20 sales closing statistics you need to know in 2024

No matter what business you're in, closing sales is a big part of it. Converting leads to customers involves a determined, knowledgeable sales team and process to get your products or services out there. Sales stats can help you better understand the industry's landscape and know where to focus your efforts. 

Nov 28, 2023

Read. 9 min.

20 sales closing statistics you need to know in 2024

Let's dive into some sales statistics about closing a sale and making a profit.

From common challenges to timing and sales strategies, here are some interesting closing statistics to remember as you focus your efforts on conversions.

1. Closing is still a priority

While generating leads and boosting customer satisfaction has overtaken closing in recent years, it still has a spot in the top priorities of marketers. About 15% of marketers said closing more deals was their top priority for the next year. 

Of course, those other activities play a big role in closing deals and are important to the bottom line overall. Consider a company known for exceptional customer service — their buyers may be more enticed to buy, indirectly improving the close rate. However, generating leads can only benefit your company so much if you aren't converting those leads to buyers.

2. Closing is very challenging

There are several different parts of the sales process. But closing deals ranks below prospecting and engaging decision-makers as the most difficult part of the process, with 35% of salespeople saying it's the hardest part of sales. 

Using tools to improve and speed up close rates can help closing become a less daunting process that is an everyday part of sales. And, of course, it can boost your bottom line by giving your sales team the analytics, insights, and tools to ease the closing process.

3. You hate low-price competitors

One of the reasons closing is very challenging is that you have to compete with your low-price competitors. About a third of respondents said that competing against low-cost providers was a major challenge to overcome

Whether advertising convenience, higher quality, or something else, you'll want to make your unique benefits known and engage with your clients in a manner that stands out. That can save you from lowering your prices to compete, maintain your profits, and help you close deals.

4. The closing process is changing

The move to virtual environments is changing the way we close deals. About 19% of respondents in one survey said engaging customers in a virtual environment was among their top three challenges. Another common difficulty was accessing decision-makers but adapting to these virtual environments can be a tool rather than a hindrance. 

With more work done online, tools geared toward smooth digital communication can make a big difference. If you can reach out to your prospects quickly and meet their needs through fully virtual mediums, you have a competitive advantage.

Get a blueprint from Laura Leap, Senior AE at Samsara, on how to crush your quotas:


5. Not all opportunities get closed

Don't be discouraged if you aren't closing the majority — or even a fifth — of opportunities. Close ratios are measured by the number of opportunities created over a given period divided by the number of opportunities closed. Every industry differs, but some examples based on industry include: 

  • Finance averages 19%
  • Business and industrial organizations average 27%
  • Computer software averages 22%
  • Computers and electronics average 23%

Close ratios are a good way to measure performance, so you'll want to monitor them across your team.

6. Less than half of proposals are won

Even the majority of proposals don't turn into closed deals. The win rate is calculated similarly, but it looks at just the opportunities that make it to the proposal stage. Across all industries, the win rate is 47%. As you might imagine, the best performers had high win rates. 

This stat is a good measure of the closing process and can help you identify issues at this stage. Your sales team should understand their purpose, use their time wisely, and increase connections to help boost your win rate.

Close ratios often influence compensation

7. Close ratios often influence compensation

Closing is so critical that it often determines how much your sales teams will earn. Although the number has decreased in recent years, closed/won revenue is identified as the most significant variable influencing sales representatives' compensation, according to about 45% of respondents. Multi-variable compensation packages are likely to blame for the decreased emphasis on this metric and can provide holistic review processes based on more information.

8. Reps love end-of-month

To hit their monthly quota and earn their compensation, most of your sales reps work harder at the end of each month. Offering better terms to these last-minute buyers helps both parties because they know the company is willing to help make their numbers look good. Salespeople close three times as many deals at the end of the month as the rest of the time — however, their overall deal size drops by 34.5%.

There's a complicated relationship at play here, so it's important to assess the relationship between the timing and value of your sales.

9. Virtual tools are becoming more and more necessary

By the end of 2023, chief sales officers expect nearly 60% of the sales force to be operating virtually. We know virtual tools are becoming more important in the wake of 2024 and as modern technology advances, but this number drives home just how much of sales will be done digitally. While face-to-face experiences are still valuable, you should invest in virtual communications technology like easy instant messaging, secure electronic signatures, and fast content creation to stay competitive.

10. More deals get closed on Tuesdays

When it comes to closing, not every day of the week is equal. Tuesday continues to be the best day to contact leads, with a success percentage almost 20% higher than the average across all days. Fridays and Wednesdays were the worst days to call, with Monday and Thursday being about equal, not too far behind Tuesday. It may be worth looking at when your representatives are making the most sales and seeing if they can reorganize to make more contacts these days.

