Your Close Rate Is Lying to You#
I spent years tracking one close rate number. One number for the whole agency, updated monthly, compared against whatever benchmark my carrier gave me. And for years, that number told me almost nothing useful.
My overall close rate sat around 22%. The benchmark was somewhere in the mid-30s. So I knew I was “below average.” Great. Now what?
That single number didn’t tell me why I was at 22%. It didn’t tell me which leads were closing and which weren’t. It didn’t tell me whether the problem was my sales process, my lead sources, my quoting presentation, or something else entirely. It just sat there on a dashboard, being unhelpfully red.