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How AEs Can Boost Their Sales Closing Rate (20+1 Bonus Tips)

what is a good closing percentage in sales

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Have you ever wondered how successful your sales team is at converting leads into actual sales? The idea of sales closing rate/sales close rate/ sales closure rate/sales closing ratio is helpful in this situation. It speaks of the proportion of sales prospects that end in a closed contract or a successful sale. Sol, let's discuss what's a good sales closing percentage.

What Is a Good Sales Close Rate?

You may ask, "That's the same thing as the sales conversion rate, right?" Although they are connected, there is a significant distinction. 

Sales conversion rate measures the percentage of leads converted into actual sales, whereas sales close rate focuses specifically on those opportunities that have made it to the sales closing stage.

So why does measuring sales close rate matter? 

Well, it provides valuable insight into the effectiveness of your sales process, highlighting areas where improvements could be made. 

In this article, we are going to cover the top 5 points:

  • What’s Sales Closing Ratio Formula
  • Analyzing Closing Ratios
  • Uncommon Challenges that the Sales team faces in closing sales deals
  • Practices on how to boost average closing rate for sales
  • Conclusion

What’s the Sales Closing Ratio Formula

The sales closing ratio formula is as follows:

Sales Closing Rate = (Number of Sales / Number of Sales Opportunities) x 100%

Divide your total number of sales by the number of sales opportunities you've had to arrive at this simple figure. You'll get a response with a percentage that represents your closure rate.

For example: if you've made 10 sales out of 20 opportunities, your closing ratio would be 50%.

The closing sales formula is a calculation that helps businesses determine their sales closing rate. 

Analyzing Sales Closing Rate

Analyzing the closing ratio can provide valuable insights into the effectiveness of a company's sales strategy. By tracking the number of sales made compared to the number of sales opportunities presented, businesses can identify areas for improvement and can increase sales by 24%

For example: if a company has a low closing ratio, it may need to re-evaluate its targeting, improve its sales pitch, or address customer objections more effectively.

Uncommon Challenges Sales Teams Face in Closing Sales Deals

Below are the top 10 challenges your sales team might face in closing deals:

  1. Resistance to change: 
  • At this point, customers could be cautious about changing from their present solution to a new one. Sometimes, it's difficult to persuade people to try new things because they prefer to stay within their comfort zone.
2. Price objections:
  • This is when customers feel that the proposed solution is too expensive. Consumers are constantly seeking the greatest deals, so the sales team must present a convincing argument for why the solution is worthwhile.
3. Competition:
  • This is when other companies offer similar solutions at a lower price or with better features. Also,  It's crucial to distinguish your product in a crowded market and make sure that clients recognize the distinctive value that your solution offers.
4. Lack of trust:
  • Building a bond and establishing trust with a customer takes time and effort, but it's critical for a successful sale. A customer isn't likely to be willing to buy if they don't feel trusted.
5. Unclear value proposition:
  • The customer might not fully see the benefits that the suggested solution will offer at this point. Therefore, to help consumers choose correctly, explaining the benefits and how much they'll get back from their investment is important.
6. Long sales cycles:
  • Moving a customer through the sales process and closing the deal can take a lot of time and effort. Patience and persistence are key in these situations.
7. Limited resources:
  • They may have limited time, budget, and human resources to pursue new deals. It's important to prioritize the most promising leads and focus on the most effective sales strategies.
8. Difficulty identifying decision-makers:
  • It can be difficult to find the individuals within an organization who have the authority to make a purchasing decision. This requires careful research and networking to build relationships with key stakeholders.
9. Poor product fit:
  • This is when the proposed solution may not align well with the customer's needs and requirements. It can be challenging, but  It's important to thoroughly understand the customer's pain points and requirements to ensure that the proposed solution is a good fit.
10. Inaccurate forecasting:
  • They may have difficulty predicting when a deal will close, leading to missed quotas and unrealistic expectations. Accurate forecasting requires careful tracking of the sales pipeline and a clear understanding of each stage of the sales process.

How to Increase Sales Close Rate

Until now, we have looked at the uncommon challenges that sales teams face when closing deals. In this next bit, we will look at the top 20 practices you can implement to boost your closing rate for sales:

1. Streamline Low-Value Tasks

Streamlining low-value tasks can help increase your sales closing rate by allowing you to focus on high-value activities that directly impact revenue. 

For instance, you can use automation software like Zapier and Hubspot to accomplish these chores rather than using your time manually entering data into a CRM system.