11. More deals get closed in the morning

Similarly, if sales reps make their calls between 9 and 10 a.m., they have a 45% higher chance of success. Morning contacts were overall 27.2% better than contacts made after noon. Check out when your sales contacts are happening. Consider automating touchpoints in the mornings to reach prospects when they're most likely to respond.

12. Customers may not need you as much as you think

The advent of self-service tools and advanced online research have made buyers less dependent on salespeople. About 57% of people believe buyers are less dependent on salespeople than a few years ago. 

We can look at the salesperson's role as more of a facilitator than a seller. Many buyers want to research the product on their own without pressure or time-consuming calls from salespeople. Think about how your salespeople can convert leads with this more modern mindset, emphasizing answering questions or being touchpoints for potential customers.

13. Buyers want to speak to representatives at certain times

In the consideration stage, 60% of people want to talk to a salesperson rather than during the awareness or decision stages. In comparison, 19% of consumers would like to call a salesperson during the awareness stage as they learn about your business. And only 20% of consumers want to talk to a salesperson when they're ready to buy.

Customers aren't likely to call you before they know they need your product, and they probably already know what you have to offer by the time they've decided they're buying. With this in mind, ensure you have resources and strategies to meet your customers' demands during the consideration stage.

14. Your leads trust some reps more than others

Sales reps are some of the least trusted workers out there. Just 6.7% of people said that information from sales was very trustworthy, versus almost 14% for customer service. When we add those who said sales and customer service were somewhat trustworthy, the numbers jump to 40.3% and 67.8%, respectively. Consider who your leads are likely to turn to for help and how you can use that information to close more sales.

15. The majority of business buyers have more online interactions than offline

With the rise in virtual communications, it's no surprise that most business buyers have more online interactions than offline ones. In 2021, the estimated split was 60% online interactions to 40% offline.

In addition to making these interactions as smooth as possible, you'll also want to ensure buyers have options. Your buyers should have freedom of choice for getting in touch, whether through emails, video calls, texts, live chats, or something else.

The majority of business buyers have more online interactions than offline

16. The disconnect between buyers and sellers is high

Sellers tend to think they behave how buyers want them to, but buyers tell a different story. For example, 50% of sales reps say they avoid being pushy during calls, but 84% of buyers with a negative experience said that sales reps were pushy. Similarly, 82% of salespeople said they tried to provide value to the prospect versus 34% of buyers who experienced it.

Sellers also seem more concerned about asking why the customer is purchasing than answering their questions, such as pricing. Just 23% of sales wanted to talk about pricing, while over two and a half times that, 58% of buyers wanted to talk about pricing on the first call.

The same goes for information on how your product works — 23% of salespeople focus on that, but 54% of first-time callers want a demo. Make sure you know what your buyers want to discuss and are including those concerns in your calls. 

17. Automation can help you work more accurately and efficiently

Automation and artificial intelligence (AI) are becoming vital to earning leads and closing sales. Some of the tasks that marketers are automating include task management, content automation, and chatbots. These tools are used by 58%, 42%, and 31% of respondents, respectively. Each one helps marketers work more efficiently, and AI has possibilities in almost every area of sales — it can automate tasks, make predictions, and much more.

18. Business buyers will pay more for a great experience

Customers know the value of the sales experience and the connection that can be made with a partner company. About 84% of business buyers say that experience is just as important as the product or service being sold, with around 67% willing to pay more for a great experience. These numbers underscore the importance of a positive sales process.

It may be worth investing more time and money into a sale if the company can earn more from it. Whether convenience, great customer service, or a superior selling process, there are many ways a positive experience can support a higher price point.

19. Customers expect companies to use new technologies

Your customers know the value of technology. They know it can help you target prospects who are the right fit and better meet their needs before discussing sales. Three-quarters of consumers expect companies to leverage technology for their benefit. That might look like more personalized advertisements or offering features and deals that better fit the customers' needs.

20. Relationships drive purchases

Business buyers are thinking about more than the bottom line — 84% of them are more likely to buy from a company that demonstrates an understanding of their goals, while 75% say vendor ethics are playing more of a role in purchasing decisions. Be sure to get these points across when talking with prospects.

Get ahead of the competition 

How do your figures compare to industry averages? Hopefully, these B2B sales statistics have helped you see the way the sales industry is evolving and how your business is keeping up. You might even consider using software statistics to have a deeper look at sales closing patterns. We've learned about the importance of understanding customer perceptions, what drives your sales reps, how both parties want to communicate, and much more. Consider taking a good look at how your organization aligns with these industry findings, and see if there's anywhere you can make changes.

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