Sales Conversions (by Rep & by Product)

For sales managers and business owners · ~4 min read

Where lead conversions tell you what converted, these tell you how well you convert. By Rep is the richer of the two — it carries the rates and averages.

Report	Parameters
Sales Conversions by Sales Representative	Date From / To
Sales Conversions by Product	Date From / To, Sales Rep

Figure 1 — Sales Conversions by Rep, the richest of the conversion grids. Won / Lost / Followup counts with conversion both By Number and By Value; the three averages — Wins Avg Sale, Loser Avg Loss and Followup Avg Sale — show whether a rep loses the big quotes or the small ones.

Sales Conversions by Sales Representative

Columns: Sales Rep · Won · Lost · Followup · By Number · By Value · Conv% · Wins Avg Sale · Loser Avg Loss · Followup Avg Sale

Column	What it tells you
Won / Lost / Followup	Outcome counts — including what’s still open
By Number / By Value	Conversion measured two ways: how many, and how much
Conv%	The headline conversion rate
Wins Avg Sale	Average value of what they win
Loser Avg Loss	Average value of what they lose
Followup Avg Sale	Average value of what’s still in play

Read By Number against By Value

A rep converting well by number but poorly by value is winning the small jobs and losing the big ones. That’s a completely different problem from a rep who converts badly overall — and it’s invisible if you only look at Conv%.

Loser Avg Loss higher than Wins Avg Sale is the clearest version of this signal.

Followup Avg Sale multiplied by Followup count is roughly your open pipeline value for that rep — worth watching next to Follow-ups Overdue.

Sales Conversions by Product

Columns: Product · Won · Lost · Followup · Converted

Which products win and which get quoted and lost. Filter by Sales Rep to see whether a product’s poor conversion is the product or the person selling it.

Low conversion isn't always the product

A product that’s always quoted alongside something else may show poor conversion simply because the whole quote was lost. Check a few of the losses before concluding the product is wrong.

Common questions

Question	Answer
Conv% looks too low	Open follow-ups count in the denominator but haven’t been won yet. A rep with a large pipeline reads low until it closes.
A rep has zero	No quotes in the window, or outcomes aren’t being recorded on leads.
Won + Lost doesn’t equal the total	Followup is the rest — quotes still live.
Doesn’t match Lead Conversions	Different stage: these measure quote outcomes, that measures leads becoming orders.

See also

• Lead conversions
• Sales Orders By Date
• Follow-ups Overdue