This increases your opportunity to engage with potential customers and meet their needs, which may boost your likelihood of closing a deal. Additionally, it can assist you in prioritizing lead nurturing, customer interaction, and follow-up actions.

2. Systematize Your Process

Systemizing your sales process can help increase your sales closing rate by creating a clear and organized structure that guides you through each step of the sales journey.

You can make sure that you are contacting potential consumers at the appropriate time and with the appropriate message by developing a systematic procedure for sales lead qualification and sales lead follow-up.

This can help you build trust and credibility with your leads, increasing the likelihood of closing a sale. Also, it can help you prioritize your efforts toward high-value opportunities and allocate your resources effectively.

3. Clean Your List

Cleaning your unwanted sales prospect list can help increase your sales closing rate by ensuring that you are targeting the right audience and avoiding wasted efforts on leads that are unlikely to convert.

Delete old or out-of-date lead lists from your system to avoid sending messages to inactive or irrelevant contacts.

This data audit and enrichment can help you focus on engaging with high-quality leads who are more likely to convert into paying customers. Also, it can increase engagement with your leads, help you forge better bonds with them, and increase your chances of making a sale.

4. Increase Touch Points for More Qualified Leads

Increasing touch points for more qualified leads can help increase your sales closing rate by improving the frequency and quality of your interactions with potential customers.

With digital marketing techniques like email campaigns, LinkedIn, and calling, you can connect with your target market at different sales funnel stages. After that, you can provide them with information that addresses their needs and pain points.

This can help you build trust and credibility with your leads, increasing the likelihood of closing a sale. Also, it can help you overcome objections, build rapport, and move your leads closer to a buying decision.

5. Leverage Local Caller ID

Leveraging local caller ID is a tactic used by sales teams to increase their sales closing rates by making their calls appear to come from a local phone number.

For instance, you may be stationed in New York City and decide to use a local Los Angeles phone number as your caller ID when calling a prospect in Los Angeles.

This can improve the odds of a successful sales call by helping to create a relationship with the prospect. Also, prospects are more likely to respond to a call from a local number than from an obnoxious or out-of-state number, which aids in building confidence with them.

6. Respond To Leads Faster

Focusing on establishing a trusted relationship with potential customers is one practical strategy. You can increase the likelihood that your clientele will choose to engage with you by taking the time to comprehend their needs and providing solutions that address them.

You may be trying to persuade a prospective customer to buy a piece of software. Start by getting to know their company and the difficulties they're having rather than just promoting the product's benefits.

7. Stay In Touch For Reselling Opportunities

Staying in touch with previous customers is a great way to increase sales closing rates. You may improve the likelihood that they'll use you again when they need your product or service by keeping in touch with them and being at the top of their minds.

Consider the scenario when you are pitching a customer on marketing services. You may keep in touch with them after a successful campaign is over to find out how their company is doing and if they have any new demands.

8. Create Your Sales Call Script

A well-planned strategy can help you guarantee that you cover all the essential topics and increase your chances of success while writing a sales call script.

Let's take the example of telephone insurance policy sales. You might begin your script by extending a kind welcome and outlining the reason for the call. After that, you might give a quick review of the many forms of insurance you offer and their advantages.

If the client expresses any concerns or objections, you can address them by providing more information. Finally, you can close the call by asking for their business and providing a clear call to action, such as scheduling a follow-up appointment or sending them a quote.

9. Use The Right Words

It's crucial to use language that connects with potential consumers and gives them a sense of worth and understanding. A sense of urgency and motivation to act may also be created by employing precise, tangible words and phrases.

A healthcare company might use language that emphasizes the benefits of its services, such as improved patient outcomes, reduced costs, and enhanced patient experience. For example, they might use phrases like "innovative treatments" or "compassionate care" to appeal to potential patients.

10. Ask One Question at a Time

It enables you to concentrate on one important detail at a time and generate a direct response from the possible client. Also, it can aid in preventing misconceptions or confusion that could result from asking several questions at once.

A financial services company might ask potential clients questions about their financial goals, one at a time. For example, they might ask "What are your top financial goals for the next year?" and then follow up with additional questions to better understand the client's needs and how their services can help achieve those goals.

11. Ask Open-Ended Questions

It allows you to obtain more specific information about the requirements and objectives of the potential client, which may help you personalize your pitch more successfully. Moreover, open-ended questions promote interaction and increase the sense of involvement in the possible client.

