Close rate (agency)
Close rate is the share of qualified sales conversations that become paying clients. A founder-led agency selling a considered service typically runs 20% to 30%; under 15% the sales process is the constraint rather than the pipeline.
Measure it against qualified conversations, not against total leads. Mixing the two produces a number that moves whenever lead quality changes and tells you nothing about the sales process.
The most common cause of a low close rate in an agency is running discovery and pricing on the same call, which forces a prospect to judge a price before they have agreed on the problem.
How Hydra uses it
Hydra separates discovery and pricing into two calls as a default, which is the change that moved Fraggell Productions from £23k to £110k a month over 24 months.
Related terms