Setting Sales Target Using the Reverse Sales Funnel Approach
Sajal Chakravarty, Gyan Professional Services, Bangalore -560029, INDIA.
ABSTRACT
This article expounds upon the approach of a reverse sales funnel to identify marketing
strategies that are ideally suited to maximize the sales of insurance policies and financial
services. Diverse marketing approaches are analyzed from a comparative perspective.
The analysis is both, qualitative as well as quantitative. Besides, behavioral traits of
prospects are also suggested, in order to minimize the resistance to sales that is typically
encountered by sales personnel. Though the article is based on the data (collected from
the Internet) pertaining to the financial and insurance sectors, the approach discussed can
be applied to a generic sales platform. The aim of this endeavor is to ascertain a
fundamental probabilistic theory that is implicit in the buying behavior of human beings.
The ultimate objective of this study is to formulate this probability as an automated
(programmed) tool that would assist sales personnel in setting their net income as a
function of the efforts that are needed at each stage/ layer of the funnel.
1. Introduction
A Sales Funnel constitutes the most important element of all businesses,
the customer acquisition and sales. It represents the volumetric influx of
customers at various stages of the sales cycle. A typical sales funnel is shown in
Figure
1.
As shown above, the funnel starts with the prospects in the beginning and ends
with the number of sales achieved. The other stages of the funnel demonstrate the
sieving of the potential customers, through the various layers. For example, in the
above context out of twenty negotiations ten prospects committed verbally to buy
the product/service, out of which eight sent purchase orders. The second column
in the figure shows the increment/decrement of the number of prospects as
compared to the data of the previous month. Statistical analysis gathered over a
considerable period allows us to arrive at a conclusion about the ‘conversion
factor’ involved at different stages of the sales cycle. The period of the sales cycle
can be taken as the time from ‘first discussion’ to that of the receiving of the
‘written order’. It should be noted that before arriving at any statistical evidence
of the steepness of the funnel one must consider various demographic parameters
like (age-wise) population distribution, income group, awareness of the
product/service in the prospect sample and the marketing costs involved before
starting the sales operations.
In contrast, a Reverse Sales Funnel is a construct that defines the final
magnitude of leads required by a sales force. Once this task is accomplished, it is
backed up through emails, events, outbound calls, paid search, referrals or other
such marketing efforts. The advantage of a Reverse Sales Funnel lies in the
simple idea of optimization. Optimization dramatically increases the value of each
inquiry to your bottom line, the number of initial leads. This effectively boils
down to a significant cost reduction in the marketing activities.
2. Motivation
As proposed in the earlier section, the idea behind conducting the exercise
of conducting this study is to reach an optimization in terms of maximizing sales
and minimizing the marketing expenditures involved in generating the required
volume of final sales. Besides, one can also diversify the range of products/
services which are placed at different market prices by scaling the conversion
ratios at each layer of the funnel.
Though the Reverse Sales Funnel approach is helpful in assisting the sales
agenda of a workforce, it is by no means a comprehensive description of the final
sales figures. It is obvious that at each stage of the RSF the conversion has a
correlation to the public awareness that has reached at that stage. Hence, the
marketing enterprise at that particular stage turns out to be an all important
parameter in determining the ‘number of converts’. Therefore, it is imperative that
marketing channels be synergetic in order to achieve the maximum sales potential
associated with the item. For instance, for any new product that needs a launch,
the advertising should precede the efforts of telemarketing and sending mailers.
Likewise, a referral program for makes sense only when there is an adequate
number of individuals who have already signed up as customers. This indicates
that if the marketing and promotional channels are coordinated in a synergetic
manner, we can achieve a higher degree of prospect response at different stages of
the sales cycle. This is discussed in detail in Section 5.
Let us discuss a typical scenario to explain the functionality of the RSF. The
reader is urged to perceive this in the sense of an automation tool/a software
program which performs the calculations using a pre-conceived formulation. The
inputs that a salesperson needs to provide is the income that he wishes to make by
selling a product and the underlying expenses that he needs over a month/year.
The RSF data analysis tool performs the calculations to come up with all the
spadework that he requires to perform in order to achieve his target income. These
would include the different stages of sales cycle such as:
i)
ii)
iii)
iv)
The number of cold calls.
