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 7.5% and 22.5%, with influencing factors including industry, acquisition channel, and price point of the product or service.
For the purposes of this study, we are measuring the sales call conversion rate of SQLs (sales qualified leads) to sales. This data should not be taken as cold call conversion rates. Data for this report was compiled from an analysis of hundreds of companies to ensure reliability and statistical significance.
Average Sales Call Conversion Rate by Industry
The following data represents the average conversion rate of a sales call with a qualified buyer in the purchasing cycle. This can vary based on the quality of the product or service, price, competitive landscape, and other factors.
Industry Conversion Rate
Janitorial and Cleaning Services 21.43%
Printing and Publishing Services 21.17%
Office Supplies and Equipment 19.99%
Business Services (HR, Payroll, Marketing) 19.32%
Food and Beverage Distribution 19.39%
Consulting Services 18.71%
Event Planning and Management Services 17.97%
Training and Development Services 17.53%
Real Estate Services 16.22%
Insurance 16.20%
Facility Management Services 15.72%
Agricultural Equipment and Supplies 15.28%
Security Systems and Services 14.33%
Logistics and Transportation 14.10%
Wholesale Distribution 12.60%
Energy Solutions 11.98%
Financial Services 11.42%
Manufacturing Components 11.32%
Chemical Products 11.01%
Telecommunications 10.04%
Pharmaceuticals 9.47%
Medical Devices and Equipment 9.21%
Construction Materials 8.19%
Technology Solutions and Software 7.41%
Industrial Equipment and Machinery 6.61%
Average Sales Call Conversion Rate by Price Point
Our study concluded that the price point of the product or service heavily influenced the conversion rate of the sales call. This can fluctuate the industry and the standard price for that product or service.
Price Range Conversion Rate
$500 - $10,000 20.31%
$10,000 - $50,000 17.22%
$50,000 - $100,000 15.98%
$100,000 - $500,000 13.33%
$500,000 - $1,000,000 11.78%
$1,000,000 - $5,000,000 8.90%
$5,000,000 - $10,000,000 7.18%
Average Sales Call Conversion Rate by Marketing Channel
Depending on the original marketing channel, sales call conversion rates will fluctuate up and down. Generally, leads from more trusted sources like a referral or SEO (the Google algorithm) will be more likely to convert when it is time to sign the dotted line.
Acquisition Channel Conversion Rate
Referral 20.18%
Email Marketing 18.02%
Search Engine Optimization 16.75%
Partner & Channel Programs 14.22%
Pay-Per-Click 12.42%
Industry Events / Trade Shows 10.73%
Social Media Marketing 9.12%
Direct Sales & Cold Calling 7.41%
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 Acquisiton Cost by Industry
- Marketing Funnel KPIs by Funnel Type
- Webinar Conversion Rates by Industry
To request a copy of this report, reach out on our Contact Us page.
Sources: