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What is the average closing ratio in web sales?

by lord diamond
10 replies
By this I mean you're a salesman who does cold calling as well as in person sales to businesses that either have a website that needs to be redone, or does not have a site at all but needs one.

The sale consists of all standard web features: design, graphics, development, SEO, content, photography, etc. whatever you need.

What is the average closing ratio for 1. cold calling and 2. in person (first meetings), for both types of client, (one that has one and one that does not have one)?
#average #closing #ratio #sales #web
  • Profile picture of the author Jason Kanigan
    I suppose technically there is a statistical "average", but it doesn't apply to you.

    Got that?

    There is no average for you right now.

    You need to get out there and have conversations with prospects.

    Collect data on Your Own Efforts. Don't worry about what anyone else is doing, because their skill, experience, connections, and whatever other factors have ZERO connection with you.

    Track the number of:

    > Dials

    > Conversations

    > Sales

    and you will begin to develop your own ratios.

    And from THIS baseline, you can begin to see your own averages...and then improve upon them.

    But they only apply to you.

    Get out there and get into selling situations you don't know how to get out of--and then you can come back and ask about those.

    Anything else at the point where you're at now is merely avoiding the work.
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    • Profile picture of the author tryinhere
      Originally Posted by Jason Kanigan View Post

      I suppose technically there is a statistical "average", but it doesn't apply to you.
      Got that?
      .
      I think the OP was asking the question in general to get a feel for a benchmark for them to set as a guide and then to set their own real time results against, not to be bashed and bullied for asking a simple question.
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      • Profile picture of the author Freebiequeen1999
        Originally Posted by tryinhere View Post

        I think the OP was asking the question in general to get a feel for a benchmark for them to set as a guide and then to set their own real time results against, not to be bashed and bullied for asking a simple question.
        Simple fact - way too many variables, no way to predict this

        Now....I suppose some will try to give their "system" to predict or qualify "stats"
        but it would not be useful cause once again - just too many variables
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  • Profile picture of the author Freebiequeen1999
    LOL....stop thinking and start dialing.

    So many variables - as Jason has pointed out to you.

    Don't over complicate it - just do it.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by lord diamond View Post

    By this I mean you're a salesman who does cold calling as well as in person sales to businesses that either have a website that needs to be redone, or does not have a site at all but needs one.

    The sale consists of all standard web features: design, graphics, development, SEO, content, photography, etc. whatever you need.

    What is the average closing ratio for 1. cold calling and 2. in person (first meetings), for both types of client, (one that has one and one that does not have one)?
    Do you mean just dropping by, or you have an appointment, and they know why you are coming?


    And we would need to know quite a lot more, to be of any real help. What's your price point? Is there a niche, or any business? Do you have clients now? Have you done sales before? What kind? It make a whole lot of difference.
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  • Profile picture of the author ewenmack
    Originally Posted by lord diamond View Post

    By this I mean you're a salesman who does cold calling as well as in person sales to businesses that either have a website that needs to be redone, or does not have a site at all but needs one.

    The sale consists of all standard web features: design, graphics, development, SEO, content, photography, etc. whatever you need.

    What is the average closing ratio for 1. cold calling and 2. in person (first meetings), for both types of client, (one that has one and one that does not have one)?
    How are you going to handle the other 3 callers the biz owner
    has already received for web design, seo that day?

    The quality of your answer will give us a clue
    as to your ratio.

    Until then, you are on your own.

    Best,
    Doctor E. Vile
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  • Profile picture of the author savidge4
    Originally Posted by lord diamond View Post

    The sale consists of all standard web features: design, graphics, development, SEO, content, photography, etc. whatever you need.

    Hi we do it all! this can turn to sounding desperate real fast... and your close percentage.. 0%


    So the question is: what of the list are you strongest at?
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    • Profile picture of the author lord diamond
      Originally Posted by tryinhere View Post

      I think the OP was asking the question in general to get a feel for a benchmark for them to set as a guide and then to set their own real time results against, not to be bashed and bullied for asking a simple question.
      True!