The number of presentations
The number of emails
The number of personal interviews,
and all the other activities that go in to making of sales. The optimization
algorithm that lies in the heart of the software program imposes the constraints of
the specified income and the specified total expense, uses weight parameters of
each activity that is calculated from sample data and establishes the new
proportional constant that symbolizes each of the marketing activities. This can be
explained in terms of mathematical equations having the following form:I= S*N
E = e1 + e2 + e3 + …… + eN
Where I and E represent the Income and the Expenditure respectively, S is the
sales commission (just a constant) for one sale and N is the total number of
‘converts’ who send a purchase order. In other words, N follows a progression
which is determined by the statistics of the real life consumer behavior data (over
the entire sales cycle) gathered to strengthen the knowledge of the software
application. The bottom-line of the entire approach is to maximize N, by the most
favorable decomposition of E, in terms of e1, e2, etc. Once again we realize the
importance of the alignment of the marketing activities in order to achieve the
best possible sales figures!
At this point the author expresses his deep regret at not being able to trace any
real life sales data pertaining to the insurance or any other financial sector and
therefore confines the realm of the subsequent discussion to theoretical arguments
validated with symbolic mathematical expressions. Once real-life data is obtained
it can be simply plugged into the database with minimal programming
modifications. Till then, the database structure shall be considered in the most
generic manner, with variable notations. It maybe worthwhile to mention that
such a generic treatment would find much use in an RSF analysis of a wide
variety of saleable products. The notation followed to describe the entries at each
layer would be termed as N1, N2, N3, etc. while the expenses would be as
described earlier. Before going ahead with the task of devising the funnel
statistics and probabilistics, let us first survey the different marketing channels
that maybe adopted towards product promotion and sales.
3. Marketing Channels and their efficacy
As illustrated in the above figure, the overall sales and marketing initiative
comprises of identifying the right market segments and target accounts as a
strategic measure. This is followed by the go-to-market programs wherein the
product/service is launched in the market via various campaigns such as
advertising, telemarketing, tradeshows etc. Since this document is confined to the
domains of financial services and insurance, our task would be to identify the
marketing strategies which are effective with respect to the domain under
consideration. In this context, let us first name the processes that we would entail
as a part of the marketing initiative.
1) Advertisements – This age old communication method of reaching out to the
masses via print/ electronic media or billboard hoardings is still effective in its
purpose. The advantage of advertising is perhaps its high visibility and the
collective appeal that it draws. With respect to the insurance sector advertisements
fulfill the following objectives:
(i) encourage agents and brokers to sell insurance products, (ii) predispose
customers to be receptive to sales calls, (iii) enhance an insurance company's
public image, (iv) support introduction of new products, and (v) influence
public opinion on issues of importance to the insurance industry.
Product advertising describes particular products and why they would be
beneficial. Institutional advertising describes the financial strength and the
stability of a company. While it is important to highlight the range of products
and their utilitarian value by advertising products, it is also necessary to
emboss the brand of the company in the mindsets of people. In case of a new
company, institutional advertising is the spadework that always serves to
make the public aware of the existence of the company, thus paving the way
for further communication at the individual or mass level.
The most vital aspect of framing an advertisement is to identify the size of the
target market and the human element that helps the prospect to relate to the
product. For instance, it was easy for every individual to understand and
appreciate the dark humor of Chad Johnson (the Cincinnati Bengals’ wide
receiver) in reference to Al Harris (the cornerback from Green Bay Packers)
when Johnson said, “Well, the bad news for him is that he has to cover me this
Sunday. The good news is that he can save up to ten percent by switching to
GEICO.” This offhand joke was relayed over ESPN and printed in almost
every newspaper, creating a recurring publicity for GEICO.
Before we go ahead with this section, let us ask how much does it cost to
advertise? Well, the GEICO cartoon lizards and cavemen gobbled $502
million in 2005 alone to promote the brand, and Warren Buffet announced in
the Berkshire Hathaway Annual Report that he can’t wait to spend more!!
Does this mean that the common man has to pay a higher insurance premium
in proportion to the ad-campaigns or is it that the ad-campaigns generate so
many more customers (and hence revenue) to lower down the policy rates.
The answer is quite simple: to the Berkshire Hathaway group $502 million is
a drop in the bucket. However, a startup insurance company has to limit its
expenditure on advertising without giving up on the competition. This can be
dealt with by targeting a niche market segment or a specific age group or
geographical location. Lizards and cavemen can be humorous, but there are
other human emotions of compassion, benevolence and caring that can appeal
to people in subtler ways.
