What is strike rate?
In field sales, strike rate is the share of sales calls or visits that end in an order or a win, so 30 orders from 100 calls is a strike rate of 30%. It measures how well a rep's visits convert, not how many visits the rep makes, so the way to lift it is to visit the right doors.
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The formula
Strike rate (%) = calls that end in an order / total calls x 100
Prospecting strike rate (%) = new accounts or listings won / visits to prospects x 100
Usage varies, so agree the definition before comparing reps. Some teams count any order at a call; some count only orders above a minimum drop; some track a separate strike rate per objective, such as a new product listed or a promotion agreed. In tenders and contract sales the same term means the share of bids won. The term is also called hit rate or call conversion rate.
Keep the two formulas apart. Calls on existing customers convert at a very different rate from cold visits to prospects, and mixing them hides both.
Worked example
Take two reps in one city over one month.
| One rep | Another rep | |
|---|---|---|
| Calls on customers | 80 | 70 |
| Calls with an order | 52 | 49 |
| Customer strike rate | 52 / 80 = 65% | 49 / 70 = 70% |
| Visits to prospects | 20 | 30 |
| New listings won | 3 | 3 |
| Prospecting strike rate | 3 / 20 = 15% | 3 / 30 = 10% |
Both reps won three new outlets, but the second rep needed ten more visits to do it. The question for the manager is not who works harder; it is which prospects each rep chose to visit, and whether those outlets fit the brand at all.
Strike rate is not win rate or coverage
These metrics sit next to each other on a sales dashboard and measure different things.
- Strike rate: the share of calls that convert
- Win rate: the share of open opportunities that close, usually for larger deals over weeks
- Coverage: the share of the target outlets visited in the period
- Drop size: the value of each order, which strike rate ignores
How to raise strike rate
Most of a strike rate is decided before the rep walks in. Three levers move it.
- Visit outlets that fit. A rep who visits venues already serving the category, at the right price level, converts more of them.
- Visit at the right time. Owners say yes when they have time to listen, which is rarely during the lunch rush.
- Walk in with an opener. Knowing what is already on the menu, and which competitor is listed, turns a cold call into a specific offer.
How Dashmote data helps
Describe your ideal account in plain words and Dashmote scores each outlet from 0 to 100 against it, reading its menu, photos, delivery listings and reviews. It shows the brands already named on its menu, so reps choose prospects and an opener before the visit. See foodservice lead scoring and on-premise prospecting.
DashLeads tracks 20M+ venues.
Frequently asked questions
What is a good strike rate in field sales?
There is no universal benchmark: customer calls and prospect visits convert at very different rates. Compare reps on the same definition, the same channel and the same type of call.
Is strike rate the same as conversion rate?
Yes, in field sales strike rate is the conversion rate of calls into orders or wins. It is narrower than a funnel conversion rate, which can span several steps.
Should reps be targeted on strike rate?
Not on its own. A rep can raise strike rate by only visiting easy customers, so pair it with coverage and with new listings won.
How do you improve prospecting strike rate?
Visit fewer, better-fitting prospects, at times the owner is free, with a specific offer based on what the outlet already serves.