When it comes to measuring sales success, the terms close rate vs. win rate often come up, but many sales teams struggle to understand how they differ — and why both matter. While they might sound similar, these two metrics offer distinct insights into how well your team is performing.
In this article, you’ll learn the differences between close rate vs. win rate, how to calculate them, why each is significant — and most importantly, how you can improve both to boost your customers’ buying process and your sales outcomes.
Let’s begin by defining both terms.
What is a close rate?
Your close rate is the percentage of leads or potential customers that end up making a purchase or completing a desired action. It’s a way of measuring how effective your salesperson or team is at turning interested leads into paying customers.
How to calculate sales close rate
Use the following formula to calculate your sales close rate:
Close rate = (Number of deals closed / Number of leads) x 100%.
For example, if your business had 100 leads and 20 of them bought your product:
Close rate = (20/100) x 100% = 0.2 x 100% = 20%.
This is a key metric that shows you how successful your efforts are in closing deals and can help you identify areas for improvement in your sales process.
What is a win rate?
A win rate is the percentage of sales opportunities or deals that you successfully win compared to the total number of opportunities you’ve worked on in a specific period. Your win rate reveals key trends and insights like:
- Peak sales periods.
- Top-performing sales representatives.
- Successful sales strategies.
- Common reasons for winning or losing deals.
How to calculate sales win rate
The formula for calculating the sales win rate looks like this:
Win rate = (Total amount of closed-won deals / (closed-won deals + non-closed)) x 100%.
Take the total amount of sales within a specific period, divide that by the total number of sales opportunities in the same period, and multiply the answer by 100 to get your answer as a percentage.
So, for example, let’s say you have 30 closed-won deals and 10 non-closed. Your sales win rate formula would look like this:
Win rate = (30 / (30 + 10)) x 100% = 0.75 x 100% = 75%
What are the differences between close rate vs. win rate?
Close rate and win rate are both key metrics in sales, but they focus on various aspects of the sales process. While they might sound similar, understanding how to use each one can help you get a clearer picture of your business’s sales performance. Let’s break down the key differences.
Definition and scope
Close rate is a measure of how many leads or potential customers you turn into actual buyers. It’s about converting interest into a sale. On the other hand, win rate refers to the percentage of sales opportunities you win compared to all the opportunities you pursue.
Calculation method
Close rate is typically calculated by dividing the number of successful conversions by the number of leads or contacts you’ve engaged with. The win rate, however, is calculated by dividing the number of deals you win by the total number of opportunities for which you’ve competed.
Focus and insight
Close rate focuses on the efficiency of your sales process and how well you’re converting interest into action. Win rate gives you valuable insights into your competitiveness and how well you stack up against other companies in your market or industry.
Performance indication
Close rate indicates how well sales teams manage their pipeline, while win rate reveals how effectively they win deals. So, a high close rate with a low win rate may suggest issues with sales strategy or pricing.
Strategic implications
A low close rate might indicate you need to improve your qualification process or sales pitch, whereas a low win rate suggests you may need to adjust your overall strategy to be more competitive. The focus of improvement differs depending on which metric you’re looking at.
Time frame consideration
Businesses usually measure close rates over shorter time periods since they reflect the immediate success of converting leads into customers. Win rates often require a longer perspective, as they consider the outcome of complete sales cycles or competitive bids.
Impact on business metrics
Both metrics impact key business metrics in diverse ways. A high close rate typically leads to more revenue from existing leads, improving overall cash flow. Conversely, a high win rate could help you capture a larger share of the market, driving growth over time. Both play a key role in forecasting sales performance and planning for future growth.
How to improve your close rate and win rate
If you’re tired of watching potential deals slip through your fingers, here are seven actionable strategies to help you seal more deals and propel your sales team forward.
1. Refine your lead qualification process
Identify high-quality leads from the get-go by refining your qualification process using the appropriate criteria. This involves:
- Asking the right questions.
- Assessing buyer intent.
- Scoring leads accurately.
Effective lead qualification helps you focus on viable prospects and avoid wasting time on unqualified leads.
2. Implement effective follow-up strategies
Don’t let leads go cold! According to our research, 80% of sales are made between the fifth and twelfth points of contact with a prospect. Implement a structured follow-up process to nurture leads and keep them engaged. Do everything you can to keep that conversation flowing, which might involve:
- Scheduled emails.
- Phone calls.
- Personalized messages.
- In-person meetings.
3. Leverage data analytics and CRM tools
CRM software and other communication tools allow you to track customer interactions, monitor sales performance, and gain valuable insights from collected data. This helps you make informed decisions and optimize your sales pipeline and entire strategy.
If you’re a QuickBooks or Xero user, Method is the #1 CRM tool for you. It helps your close rate and win rate by keeping your follow-ups on point and your deals in check, so no opportunity slips away. With a clear view of every lead, you’ll prioritize the right prospects, win more deals, and grow your business without breaking a sweat.
Plus, you get access to powerful workflow automation, customer portals with e-signature functionality, personalized communication tools, and much more. Check out the video below to learn more about what Method makes possible for your business.
4. Conduct competitive analysis
Stay ahead of the competition with regular analysis and research. As a part of your research process, make sure you:
- Identify market gaps.
- Assess rival strengths and weaknesses.
- Adjust your sales strategy accordingly.
This ensures you’re always one step ahead of the competition.
5. Focus on customer needs and pain points
Focus on gaining a deep understanding of your customers’ needs, pain points, and motivations. Tailor your sales approach to address these concerns and demonstrate how your solution can solve their problems. Engage in a dialog with your prospects to handle objections and answer questions.
The better your customer service, the more likely you are to convert your prospects. Plus, this is a key opportunity to build your reputation and generate brand ambassadors and word-of-mouth referrals.
6. Align sales and marketing efforts
When sales and marketing teams are on the same page, leads are better nurtured and messaging is consistent throughout the customer’s buying journey. Collaborative efforts ensure that Marketing provides high-quality, targeted leads, while Sales follows up with tailored, relevant solutions that close deals faster.
7. Leverage social proof and case studies
Build credibility and trust with potential customers by showcasing success stories and social proof. To demonstrate your solution’s value and effectiveness, you should share:
- Case studies.
- Testimonials.
- Reviews.
Wrap-up: What to remember
While they are interconnected, understanding the differences between close rate vs. win rate is crucial to implementing a fully functional sales strategy.
Your close rate reflects your ability to convert leads into customers. Improving your close rate should be a key focus if you’re looking to:
- Optimize your sales process.
- Increase efficiency.
- Maximize the potential of each lead.
Win rate, on the other hand, is crucial for understanding how your solution compares to others and can indicate how well your team is positioned in the market. It gives you insights into what makes your overall strategy effective, revealing key trends both internally and externally.
Improving your close rate can positively impact the win rate and vice versa, so you want to focus on both metrics to improve sales performance.
Ready to improve both your close and win rates without the manual effort? Try Method free for 14 days.
Close rate vs. win rate FAQs
What’s more important between close rate vs. win rate?
Close rate and win rate are both crucial sales metrics, but they measure different aspects of the sales process. The importance of each metric depends on your sales strategy, goals, and stage of business growth.
What is the difference between conversion rate and close rate?
Conversion rate measures the percentage of leads that take a desired action (e.g., scheduling a demo), while close rate measures the percentage of opportunities that result in a closed deal.
What is a quote-to-close ratio?
The quote-to-close (QTC) ratio measures the percentage of quotes or proposals that result in closed deals, indicating sales effectiveness and pricing accuracy. A higher QTC ratio suggests strong sales performance, while a lower ratio may indicate room for improvement in sales and pricing strategy.