Undoubtedly, advertisements can play a big role in generating higher
awareness of the products, thereby reducing the sales cycle period by
significant margins. However, in recent times there has been an increase in the
registering of complaints, from customers who have subscribed to financial
policies. Finance companies, such as Lloyds TSB and Chase de Vere have
been fined for misappropriate advertisements that were instrumental in
misleading customers about their interest rates. As an advertiser of financial
services, one needs to be prudent about product description, hidden features,
accurate risk profile, past performance figures and performance comparison
with similar products from other companies.
2) Search Engine Marketing (SEM) – This form of Internet based marketing has
gained tremendous popularity and growth over the last few years. There are
various websites which enlist thousands of insurance firms and agents in a
location-wise manner, thus helping the prospect to meet his goal. In fact, SEM has
been found to be much more effective than conventional advertising in many
cases. The principle of SEM is simple: when a user tries to look for a particular
product with the aid of a search engine he gets multiple webpages which have the
keyword that he is searching for. In order to promote the page and hence the
product, the ranking of the page should be high, and this is achieved by
optimizing the content of the page in a favorable manner. This method is known
as Search Engine Optimization (SEO); Google, a leading Search Engine allows
for a provision (called Adwords) that claims to incorporate certain features in a
webpage that results in better exposure of a webpage.
A case study conducted to bring out the efficacy of SEO/ Adwords showed that
SEM produced better results in comparison with conventional radio advertising.
The parameter used for comparing the results of the two channels was
appropriately chosen as Cost per Lead (CPL). The results are displayed in the
table given below.
Month
1st Month
2nd Month
3rd Month
Avg. CPL
Radio
62
46
NA
$240.74
Adwords
37
47
62
$17.98
SEO
29
44
60
$22.55
It is clear that Search Engine Marketing tactics (SEO + Adwords) outperformed
the radio advertisement channel by a factor of 10. Besides, the study also revealed
that the conversion rate of radio advertisements was not satisfactory, since after
stopping the radio advertisements in the third month, the traffic went down by
16% whereas the conversion rate went up by 21%, suggesting that the traffic
induced by radio was of low quality. Further, it was found that the leads brought
in by the SEM channel kept climbing (as expected) before leveling off. The reader
can
find
the
other
details
of
this
survey
on
http://www.marketingrevisited.com/marketing-case-study-search-enginemarketing-vs-radio-for-local-advertising/
Considering the above example as a yardstick to measure comparable marketing
strategies, it maybe stated that in today’s Internet savvy world where technology
determines the mindset and buying prowess of the masses, SEM is perhaps the
most powerful tactic that can bring about a dramatic change in the business
development of any organization.
3) Telemarketing - Telemarketing calls have become a part of our everyday life and
most of us have grown used to it, if not averse to it. To the extent that telephone
companies have a new utility for subscribers that shields them from telemarketing
calls. However, telemarketing still remains a major force in the sales operations of
a wide range of companies. The most salient feature of telemarketing is the
‘human touch’ factor. It helps you to introduce your company to the prospect. It
allows you to be nice and cordial to your prospective customer from the first
moment of interaction. Calling up prospects is cost effective when compared to
direct sales, giving you a higher visibility of the results on an everyday basis.
The efficacy of telemarketing can be gauged by the fact that a new industry
segment of outbound Business Outsourcing Processes (BPO) has grown as a
consequence of it, since the set-up cost for this is minimum. The method adopted
in any telemarketing exercise is that of following a fixed, structured script. The
script should have precise questions that help you to gather the maximum
information about the prospect and his interest in your product(s). The immediacy
factor makes telemarketing as a favorite marketing strategy for a wide range of
businesses. It is amazing how a product that was developed more than 100 years
ago is the greatest sales tool till date.
4) E-Mail Marketing – The most compelling benefit of e-mail marketing is its
immediacy, thus enabling marketers to quickly and economically deliver a potent
message to a marketing segment. But that benefit can work against you if e-mail
is poorly targeted or overused as a contact method. E-mail marketing also helps to
realize an overall multi-touch strategy—which includes lead generation, lead
qualification, audience acquisition, e-fulfillments, survey, customer satisfaction
measurement, seminar registration confirmation and reminders and more.
