Demo-to-Close Rate

Your demo is your chance to score. But if your demo-to-close rate is below 20%, you're doing something wrong. On average, a good B2B sales team closes 25-30% of demos. Top performers are at 40% or higher. Why is this number so important? Because demos cost time and energy. If you give 100 demos and only get 10 customers, you're wasting your time 90 times. The causes of a low demo-to-close rate are often simple: you're giving demos to the wrong people, you're showing what your product can do instead of what it solves for the customer, or you don't have a clear follow-up step after the demo. A good demo starts with asking questions. What's the problem? What have they already tried? Who decides on the purchase? Only then do you show those parts that are relevant for this customer. And you end with a clear follow-up action: a quote, a pilot, or a contract. No "we'll hear from you". Measure your demo-to-close rate per salesperson and per product. This way you see who's good at giving demos and where your product sells best.