Inquiry-to-deal conversion rates

On average, just 6% of carbon credit purchase inquiries end in deals.

That’s according to a new report from Ecosystem Marketplace about forward-looking demand indicators for the voluntary carbon market.

I’m not totally clear on how the EM survey defined a buyer ‘inquiry,’ so it’s tough to tell how qualified the inquiries were. Regardless, I tried to get a sense of how this compares with other industries –

• In-person car sales: 20-30% of showroom traffic ends in a sale;
• Internet car sales: 10-15% of internet leads result in a car sale (so about 2x the carbon credit deal rate)
• Standard B2B sales: According to HubSpot, a 28% win rate is standard for B2B sales.

Carbon credit sales close rates are much higher than all of these.
There’s a lot of friction in the carbon credit sales cycle. Reducing this sales friction would save a lot of people time and accelerate climate finance deployment.