At any moment, your potential (and existing) customers are at various stages of a Consumer Purchase Cycle (aka “Purchase Funnel”).  They’re either pre-purchase, in-purchase or post-purchase.  Cycle is a better metaphor than funnel as the relationship with consumers doesn’t end at a sale.  A consumer will, eventually, choose to buy your product or service, or not.  Choose to recommend your product/service, or not.  The model for consumer purchase funnel that Ventropy Media uses is shown below.