Eric Deeran argues your close rate mostly reflects lead quality, not your sales skill. Week-to-week fluctuations happen because leads change, not because you got worse. Fix your leads first, before tweaking objection handling or sales tactics.
If your close rate goes down, it's probably not because you suck at sales, unless you are just starting or you have a closer that's just starting. Usually it's because your lead quality is just not as good as it once was. And your lead quality can kind of fluctuate on a continuum from what we've seen, where one week you could have really good leads and then one week you could have really bad leads. And when you're looking at the close rate, it's a direct comparison. Close rate and show rate are a direct comparison of what your actual quality is and quality cost per lead is. Because a lot of times I see so many people in the space who are like, well, here's how to get your show rate up and here's how to increase your close rate. And all the gurus are saying like, oh, here's how to fix your sales process and handle objections harder. And in reality, I don't love that because a lot of times it just comes down to the lead quality. Like if the lead quality is bad, I can't make someone who lives under a bridge pay me money. Like it's just not going to happen. And so when you look at that, you have to look at what is that lead quality? Because it starts at the top. And I'm not saying that, you know, you can't improve your show rate and your close rate, you can, but usually it's the lead quality and that's why you're struggling.
