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If you are in sales and have a 50% sucess ratio, I'd say you have pretty much nailed it. Without a doubt that is far, far above average. Talk to someone who is a financial advisor, and ask them how often their sales calls end with a new client. I'd be very surprised if they said 20%. The fact is that some people you talk to aren't going to purchase anything, and some other percentage is going to go with another company if that saves them a dollar or two over what you can offer.