Six numbers that work
- Enquiries handled. How many customers actually reached a conversation.
- Conversion to payment. The headline figure, counted from enquiries rather than from qualified leads.
- First response time. The median for the week.
- Follow-ups on stalled threads. How many returns to conversations that stopped.
- Average deal size. Shows whether the rep works the product mix.
- Instalments collected. If you take payment in parts.
Two numbers that mislead
- Call count. It rises from dialling numbers. It means something only paired with length and outcome.
- CRM record count. It measures tidiness, not sales.
How to compare fairly
- Only on the same traffic: if one rep gets warm enquiries and another gets cold ones, the comparison is meaningless.
- Only on the same product.
- Only over a month or more: a week is too noisy.
- Allowing for attendance: someone who was on holiday cannot be compared with someone who worked the full month.
Engagement deserves a separate look: when a rep is genuinely in the conversations and when they are not. It settles most arguments about who works how much, because it turns trust into a chart.
What to do with the difference
If the gap between your strongest and your weakest rep is more than double, it is usually not about talent but about one specific place. Take ten conversations from each and compare them at the same stages: where exactly do they diverge.