersbasedontheirpurchasingstage.Althoughthesalesfunnelconceptualizationiswidelyrecognizedinbusinessandacademia,itsexactformandthenumberandorderofstagesvaryfromstudytostudy.ThesalesfunnelframeworkemployedinthisstudyisadaptedfromD'HaenandVandenPoel(2013),whodividethesalesfunnelintothefollowingcategories:suspects,prospects,leadsandcustomers(Fig.1).However,thesalesfunneloutlinedbyD!HaenandVandenPoelispurelydesignedforcustomeracquisitionandthereforeendswhenaleadisconvertedtocustomer,whileourvisionofthefunnelalsoincludesexistingcustomerswhoserveaspotentialtargetsforrepurchasing,upsellingandcross-selling.Inthissense,weviewthesalesfunnelasaloopthatexistingcustomerscanre-upyanystageofthefunnel,wehavereplacedthefinalstage'customers9with"deals/assuggestedbyPatterson(2007)
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