Imagine yourself trying to convince a potential customer to buy the software. Rather than asking a standard question such as, "Do you need help managing your finances?" utilize an open-ended question such as, "What are your main challenges with managing your finances?"

12. Ask Deal-Closing Questions Subtly

It allows you to gauge the potential customer's interest and readiness to make a decision without being pushy or aggressive. Additionally, subtle deal-closing questions can help to create a sense of urgency and motivate the potential customer to take action.

A manufacturing company might ask potential customers questions that subtly emphasize the value of their product or service. For example, they might ask "Would you like me to explain how our product can help you achieve your goals?" or "Are you interested in learning more about how our service can benefit your business?" These types of questions can help the company highlight the benefits of its product or service and encourage potential customers to make a purchase.

13. Never Dodge Their Questions

It demonstrates honesty and transparency, which are important for building trust and credibility. Also, it demonstrates your commitment to listening to their worries and giving them the facts they require to make wise choices.

Imagine a scenario in which you're attempting to sell a product to a prospective customer, and they question the price. Instead of avoiding the topic by saying, "we'll get to that later," you may say something like," that's a great question, and I want to make sure I give you an appropriate response.

14. Never Give a Blind Quote

Blind quotes are generic and vague, and they do not reflect the specific needs and requirements of the potential customer. Instead, it's crucial to assemble as much information as you can regarding the job or service and then offer a price that is customized to their particular circumstance.

A software company might offer potential customers a consultation to better understand their needs before providing a quote. During the consultation, they can ask questions and gather information to ensure that the quote they provide is tailored to the customer's needs and budget.

You can then provide a quote that is tailored to their specific needs and requirements, which is more likely to resonate with them and increase the chances of closing the sale.

15. Show Them The Value 

Consumers are curious about the items they buy and how they will help them. Thus, it's crucial to describe how your product or service may address their particular wants and emphasize the advantages they will experience as a result.

Let's imagine, for example, that you are marketing software that helps small company owners in streamlining their operations. You may draw attention to the advantages of utilizing the tool, such as time savings and increased productivity, rather than just its features.

16. Learn The Art of Listening

By actively listening to your potential customer, you can understand their needs, concerns, and pain points. This will help you tailor your pitch to their specific situation and demonstrate that you're committed to addressing their unique needs.

For example, let's say you're selling a financial planning service to a potential customer. Instead of launching into a pre-prepared pitch, you might ask them questions about their financial goals and concerns. 

17. It’s OK to Say NO

Although it might be tempting to accept every possible client, doing so isn't always in your best interests or theirs. Saying no can prevent you from taking on clients that are the wrong match for your product or service, which can ultimately save you time and money.

Let's take the scenario when a potential consumer requests a discount that you are unable to provide. Instead of agreeing to their request and potentially compromising your profits, you might politely explain why you cannot give a discount and suggest alternative options.

18. Know Your Product

By having a deep understanding of the features, benefits, and unique selling points of your product, you can effectively communicate its value to potential customers. This can help you build credibility and trust, which are critical to closing sales.

For example, let's say you're selling a software product that helps businesses automate their bookkeeping. By knowing the product features and benefits, you can effectively communicate to potential customers how the software can save them time and money, reduce errors, and improve accuracy. 

19. Stop Trying To Close

Stopping trying to close may seem counterintuitive to increase your sales closing rate, but it can be an effective strategy. Instead of focusing on closing the sale, focus on building a relationship with the potential customer and understanding their needs. 

Think about the situation in which you're attempting to pitch a prospective customer on a piece of marketing software. Instead of pushing for the sale right away, you might start by asking questions to understand their current marketing challenges and goals. 

20. Improve The Closing Skills of Your SalesPeople

Providing regular training and coaching can help your sales team develop effective closing techniques and strategies. This can include role-playing exercises, feedback sessions, and ongoing support and guidance.

Let's take the scenario of you managing sales for a software firm. You might provide regular training sessions to your sales team focused specifically on closing skills, such as objection handling and deal-closing techniques. 

Wrapping Things Up with Bonus Tip

A sales close rate refers to the percentage of deals that sales representatives successfully close with customers. It's a crucial metric for any sales team as it directly impacts revenue and profitability. However, there are numerous aspects of the sales process that AEs need to handle, making it challenging to focus solely on closing deals. 

Fortunately, outsourcing sales development work to companies like Revnew can alleviate this task. By entrusting lead prospecting, outreach, nurturing campaigns, and appointment settings to such a company, AEs can free up their time to focus on what they do best - closing deals.

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