Next to revenue and margin, the proposal conversion rate is still used very often as a performance indicator. Yet studies have repeatedly demonstrated that this results in behaviour that can best be compared to acting like a rabbit caught in the headlights. Since the first lockdown, we have seen major differences in this indicator’s evolution. They are a logical consequence of the uncertainty in combination with the virtual character of sales.
These findings and measurements have enabled us to draw up a step-by-step plan that allows salespeople to improve their score and produce less proposals.