Step 3 — Tracking: Sales Ratios

Tracking: Sales Ratios

In this step, I'm outlining the key metrics I’ll track daily to evaluate performance, identify patterns, and ultimately improve my closing rate. This system will help me measure effort and progress — and allow me to adjust based on real data, not feelings.

Cold Approaches

These are raw prospecting efforts — either by phone or in person — with no prior relationship or introduction:

• Cold Door-to-Door Attempts
  Walking into a business completely cold, with no prior contact or information.

• Cold Phone Calls
  Calling a business with no prior interaction, no contact name, and no previous dialogue with a decision maker.

Cold Lead Follow-Ups

Follow-ups where I’ve gathered a specific contact name, but haven’t spoken to them yet:

• Cold Lead Phone Calls
  Calling a business where I’ve been given a contact name, but haven’t yet spoken with them.
  Example: Walked in cold, owner wasn’t there, but I got their name. I call back later asking for that person.

• Cold Lead In-Person Follow-Ups
  Walking into a business again, asking for a contact I was given earlier but haven’t met yet.

Follow-Up Calls

Efforts to move existing leads (people I’ve already spoken with) forward in the sales process:

• Phone Follow-Ups
  Reaching out by phone to answer questions, re-engage, or push the deal forward.

• In-Person Follow-Ups
  Stopping in to re-connect in person, especially if I’m already in the area.

Referrals

Asking current customers or warm contacts for introductions to others:

• These can be done in person or over the phone.

• The key is being intentional and consistent about asking.

Tracking Closing Ratios:
In addition to activity, I’ll track my closing ratios — specifically, the percentage of sales per cold attempt.
This gives me a clear number I can work with:
Revenue ÷ Attempts = Dollar Value per Attempt
By calculating the monetary value of each cold attempt, I can see how every door knocked, every call made, and every follow-up contributes to my income — even if the sale doesn’t happen right away.

Example: D2D Sales Ratio Breakdown

Here’s an example of how I might log my activity and outcomes from a typical day of door-to-door cold calling:

Ratio Format:
Attempts → Spoke With Contact → Got Contact Name → Call-Back Requested → Appointments Set → 1-Stop Appointments → 1-Stop Closes

Example Numbers:
21 → 6 → 4 → 1 → 2 → 0 → 0

What This Means:

• 21 total attempts

• Spoke with a decision-maker 6 times

• Got 4 contact names for future follow-up

• 1 person asked me to call back at a later time

• Set 2 appointments

• Had 0 one-stop appointments

• Had 0 one-stop closes

Final Notes

Tracking my ratios lets me take emotion out of the process and stay focused on execution. A "bad day" might actually be a great day in terms of pipeline build — but without the numbers, I wouldn’t know that. This is how I’ll measure progress — not just by closes, but by effort and efficiency.