What does it mean?

Closing Ratio

The percentage of prospects that a sales rep successfully ‘closed won’. This ratio is usually used to assess individual sales reps on their short-term performance, but it can also be used to evaluate profits, forecast sales, and so on. Improving a closing ratio usually requires bringing better-qualified leads into the funnel.

The Importance of Improving Your Sales Team's Closing Ratio

As a sales manager, you understand the importance of closing deals and increasing revenue. One of the key metrics that can help you achieve this is the closing ratio. A closing ratio represents the percentage of prospects a sales rep successfully closes. It is a critical metric to track as it helps you assess the individual sales reps' short-term performance, evaluate your team's performance, forecast sales, and determine what methods are working and need improvement. In this blog post, we will dive deep into why improving your team's closing ratio is essential, how you can improve it, and how it can positively impact your business's overall sales performance.

Increases Revenue and Bottom Line

Improving the closing ratio means closing more deals, bringing in more revenue, and increasing your bottom line. As a sales manager, you want to see results, and improving your sales team's closing ratio is the fastest way to achieve it. Not only will it help you improve your short-term revenue, but it can also contribute to long-term growth and increased market share.

Enhances Productivity

When your sales reps have a high closing ratio, they are efficient and productive. They know how to qualify leads, focus on the right opportunities, and close deals effectively. By improving your team's closing ratio, you can ensure that your sales reps are working on the right opportunities and that your sales processes are optimized to produce results.

Builds Confidence and Motivation

Sales reps are typically motivated by the wins they produce. By improving the closing ratio of your sales team, you can help build their confidence in their abilities, increase their motivation to perform, and create a culture of success. A high-performing sales team can drive a company's growth and generate greater results.

Provides Valuable Insights

An improved closing ratio can also provide valuable insights into your sales team's performance. By tracking the ratio, you can identify trends, what techniques are working, and what methods need improvement. You can also use it to evaluate your team's performance, identify areas where sales reps need coaching, and recommend process adjustments to help the team perform better.

Continual Improvement

The improvement of the closing ratio is not a one-off activity; it requires a continuous process of refinement. You must monitor progress regularly, analyze data, provide feedback, and optimize processes. You must also provide ongoing training to your sales team to help them improve their skills and stay updated on the latest trends and industry developments. Committing to continuous improvement can build a high-performing sales team with consistent results.

How to calculate the closing ratio

As the closing ratio measures a salesperson's success in converting prospects into customers, it represents the percentage of deals successfully closed compared to the number of opportunities or prospects.

The closing ratio formula is:
(Closed Deals / Total Opportunities) x 100

For example, if a salesperson closed 20 deals out of 100 opportunities, the closing ratio would be:
(20 / 100) x 100 = 20%

This means that the salesperson has a closing ratio of 20% or successfully closed one out of every five opportunities.

The closing ratio can be a helpful metric for evaluating a sales team's performance and identifying areas for improvement. By tracking the closing ratio over time and analyzing the factors contributing to success or failure, sales managers can develop strategies to improve the team's overall win rate and increase revenue.


Improving your sales team's closing ratio is essential to achieving revenue goals and building a winning sales culture. By focusing on this critical metric, you can track your team's performance, identify areas for improvement, and create a culture of continuous improvement. Remember, an improved closing ratio requires a concerted effort to bring better-qualified leads into the funnel, continually optimizing your sales processes and providing ongoing training and coaching to your sales reps. As a sales manager, it's up to you to lead your team to success and drive your business's growth.