10% closing rate for B2B SaaS, is it normal?
I feel like Im underperforming so bad. Last quarter was 40 booked and I closed four. FOUR.
I keep sitting there after these calls trying to figure out what I'm doing wrong. Last week for example I had a mid-size SaaS, textbook ICP, he knew what we did and he also knew what he wanted. The call felt good, until it went to his "team" and just... stalled. No no, no objection I can actually answer, mere crickets and a cheap "we're gonna hold off for now". And so many of my deals die that exact way, this one actually took the time to properly reject me, most dont even bother to, besides the ones that come from time to time with expectations pulled straight out of a fairytale; but Im man enough to reflect on that second half, I must be doing something wrong but idk, I cant see it, Im doing all the textbook perfect stuff. The meetings themselves keep coming fine, we use reachly for TOF from targeting to outreach, that side of the workflow is stable (besides the usual slow seasons), the one that isn't is mine, once clients are in front of me it falls apart.
Some people say 10% is a good number but I dont think so, I googled it and the average for B2B SaaS is 22-30%. Do I just absolutely suck or am I not the only one in this?