Measuring Marketing

Chapter 102 Close Process and Close Ratio

Measurement Need

To evaluate each salesperson’s performance.

Solution

Two tools are useful in measuring the sales close:

1. The close process
2. The close ratio

The Close Process

Historically, there are several known variations on the typical sales cycle process, including AICP (awareness, interest, conviction, purchase) and AICTR (awareness, interest, conviction, trial, repeat). As sales have grown in sophistication, so too has the close process and, consequently, the steps involved in the time to close. This is represented in Figure 102.1.i

Figure 102.1: Interest in the Events in the Sales Process ...