Eric DeeranOne mission — help agency owners build businesses they actually love running.

I don't care about close rate and here's why

21 Sept 2026 · 1 min

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1:24

In this monologue, Eric Deeran advocates for using a single, comprehensive sales performance metric he calls “cash per booked call,” calculated as total cash collected divided by the number of calls booked. He explains why traditional metrics like show rate and close rate are vulnerable to manipulation—reps can cancel calls, re‑classify early‑ended calls, or otherwise game the numbers. By focusing on cash per booked call, managers can view marketing spend and sales revenue together, seeing exactly how much money is earned for each booked call. Deeran also describes a dashboard that ranks reps by this metric, enabling the allocation of more booked calls to the most efficient closers, thereby maximizing company revenue. He concludes that anyone running a sales team—or selling solo—should track this metric to get a true picture of performance.

Chapters

This is the number one metric that I like to track with my sales team, and it gives me kind of an all-encompassing metric of how they're doing, and it's cash per booked call. And so when I look at how many calls I gave a rep, and then how much they made us, or cash collected from that, it gives me my cash per booked call. And the reason I love it so much is because closers can manipulate their show rate, their close rate, and they can do those things by cancelling calls, marking them as like not even a call, marking them as, you know, not, they didn't show because they talked to them for the first 5 minutes of the call and then cancelled the call. They can manipulate their close rate as well, and by having this one metric, it allows you to look at marketing and sales in the same view, where it's like I paid this much money for a call, and this is my cash per booked call, and this is how much money I'm making back, and then when you really wanna get fancy with it, I love having a dashboard with all my sales reps, so I can see, okay, Sales Rep A has a $3K cash per booked call, Sales Rep B has a $1K cash per booked call, and then I can say, well, I'm going to give more calls to Sales Rep A because they're physically making the company more money and they're more efficient with the dollars that we give them. And so if you're running a sales team or even if you're closing yourself, look at how much revenue you collected divided by your amount of calls booked, and that's going to tell you your cash per booked call.