It must be noted that this marketing channel has a few technical challenges
associated with it, from maximizing e-mail delivery and avoiding Spam filters to
making the creative messaging relevant and actionable.
The typical e-mail response rates in the range of ~0.5% to ~2%, but there are
measures which if adopted can significantly scale-up these figures. Therefore, in
order to boost the campaign results significantly, integrating e-mailing campaigns
with other components such as follow up phone calls, mail sequences, events and
web demos, might be necessary. The author is convinced of this multi-pronged
approach, based on his own experience with the subject.
A discouragement that you might face with e-mail marketing is when the spam
filter of the recipient identifies your email message as SPAM. To circumvent this
problem, the emails can be fine tuned to annul factors that cause them to get
caught in SPAM filters. Once this has been performed, a thorough testing would
confirm that the email reaches the inbox of the recipient and not his junk mail
folder.
Furthermore, it is possible to track whether the mail was read by the recipient and
any hyperlinks mentioned in the email were clicked by him. The entire statistics
for the email blast can be gathered to evaluate whether the purpose of the exercise
was served or not.
5) Direct Mails – The practice of sending direct mails to increase sales has been
around for years. However, direct mail as a sales practice has taken a dip with the
advent of the Internet, with fewer companies showing interest in this marketing
effort. The general feeling is that of anachronism and that customers will not
respond to it. Despite these concerns, there is substantial evidence that a company
can use direct mail to increase sales, using novel and unique methods.
The previous section which discussed e-mail marketing does not have a
personalized touch as compared to direct mailing. A direct mail can never be
rejected as SPAM. We all know the feeling of opening an envelope that had our
name inscribed on the cover. The enthusiasm, the anticipation and the suspense of
discovering what is waiting for us and vice-versa is almost indescribable. It is a
nice idea to send mementos in a direct mail, instead of just letters or flyers. In
today’s ‘online’ world where every other thing starts with an e-something or isomething, an ‘offline’ direct mail speaks something different about itself. Let us
remember, a company is more than a website, a communication is more than an email and there are gifts which money cannot buy. Somehow, a direct mail
convinces of something more tangible and which overthrows the virtual aspect of
a company’s existence which has been symbolized by the Internet.
In the subsequent sections of this paper we shall discuss the various layers of the
reverse sales funnel approach which entails a multi-step marketing plan. The key
to use direct mail to increase sales is to show the customer that the company
wants to create a business relationship, as opposed to only trying to get money.
Naturally, the main goal of the company is to make money from customers that
buy its products and services, but developing good relationships through finding
ways to use direct mail to increase sales can help bring in more money and build a
better customer base in the long run. Being innovative and ensuring that all
potential customers are marketed to as skillfully as possible is the best way to use
direct mail to increase sales, no matter what company or product is being
marketed.
Industry standards predict that a direct mail piece produces a 1-3% response with
maybe 6-10% of responders qualified as true sales leads.
6) Seminars and Tradeshows – The best channel to disseminate information and
increase product awareness to a group of people who wish to know about the
product voluntarily. If arranged in a proper manner, tradeshows have the potential
to generate as much as 40 times the expenditure on them!!
7) Referral schemes
The purpose of a referral program is straightforward: to reach out to a greater
section of the market segment by recommendations from the consumer on his/her
experience with the product/ service. Indeed, referral schemes play a pertinent
role in determining businesses for a multitude of organizations in diverse
domains. In return, referral schemes deploy the method of attaching value added
incentives to the individuals who participate in these schemes. Some of the key
benefits that referral systems bring along are:
a)
b)
c)
d)
e)
f)
g)
h)
Increase the sales of the product/service (often by multiple times).
Rapid growth of client database
Lower the advertisement cost
Increase the exposure in the market
Reduce/eliminate cold calling
No need to chase unproductive sales opportunities
Make it possible to focus on high margin sales.
Ensue a stream of customers, many of whom have often deliberated on
your product/ services and may already have placed their trust on you.
i) Spend less time and effort.
The above factors contribute to motivate organizations in placing a referral
system as a part of their sales endeavor. The rewards associated with referrals are
managed by diverting the funds invested in marketing/ advertising campaigns in a
strategic and fool proof manner.