      You know I really like me a good benchmark! Especially on CPUs...

      But I can't seem to find any data online about web sales ratios.

      Originally Posted by ewenmack View Post

      How are you going to handle the other 3 callers the biz owner
      has already received for web design, seo that day?

      The quality of your answer will give us a clue
      as to your ratio.

      Until then, you are on your own.

      Best,
      Doctor E. Vile
      I'm gonna cast my hooks, shoot for an appointment, cast some more hooks, and blast my presentations as best as my data will allow me too!

      The market may be saturated... But you know, I see an awfully large amount of really poor websites out there and know that I could do better.

      Almost every business owner has a company site, why not get it right finally?

      Originally Posted by savidge4 View Post

      Hi we do it all! this can turn to sounding desperate real fast... and your close percentage.. 0%


      So the question is: what of the list are you strongest at?
      I'm actually in a position to subcontract some of my work out to independent freelancers if the work load winds up being to much.

      But you know what?

      "We do it all" does sound desperate. Maybe I should have included some extra data, but honestly, I thought this was a pretty short and simple question.
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      • Profile picture of the author savidge4
        Originally Posted by lord diamond View Post

        "We do it all" does sound desperate. Maybe I should have included some extra data, but honestly, I thought this was a pretty short and simple question.
        Here is the thing.. for local business I just short of do it all. I do printing, I do large format ( banners POS displays etc ) I do vinyl for vehicles and store fronts. I did web design, and social, and SEO and graphics, and photography and video and and and.

        over the more than few years I found that focusing on one service to approach a business with, and bringing in the other vertical services later made the acquisition process easier.

        With web design in particular It is easy to integrate the graphic, photography, content, SEO etc as upsells, but the focus of he sales pitch has direction at that point.. it goes from we can help you with this and that and he other to.. we are a full service Web Design firm.

        it changes the dynamic of what you are selling, and how you are selling it.

        To get an idea of what your percentage should look like.. there are just a ton of factors. out of 100 calls what's your "reach rate"? ( getting passed the gate keeper ) how many of those are actually qualified to make a purchase? and then how many of those do you actually close.

        An ideal reach rate is for me is somewhere North of 15% I like 30% or greater if possible... but it doesn't always happen. From there I like to qualify 25% of those leads.. again doesn't always happen. and of that I am looking to close 25% of that. ( Again these are what I would consider ideal )

        So you break down the numbers out of 100 if I reach 30% that's ( 30 ) I want to qualify 25% of those ( 7.5 ) and I want to then close 25% of those ( +/- 2 )

        Currently with the service I am selling.. My reach is FAR higher.. my qualifying is far lower.. and my close rate is low as well. but in my local market..my contact to close rate over a period of time was approaching 80%

        So what should you expect? somewhere between 1% and 80% I presume.. so now maybe you can see why what seems like a simple question /answer isn't exactly just that.

        IF you absolutely wanted a standard average of averages then I would say 25% 25% 25% would be the numbers I would try to obtain. ( 25% reach rate, 25% qualify rate, and 25% close rate )
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  • Profile picture of the author wsands
    This is kinda like saying "How tall is an American?"

    I think the only closing ratio that matters is your own. Is the amount of work you do to close one deal worth it? If not, how can you improve your ratio? Better prospects? Better sales? Better product? Better what?

    When it comes to "We do it all"... We do it all, but I don't think we come across as desperate, it depends on how you present yourself.

    Would you rather get all this from several different companies and have to get them to coordinate on your behalf? Or would you rather just get all these services from one person and pay one monthly fee to get it all taken care of?

    EDIT: In response to the other 3 callers that business owner has had that day, I bet not one of them walked in their door, shook their hand, looked them in the eye and showed genuine interest in their business growing.
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    Hi, I'm wsands and I approve this message.

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