In sales, the term demo-to-close conversion rate stands for the measure that tracks the efficiency of your sales demos. This metric encompasses the number of deals closed in a specific period of time divided by the overall amount of demos delivered to business leads.

Defining the close rate allows businesses to see the outcomes of their sales strategy and find effective ways to boost the flow in the sales pipeline.

An approximate industry standard of the sales close ratio is 20%, which means that at least 20% of leads who attend a demo should eventually make a purchase.