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

Your Closers Are Inflating Their Numbers

2 Oct 2026 · 1 min

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In this segment, Eric Deeran explains how sales closers often inflate their performance metrics—such as show rates and close rates—by canceling calls after they’re recorded, which makes their numbers look better than they are. He argues that relying on traditional metrics (cash per closed call or cash per shown call) allows this manipulation. Deeran proposes using a "cash‑per‑booked‑call" metric that ties marketing spend directly to the revenue generated from each booked appointment. This metric prevents closers from gaming the numbers, provides a clear view of each closer’s efficiency, and reveals why businesses may be losing money on advertising despite seemingly high show and close rates.

Chapters

And then when you do it by closer too, it gives you a clear picture on how efficient is that closer because closers routinely will say, oh, you know, my close rate's 80% or my show rate is 100%, but then they'll cancel calls. Because you're doing it based off of cash per booked call, not cash per closed call or cash per shown call, they can't manipulate those metrics because you're tying in marketing and sales in a metric that makes sense because a lot of people will be like, oh yeah, my show rate is 80%, my close rate's 40%, but why am I still losing money on ads? Well, it's because you don't know this number and your closers are inflating their numbers to make themselves feel better. And that's why they're— why you're losing money as a business owner.