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Is a 100% rate good? A word of caution about hit rates B2B Lubricant Sales
I was recently in a training room with a group of experienced B2B lubricant salespeople. We were exploring some of the fundamentals of sales effectiveness and pipeline management when the question of hit rates came up.
“What do we think a good hit rate is?” As asked.
A hand went up and one salesperson proudly announced, “100% of course!” Around the room there were nods of admiration. It sounded impressive. Every proposal converted. Every opportunity closed.
But here is the worrying part. Not only was a 100% hit rate being championed, it quickly became clear that many others in the room had no idea what their own hit rate actually was. For a group responsible for large accounts, multi-year contracts, and millions of pounds of revenue, this was alarming.
Why a 100% Hit Rate Is Not a Badge of Honour
At first glance, a perfect record sounds like the ultimate achievement. But in B2B lubricant sales, where buying cycles are complex, buyer expectations are evolving, and competition is fierce, a 100% hit rate should not inspire confidence. Instead, it should raise questions.
You Are Probably Only Playing It Safe
If you win every deal, you are almost certainly only pursuing opportunities you already know you will win. That often means:
- Selling predominantly to existing accounts.
- Avoiding tougher prospects or higher-risk opportunities.
- Working within your comfort zone.
This creates a false sense of security. It feels good in the moment, but it leaves the business vulnerable when those “safe” customers change direction, consolidate suppliers, or cut volumes.
Your Pipeline Might Be Too Shallow
Lubricant sales professionals know how long and unpredictable deal cycles can be. A 100% hit rate often points to a pipeline that is not wide enough at the top. In fact, companies with strong pipeline management grow revenue 28% faster, and win-rates improve by 15 % when deal reviews are regular (Forecast.io). That requires a funnel at least three to four times your quota, not a handful of “guaranteed” deals.
You Are Missing the Learning Curve
Losing deals hurts. Nobody enjoys the phone call where the buyer goes with a competitor. But those moments are where the best learning happens. Understanding why you lost, what the buyer valued differently, and how competitors positioned themselves is vital. Average win rates in industrial B2B sectors such as lubricants are closer to 15–25% (Plan Grow Do). That means losing is normal — and healthy.
You Might Be Misaligned with the Buyer Revolution
Research shows modern B2B buyers now expect digital-first engagement and are completing most of their research before they ever speak to sales. If your record is flawless, it may suggest you are only stepping in late, once the decision is almost made. That makes you an order taker rather than a trusted advisor. Buyer expectations are evolving rapidly, and sales will never be the same (TTEC).
The Bigger Concern: Not Knowing Your Hit Rate at All
Even more concerning than celebrating a perfect hit rate is not knowing your hit rate at all. In that training room, many salespeople had no visibility of their numbers. They did not know how many proposals they had made, how many converted, or how their performance compared with peers.
This is not unusual. B2B win rates are often in the high teens to low 20s percent, and without tracking, salespeople miss the chance to improve effectiveness and resilience (The Sales Blog). Without clear data, you cannot improve. Without improvement, you fall behind. And without visibility, sales managers cannot coach effectively or forecast with accuracy.
What a Healthy Hit Rate Looks Like
A strong salesperson should not be closing everything. A healthy hit rate sits somewhere between 30 and 60 percent, depending on territory and account mix. That balance shows you are stretching into new accounts, testing new propositions, and taking calculated risks, while still converting a good proportion of well-qualified opportunities.
To manage this effectively, focus on the three core pipeline metrics that drive predictable revenue: pipeline value, sales velocity, and win rate (Inflexion Point).
Losses should be part of your story. They prove you are pushing at the edges, testing your value proposition, and learning from the market. They create resilience.
Takeaway for Lubricant Sales Professionals
If you find yourself celebrating a 100% hit rate, pause and look deeper. Ask yourself:
- Am I pushing beyond my comfort zone?
- Is my pipeline wide enough and healthy enough?
- What am I learning from the deals I do not win?
- Do I even know my hit rate in the first place?
Being proud of never losing a deal is the wrong measure of success. True success in B2B lubricant sales comes from balance: winning enough to deliver results, losing enough to learn and grow, and knowing enough about your numbers to improve year after year.
👉 A question worth taking back to your own team: Do you know your hit rate, and is it telling you the full story about how you sell?