4. Sales Funnel Analysis of the Channels
Now that we have analyzed the various marketing strategies that have a
significant component in the final sales potential of a product, let us compare
them in a quantitative manner. The parameters that matter in the comparison are:
a)
b)
c)
d)
e)
f)
g)
Awareness Generation (AG)
Global Coverage (GC)
Lead Qualification (LQ)
Customer Acquisition (CA)
Customer Retention (CR)
Cost Per Lead (CPL)
Immediate Sales Potential (ISP)
Since we have a quantitative task at hand, this section will be devoted to
numerological labels. The reader is urged to replace these numbers based on his
personal assessment. The importance of this quantification shall become obvious
in the Section 6, when the reverse funnel dimensions are formulated.
Each parameter (against each of the marketing channels) is assigned a number on
the scale of 1-10 depending on its effectiveness. For example, e-mail marketing
and SEM have better global coverage than direct mails. For a better visibility of
the comparison, the quantitative analysis is done in a tabular form.
AG
GC
LQ
CA
CR
CPL*
ISP
Advertising SEM Telemarketing E-mail
marketing
10
8
7
7
7
8
5
6
4
8
6
6
3
7
5
2
2
1
4
6
5
9
7
8
1
1
5
1
Direct
Mailing
6
4
7
5
7
7
1
Events Referrals
9
3
8
7
3
3
1
4
3
10
9
10
6
9
CPL* - A high value of CPL indicates low costs per lead.
It is once again advised to replace the above numbers according to your beliefs, since
these may have strong variations depending on the product/service, geographical
locations and cultural diversions. Another extremely important point to remember is:
the entire matrix can change depending on the scale of operations and the underlying
investments. The numbers denote a relative measure across the channels, though there
does exist an implicit logic that overrules the relative significance. For example,
referrals always have an immediate sales potential, have a high probability of lead
qualification and are bound to retain the customer/ referrer. Hence each of these are
assigned a value of ‘10’. Similarly, SEM is not directed toward customer retention
and e-mail marketing/ direct marketing are not channels that have an immediate sales
potential, thus giving them a low score of ‘1’.
The number of prospects generated at the beginning of each channel will be
proportional to the product of the first two parameters, i.e.
NP
α (AG) * (GC)
…..(1)
This comes from the analogy of a flow in a pipe (remember the funnel). The
awareness growth can be correlated to the speed of flow whereas the global coverage
is the cross sectional area of the pipe. Thus, the ratio of the number of prospects
generated by each of the channels in the above matrix would be
(10* 7) : (8*8) : (7*5) : (7*6) : (6*4) : (9*3) : (4*3)
….(2)
which turns out to be 70 : 72 : 35 : 42 : 24 : 27 : 6, suggesting that the most suitable
prospecting source is that of advertising media and the least number of prospects
arrive from the referral channel.
The fraction of prospects that trickle through the first layer of the funnel can be
calculated as the ratio of the number of individuals who qualify as potential leads to
that of the number of prospects. Thus, in the above example the probability of seeping
through the first layer of the funnel would be calculated as
P1 = { (4/ 70) , (8 / 64) , (6 / 35) , (6 / 42) , (7 / 24), (8 / 27) , (9 /12) }
…(3)
This maybe visualized as the slope of the funnel at the interface of lead qualification.
Likewise, the slope of the second layer: CA/ LQ can be calculated as a probabilistic
measure.
P2 = { (3 / 4) , (7 / 8) , (5 / 6), ( 2 / 6) (5 / 7) , (7 / 8) , ( 9 / 9) }
….(4)
Please presume the probabilities to be an attempt to symbolize the theory. In reality,
the matrix elements would be tabulated from survey data and statistical sales data.
The customer retention (CR) field can be considered as an independent flow that
matters only at the final sales revenue. The grades in the table only show how
efficient the marketing channel is, in retaining existing customers, with respect to
each other.
The immediate sales potential (ISP) of a channel is a component that affects the sales
cycle. The average sales cycle is speeded up by introducing a (marketing) channel
which scores high on the ISP index. In terms of funnel geometry, a high ISP would
mean greater slope to promote the sales flow and therefore finds importance when the
sales need to be boosted to meet impending targets.
The marketing expenditure and cost per lead is discussed in the next section.
