How to improve your closing rate as a new closer
To improve your closing rate as a new closer, first measure it the same way every week (closes divided by calls that actually showed), then work only on the things you control: your prep, how deep your discovery goes, reviewing your recorded calls, role play, follow-up and feedback to your setters. Lead quality, the offer and the price are mostly outside your hands, so do not judge yourself on them. There is no reliable public “industry average” close rate, so compare yourself with your own last month, not with a number on social media. She Sells, with a team in Australia and the US, teaches this weekly review and role play habit in its programs, and the She Soars program adds placement support once you are certified.
How close rate is actually calculated
Close rate sounds simple, but teams calculate it in different ways, and the version you use changes the number a lot. Ask your sales manager which one the team uses, then track the same one every week.
- Per call booked: closes divided by every call on your calendar, including no-shows.
- Per call taken (show rate removed): closes divided by the calls where the prospect actually turned up.
- Per qualified call: closes divided by calls with someone who could genuinely buy (right fit, decision-maker, able to pay).
Here is a worked example. These numbers are an illustration only, not data: there is no trustworthy public research on closer close rates or show rates, and every offer is different.
| Illustrative week | Number | Close rate |
|---|---|---|
| Calls booked | 20 | 3 closes / 20 booked = 15% |
| Calls that showed | 15 | 3 closes / 15 shows = 20% |
| Calls that were qualified | 10 | 3 closes / 10 qualified = 30% |
| Closes | 3 | Same 3 sales, three different “rates” |
Same closer, same week, and the rate is 15%, 20% or 30% depending on the maths. This is why comparing yourself with a stranger’s screenshot is pointless. Track per show as your main number, and track no-shows and unqualified calls separately, because those tell you something about the leads, not about you.
Why it matters for your pay
Most closer roles pay some or all of their income as commission (here is how high-ticket closer commission works). As an illustration only: at 10% commission on a $5,000 program, one extra close a week is $500 before tax. That is maths, not a forecast, and commission-heavy pay is uneven while you are learning. In Australia, the Fair Work Ombudsman explains that employees can be paid commission-only only when an award or enterprise agreement allows it, and employees outside an award still need at least the National Minimum Wage; many closers are contractors instead, so check which you are. For a public pay benchmark, SEEK shows an average advertised salary of $71,185 AUD for sales consultant roles in the Sales industry, and Payscale lists a US sales closer base salary range of about $37,000 to $67,000 USD (based on older salary profiles). Pay varies widely with the offer, the company and your experience.
What you control vs what you don’t
New closers often blame themselves for everything, or for nothing. Neither helps. Split the factors into two columns and spend your energy on the left one.
| You control | You mostly don’t control |
|---|---|
| How well you prep each call | Lead quality and where leads come from |
| How deep your discovery goes | The offer itself and what it delivers |
| Recording and reviewing your calls | The price and payment plans |
| How often you role play | The marketing that booked the call |
| Follow-up speed and quality | Seasonality and the economy |
| Feedback you give your setters | The company’s refund policy |
| Your energy and how you block your time | How many calls you are given |
You can influence the right column a little (good setter feedback improves lead quality over time, and honest notes to your manager about price objections can shape the offer), but your weekly score should come from the left column.
The levers a new closer can pull
1. Prep every call for five to ten minutes
Read the application form and the setter’s notes before you join. Know their name, what they do, what they said they want and anything that might be a red flag. Walking in cold means you spend the first ten minutes catching up, and the prospect feels it.
2. Go deeper in discovery
A sale that falls over at the ask has often been lost earlier, in discovery. If you do not understand why this person booked, what they have tried and what happens if nothing changes, your offer will sound generic. Ask one more follow-up question than feels comfortable: “What would that mean for you?” or “Why now?” Call structure is covered in its own article, so here is the short version: listen more than you talk.
3. Record and review your calls
This is the single habit that separates closers who improve from closers who stay stuck. With the prospect’s permission and in line with your company’s policy (and the recording laws where you and the prospect live), record your calls. Each week, rewatch two: one you closed and one you lost. Note where the energy dropped, where you talked too long and which question opened things up.
4. Role play, out loud, often
Reading scripts does not build skill. Saying the words out loud to another person does. Role play the opening, the hardest discovery questions and your top three objections with a buddy, your manager or a training group. Keep objection handling brief and honest: clarify the concern, answer it truthfully and let them decide.
