What Is Close Rate, and How Do You Calculate It?

Are you looking to increase your sales? If so, understanding close rate and how it impacts your bottom line is key. But what is close rate exactly, and what does it mean for you as a business owner? In this blog post, we’ll discuss what close rate is and why tracking it closely can help drive success for your business.

We’ll also show you how to easily calculate your close rate. By taking these steps, you can maximize potential revenue opportunities.

Key Takeaways

  • Close rate is a metric that highlights the number of leads that turn into sales.
  • You can calculate your sales rate by taking the total number of deals closed and dividing it by the total number of leads.
  • Businesses should consider contact frequency, type of offer presented, customer engagement, and feedback when determining the closing ratio.
  • Best-in-class companies tend to have higher close rates than the average company — around 30% for best-in-class compared with 20% for the average company.
  • Your sales team can improve close rates by focusing on understanding the customer’s needs, building rapport, highlighting the unique selling points of your business, and preparing for objections.
what is close rate

Close Rate Definition

A close rate measures a company’s success in converting sales leads into customers. It measures the rate at which leads are successfully converted into paying customers by determining how many opportunities have been closed or won in the same period.

You and your sales reps can calculate close rate by dividing the total number of sales closed by the total number of opportunities (aka prospects that have responded positively to business offers). Simply put, close rate helps businesses analyze how well they convert prospects into closed deals.

Why Is Close Rate Important?

Close rate is critical because it tells you how well your sales team is doing at converting prospects into customers — the ultimate goal of any business. If your close rate is low, it may be a sign that you need to make changes in order to increase conversions.

Low close rates can indicate a variety of issues, from ineffective messaging and poor customer service to inadequate market research or lack of follow-up on leads. On the other hand, high close rates mean your sales process is effective and more people are buying from you than not — a great indicator of success.

How Do You Calculate Close Rate?

close rate formula

The formula for calculating close rate is: closed deals ÷ total sales leads x 100 = close rate

This formula will help you and your marketing team determine the win rate percentage. This, in turn, can serve as a basis for improving customer relationships, marketing leads, and even marketing alignment.

Close Rate Calculation Example

The first step in determining your close rate is identifying the total number of your successful sales opportunities. This should include any won opportunities through sales and marketing efforts and any other forms of customer contact in the same period.

Next, add all the failed prospects from each channel or type of contact method used together. Remember — this isn’t just limited to emails sent out but could also include phone calls and face-to-face field sales meetings.

Finally, divide the total number of won opportunities by the total number of prospects contacted and multiply it by 100 for a percentage result. For example, if 5 out of 10 prospects were won, then 5 ÷ 10 x 100 = 50% would be the overall close rate.

Who Uses the Sales Closing Rate Metric?

The close rate metric is primarily used by sales teams and marketers, as it allows them to track their progress in converting leads into customers and overall sales success. However, it can also be helpful for businesses that are looking to understand which channels, trends, or sources of contact prove most effective in generating high-value customers and opportunities.

What Is a Good Close Rate?

The answer to this question varies greatly depending on the size of the business and industry. Generally speaking, businesses within services industries tend to have a higher close rate than those within products. However, typically, analysts believe that the best-in-class companies close around 30% of their sales leads while average sales close rates hover around 20%.

What Factors Impact Close Rate?

Close rate can be impacted by several elements, including contact frequency, type of offer presented, customer engagement, and feedback. Sales teams and sales reps should constantly assess the effectiveness of their sales approaches to ensure they are targeting potential customers in the most efficient way possible.

Here’s a deeper look at the main factors that affect your lead-to-close rate:

Contact Frequency

A business’ contact frequency can hugely affect the closing ratio. Evaluate how often you reach out to leads to understand what works best. Some businesses may find that contacting prospects every two to three days is most effective, while others might benefit from only sending emails once per week or every quarter.

Type of Offer Presented

The type of offer presented to potential customers will also impact the closing ratio. For example, if a company offers discounts or promotions, it may be difficult for customers to resist the temptation, leading to higher sales and a higher closing ratio. Alternatively, a company should consider providing additional options (such as free shipping or personalized support) so prospects feel more valued when making a purchase decision.

Customer Engagement

A customer’s engagement level with a business can also impact the closing ratio. If new and existing customers interact with content and engage on social media and in marketing efforts, they are likelier to purchase the good or product in question, improving total sales.


Lastly, feedback from customers is extremely important for businesses to assess the lead-to-close rate and understand what works and what doesn’t. You and your team should constantly be listening to customer feedback to make changes within your sales process, so you can further improve sales efforts in the future.

How to Improve Your Close Rate

close rate factors

As a business owner, closing a deal is the ultimate goal. However, it can be challenging to get potential clients to commit to your product or service.

Here are some tips on how you can improve your close rate and lead quality:

  • Understand your customers’ needs: Before selling your product or service, ensure you understand your customers’ needs. Ask questions and listen carefully to their answers. This will show them that you care about their specific situation and are not just trying to make a sale.
  • Build rapport: Building rapport with potential clients is crucial in gaining their trust and increasing the chances of closing a deal. Take the time to establish a connection with them by finding common ground or sharing personal experiences.
  • Highlight unique selling points: What makes your product or service stand out from the competition? Highlight these unique selling points to show why your offering best fits their needs.
  • Overcome objections: Be prepared for objections and have responses ready to address them. This shows that you have thought through any concerns they may have and are confident in your ability to provide a solution.
  • Follow up: Following up with potential clients after an initial meeting or conversation can help keep you top of mind and increase the likelihood of closing a deal. Send personalized follow-up emails or messages, and continue addressing any concerns they may have.

Final Thoughts

So, what is close rate? This important metric informs your sales and marketing team of how well they’re doing at turning leads into customers. This closing ratio not only helps you determine whether you’re efficiently converting leads into customers, but it can also help you make adjustments to ensure maximum success in the future.

With this knowledge, you can refine and optimize your sales process so more prospects become paying customers. In short, knowing what close rate means can provide valuable insight into the health of your business year-round.