Our team performed a meta-analysis of sales call conversion rate statistics across 25 industries to determine benchmarks. The average sales call conversion rate will vary between 13% to 25%, with influencing factors including:
- Industry
- Acquisition channel
- Price point of the product or service
This report measures how often sales-qualified leads (SQLs) convert to closed deals during sales calls. It does not reflect cold call conversion rates. All data was gathered from hundreds of companies to ensure strong sample size and reliable benchmarks.
Key Takeaways:
- Sales call conversion rates now range from 13% to 25%, depending on factors like industry, price point, and lead source.
- Industries like janitorial services and printing convert above 26%, while complex B2B sectors like industrial equipment fall below 9%.
- Lower product prices close faster, deals under $10K convert at 25.73%, while deals over $5M drop to 9.09%.
- Referrals are the strongest acquisition channel, converting at 25.56%, while cold calling remains the lowest at 9.38%.
Average Sales Call Conversion Rate by Industry
Sales calls don’t perform the same across every industry. Conversion rates are shaped by how each sector typically buys: some are built for fast decisions, while others rely on long sales cycles and committee approval.
Service-based industries like janitorial or office supply tend to close quickly, with conversion rates above 25%. In contrast, technical or enterprise-driven sectors like industrial equipment or software see much lower performance, sometimes under 10%. If you’re selling into a low-converting industry, success depends less on volume and more on precision, timing, and follow-through.
| Industry | 2025 Conversion Rate (%) |
| Janitorial and Cleaning Services | 27.15% |
| Printing and Publishing Services | 26.82% |
| Office Supplies and Equipment | 25.32% |
| Business Services (HR, Payroll, Marketing) | 24.47% |
| Food and Beverage Distribution | 24.56% |
| Consulting Services | 23.68% |
| Event Planning and Management Services | 22.76% |
| Training and Development Services | 22.22% |
| Real Estate Services | 20.55% |
| Insurance | 20.52% |
| Facility Management Services | 19.91% |
| Agricultural Equipment and Supplies | 19.35% |
| Security Systems and Services | 18.15% |
| Logistics and Transportation | 17.86% |
| Wholesale Distribution | 15.96% |
| Energy Solutions | 15.17% |
| Financial Services | 14.47% |
| Manufacturing Components | 14.34% |
| Chemical Products | 13.94% |
| Telecommunications | 12.72% |
| Pharmaceuticals | 11.99% |
| Medical Devices and Equipment | 11.66% |
| Construction Materials | 10.37% |
| Technology Solutions and Software | 9.39% |
| Industrial Equipment and Machinery | 8.37% |
Average Sales Call Conversion Rate by Price Point
Sales calls are often shaped by price resistance. The more expensive the product, the more conversations it takes to close. But that doesn’t mean high-ticket offers underperform. They just require more time and trust.
At the low end, products under $10,000 convert quickly. At the top end, enterprise deals over $5 million see far fewer wins per attempt. This section breaks down how conversion rates change as price points scale.
| Price Range | 2025 Conversion Rate (%) |
| $500 – $10,000 | 25.73% |
| $10,000 – $50,000 | 21.81% |
| $50,000 – $100,000 | 20.24% |
| $100,000 – $500,000 | 16.89% |
| $500,000 – $1,000,000 | 14.92% |
| $1,000,000 – $5,000,000 | 11.27% |
| $5,000,000 – $10,000,000 | 9.09% |
Average Sales Call Conversion Rate by Marketing Channel
Some leads come in ready to buy, while others might just be browsing. All in all, the marketing channel makes the difference.
This section compares how different acquisition channels perform once a lead reaches the sales call stage. If your team is struggling to close, it may have less to do with sales scripts and more to do with where those leads are coming from.
| Acquisition Channel | 2025 Conversion Rate (%) |
| Referral | 25.56% |
| Email Marketing | 22.83% |
| Search Engine Optimization | 21.22% |
| Partner & Channel Programs | 18.01% |
| Pay-Per-Click | 15.73% |
| Industry Events / Trade Shows | 13.59% |
| Social Media Marketing | 11.56% |
| Direct Sales & Cold Calling | 9.38% |
Further Reading & Requesting a Copy of this Report
For further reading, see our reports on customer acquisition cost by industry, marketing funnel KPIs, and webinar conversion rates.
- Customer Acquisition Cost by Industry
- Marketing Funnel KPIs by Funnel Type
- Webinar Conversion Rates by Industry