The 12% drop that was three deals

Most movements in a monthly report carry no information at all, and the meetings they trigger tend to leave the business worse off than doing nothing would have.

By Steve 5 min read
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A sales conversion rate falls from 30% to 22%. That is a 25% decline, and it appears in red on the management pack. Someone asks what changed. By the end of the meeting there is a plan: revise the qualification criteria, tighten the follow-up cadence, look again at the pricing on mid-sized jobs. Now the arithmetic. The team quoted 40 jobs and won 12, then quoted 40 and won 9. The entire movement is three deals. On a base that small, a swing of that size will happen regularly for…

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