Want live role play and feedback from closers who do this every day? Book a free call with the She Sells team.
5. Follow up properly
Not every “I need to think about it” is a no. Agree a specific follow-up time on the call, send a short recap of what they told you and keep your word. One clear follow-up and one reminder is respectful. Chasing someone who has said no is not.
6. Feed back to your setters
Your setters book your calendar. Tell them, kindly and specifically, which calls were a great fit and which were not (“she had no budget and was not the decision-maker”). Better qualification means fewer wasted calls, which lifts your per-booked rate without you selling any harder.
7. Protect your energy with time blocks
Back-to-back calls with no break drain your focus, and tired closers rush discovery. Block prep time before each call and notes time after. If you work around school hours (or school schedules in the US), put your calls in the windows where you are most switched on, and say no to calls you cannot give full attention. Our guide to handling rejection in sales helps with the emotional side of a bad day.
A weekly improvement routine
Small, boring and consistent beats a big burst of motivation. Here is a simple routine you can copy. The times are suggestions to adjust around your family and your calendar.
| Day | Task | Time |
|---|---|---|
| Monday | Write down last week’s numbers: booked, shows, qualified, closes, refunds | 15 minutes |
| Tuesday | Rewatch one closed call and one lost call; note one thing to change | 45 minutes |
| Wednesday | Role play the part of the call you flagged | 30 minutes |
| Thursday | Send setter feedback on fit and qualification | 15 minutes |
| Friday | Review open follow-ups and send what you promised | 20 minutes |
| Every call day | Prep before, notes after | 5 to 10 minutes each side |
Pick one skill per week. If you try to fix discovery, objections and your close all at once, you will fix none of them. After a month, compare your per-show close rate with where you started.
Ethics: never pressure, and why refunds hurt you
A higher close rate built on pressure is not a higher close rate. It is a pile of future refunds, chargebacks and complaints. If your commission agreement has a clawback clause, a refund can take back the commission you earned, and a closer with lots of refunds quickly loses the trust of the business that hired her.
It is also the law. In Australia, the ACCC says it is against the law for a business to use coercion or undue harassment against consumers, including over-the-top sales methods. In the US, the FTC’s guidance on the Telemarketing Sales Rule says sellers must not use threats or intimidation, including acts that put undue pressure on a consumer or question their concern for family. So no fake urgency, no shaming and no “if you really loved your kids you’d buy this”.
The honest approach works better anyway. Disqualify people the offer will not help, tell them so and thank them for their time. You will close fewer bad-fit buyers and keep more of your commission.
Where She Sells fits
When Brooke moved into remote sales in 2020, she made $440 in her first month (her result, not typical). Skills come from repetition and feedback, which is why She Sells programs centre on live coaching and role play. She Launches is the foundation program (live coaching, role play and frameworks, without direct placement). She Soars is the career program through the She Sells “Cert III in Remote Sales” certificate: once you’re certified, our recruitment team works with you to land a role within 90 days, or your money back. See our programs for details, and if you are preparing to apply for roles, read our list of sales closer interview questions.
Ready to build your closing skills with support? Book a free call with the She Sells team to see which program suits you.
Frequently asked questions
What is a good closing rate for a new closer?
There is no reliable public benchmark for closer close rates, and numbers online are usually self-reported and measured in different ways. A good rate is one that is improving month on month, measured the same way each time. Compare yourself with your own past results.
Should I calculate close rate per booked call or per show?
Per show is the fairest measure of your own skill, because no-shows are mostly about lead quality and reminders. Track per booked and per qualified too, so you can spot whether the problem is the leads or the call. Use whatever your team reports on, but be consistent.
How long does it take to improve my close rate?
It varies, and results take time. Most of the improvement comes from weeks of reviewing calls, role play and fixing one thing at a time. Give a new habit at least a few weeks before you judge it.
Is it my fault if I am not closing?
Not always. Poor lead quality, a weak offer or a price that does not suit the audience can all drag your numbers down. Fix what you control first, then give honest, specific feedback to your setters and manager about the rest.
Do refunds affect my commission?
They can. Some agreements include a clawback, which means commission on a refunded sale is taken back. Read your contract before you start, and never push a sale that is likely to be refunded.
Results vary. Nothing here is a promise of income. See our earnings disclaimer.
