Six in ten demos close. One in eight enquiries gets a demo.

The worst-converting stage in your sales process is the obvious place to invest, and often the wrong one. The arithmetic explains why.

By Steve 5 min read
Abstract bridge artwork for Six in ten demos close. One in eight enquiries gets a demo.

A sales process with two stages, 1,000 enquiries a year, 12% of them reaching a demo, and 60% of demos closing, produces 72 wins. Look at that funnel and the eye goes straight to the 12%. Something is clearly broken at the front. The 60% looks healthy, close to a ceiling, not worth touching. That instinct is right about half the time, and when it is wrong it is expensive, because the fix pushes cost into the parts of the business least able to absorb it. The question worth answering…

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