5. Synchronization of the Channels – Absolute Targeting
So far we have analyzed a parametric description of various marketing channels
which generate prospects that enter the sales funnel and are sieved at the different
layers of the funnel. Assigning the indices has been done considering each marketing
component as an independent factor. We shall now consider the optimization of these
channels by synchronizing them in a way so as to achieve maximum sales, hence the
phrase ‘absolute targeting’. As mentioned earlier, this co-ordination of channels
depends on various functions of the master sales plan such as the sales budget, the
sales territories and the sales cycle.
The fundamental idea presented in this section is that of establishing a temporal
precedence of the seven channels discussed in the article. I give a couple of examples
to illustrate the point. A) Logically, the advertisement channel should be the first to
be broadcasted. B) It only makes sense to start a referral scheme only when there is a
critical mass in the customer database.
Therefore, it is obvious that the sales plan begins with the advertising campaigns
with an effort to generate awareness. As the leads begin being generated, the other
marketing channels are put into operation. Out of the other six channels, the referral
scheme would be fixed at the last position of the sales cycle. It would then be a choice
among telemarketing, e-mail marketing, SEM, direct mailing and conducting events.
Let us have a look at the various stages of the sales cycle.
1)
2)
3)
4)
5)
6)
7)
Awareness
Inquiry
Information
Sales Desire
Proposal
Close sale-purchase
Follow up
The discussion in the last section addresses the aforementioned stages. The choice of
the channels can be decided depending on the details of the sales plan. Here, we
discuss four such situations.
Cases
1
2
3
4
Budget
Low
Low
High
High
Cycle
Short
Long
Short
Long
Since we have the advertising channel at the beginning of the cycle and the referral
scheme as the final stage, we are left with the other five channels of telemarketing, email marketing, SEM, direct mailing and managing events. The precedence of these
channels depends upon the budget-cycle combination that we have on the sales plan.
We will discuss each of the four cases mentioned above.
Case 1
For a low budget, short duration sales cycle the middle layers would comprise of
telemarketing, email marketing, SEM and direct mailing, in that order. Organizing
events are seldom low budget activities and should be avoided if operating on a shoe
string budget.
Case 2
For a long duration, low budget plan the precedence would be telemarketing, SEM,
email marketing, direct mailing and conducting events. SEM gets a preference since it
takes a few months for the SEM to reach the desired results.
Case 3
For a high sales budget that is operative over a short sales cycle, it is desirable that the
information dissemination happens at a fast rate. The channel precedence would be a
simultaneous launch of the telemarketing and SEM operations, followed by the
dispatch of mailers and direct mails, inviting for attending a seminar/ tradeshow. A
referral scheme that runs for a short period could be of much use to generate large
sales volumes.
Case 4
For a sales plan which has a big budget and an extended sales cycle, we should start
with telemarketing, followed by SEM, emails and direct mails can be sent to
prospects to participate in trade shows and seminars. This is an ideal scenario when
the expenditure on events can generate voluminous leads and hence a large magnitude
of sales. A referral scheme is also ideal for this choice of sales operations. Due to
enough funds it should be possible to run multiple advertisements in diverse
geographic locations, both in print as well as the electronic media.
6. Automation Tool to Depict Sales vis-à-vis a Target Income
Before we formulate the funnel analytics let us define the system variables, which if
known carry the complete information about the system. The system considered here
is a layer of the sales funnel. Each layer is defined by two variables, E and N,
denoting the expenses of the layer and the number of individuals who fall into that
layer. We keep a very generic model wherein all channels are open at all the layers.
Or in other words, we are allowing all the marketing channels to contribute to the
presales of a particular layer. Now, let us define the variables
The expense incurred at a layer p is written as Ep and comprises of contributions
toward the expenditure borne towards each of the channels, given as e1p, e2p etc.
Therefore,
Ep = e1p + e2p + …….enp
…………..(5)
The other variable Np or the number of individuals at the ‘pth layer’ can be written
as
Np = k1e1p + k2e2p + …….knenp
..................(6)
Where k1, k2 , k3 can be written as the inverse of the ‘cost per lead’ for that
particular channel.
Since we know the total expenditure and the desired income, the problem lies in
optimizing the e’s to meet the constraint of (5) and (6). Since we know all the
values of N.
We can calculate the values of individual expenditure of all the channels for each
layer of the funnel by deploying optimization principles. In this way, we get the
formula for maximizing the sales of a product adopting Reverse Sales Funnel
methodology.