When the coronavirus broke out, the rapid shift in consumer behavior forced the sales industry to take on a new form never experienced before. Many businesses had to pivot their strategies and adapt to online markets in order to stay afloat.
While some industries flourished in the wake of stay-at-home orders, others simply couldn’t survive based on their model. Some industries perceived to be dying saw a revitalization in lockdown, while others that seemed to be invincible completely crashed.
Top Sales Statistics | Editor's Choice
- In 2020, ecommerce year-over-year sales soared by 42%.
- In the first quarter of 2021, the US vehicle market recorded a 68.3% growth.
- Black Friday online shoppers in 2020 reached over 100 million—a record-breaking count
- 1.38 billion units of smartphones were sold in 2020.
- Nearly 751 million units of printed books were sold in 2020, up by 8.2%, the highest growth since 2010.
- In January, there was an 80% increase in gun sales, with over 2 million sold.
- Guitar sales grew by 17% during the pandemic.
- Board games increased online sales by 18%.
General Sales Statistics
Sales isn’t just about the transaction. It’s an entire career sector and an important part of any business model. There’s no questioning that the modern consumer is different from years past, making it integral for sales strategies to change with them. Understanding why buyers buy, how they do it, and what their preferences are can be the reason your sales go up or down in this new and changing time.
1. At least 50% of prospects don’t fit the product.
Sales stats revealed that at least 50% of potential buyers don’t fit the product. Good business understands not only why people buy but also why they don’t buy. At least half of people won’t buy because the product doesn’t meet their needs or they can’t afford it. For sales workers, this is an important fact, allowing them to know when to let go of potential buyers instead of pushing to close every deal.
2. Sales agent stats unveiled that two-thirds or 67% of salespeople reached out to 250 or fewer leads in 2019.
Leads are an integral part of the sales game, and following up can make or break a sales career. Still, there’s no doubt that the way consumers buy products is changing in the 21st century. The number of leads for the average sales worker is surprisingly low, with an average of 250 leads and just 15% of sales agents reaching out to more than 1,000.
3. Based on sales closing statistics, 61% of sales professionals find it more challenging to sell today than five years ago.
Apart from today’s competitive economy, consumers’ buying behavior has considerably changed over the years. With the introduction and ease of ecommerce behavior and online shopping, the need for a sales worker is slowly becoming obsolete.
4. 27% of sales agents confirmed that calling new contacts was very and extremely effective.
There’s an ongoing debate about the effectiveness of doing cold sales calls. Based on a study, the cold calling success rate is 2.5%, but it also varies based on the salesman. While most can share the experience of being irritated by a sales call, many say it helps meet monthly targets.
5. Sales conversion rate statistics revealed that a good conversion rate is 10%.
Conversion rates differ across platforms. The organic conversion rate may hit as high as 16%, while Google ad conversion hovers between 3-4%. The conversion rate is even lower in social media, at 0.71%. All considered, 10% is considered a good conversion rate for a sales worker.
6. 41% of salespeople consider mobile phones as their most effective sales tool.
Smartphone sales statistics specify that 4 in 10 sales agents regard mobile phones as their leading sales platform. Given the domination of smartphones and the increasing mobile time today, it isn’t surprising that prospecting and closing sales are now done over the phone.
7. 65% of sales leaders who’ve surpassed their revenue targets admit to having a sales enablement person or team.
To solve sales challenges, leaders choose to build their own sales enablement team. This team’s role is to extend support and resources to the sales team, allowing them to close more deals. Online sales statistics cite that one factor that contributes to hitting targets is a dedicated sales enablement team.
8. 57% of C-level and VP buyers prefer phone calls from sales professionals.
B2B cold calling statistics shared that more than half of B2B C-level and VP professionals favor phone calls over any other sales communication means. Cold calls are also preferred by 51% of directors and 47% of managers.
9. Based on B2B sales statistics, buyers consume 13 pieces of content before buying.
Compared to B2C, B2B’s buying cycle is longer, and stats specify that it takes an average of 13 different types of content before a purchase is made. Of these 13 varying consumable content, eight are from vendor sources, and five are from third-party sites.
10. 64% of salespeople who invested in remote selling surpassed their revenue targets in 2020.
Recent virtual sales statistics proved that investing in remote selling or what is also called as virtual selling is an effective sales strategy. About 64% of sales leaders who capitalized on remote selling either met or exceeded their revenue targets in 2020. Around 50% of those who didn’t invest failed to meet their sales target.
11. By device, tablets registered the highest global conversion rate of 3.41% in the third quarter of 2020.
Data on the close rate by industry states that in the ecommerce field, most purchases in the third quarter of 2020 were completed using a tablet. Desktops recorded a fair conversion rate of 2.59%, while mobile phones had a global closing rate of 1.86%.
12. This year, 25% of B2B companies expect to increase sales by over 25%.
Despite the grim market, sales statistics in 2021 show that B2B leaders are optimistic about their sales. Nearly 36% of companies anticipate that online revenue will have a surge of around 26-50%. The same rate of B2B organizations expect that digital sales will boost by 51-75%.
13. In 2020, ecommerce year-over-year sales bolted to 42%, recording $63 billion in total revenue.
According to sales statistics by industry, online shopping exhibited tremendous growth in sales during the pandemic’s peak. Driven by nationwide restrictions, ecommerce hit an amazing 42% year-over-year increase in sales. Although the figure was 13% down from July’s 55% sales rate, it still registered a significant increase.
14. eBay reached a gross merchandise value (GMV) of $100 billion in 2020.
Based on eBay sales statistics, the company closed $100 billion worth of successful transactions in 2020. Revenues generated outside of the US accounted for 62%. The ecommerce corporation may not be as big as Amazon, but its 185 million buyers and more than 19 million sellers contribute to a thriving platform.
15. According to Apple sales statistics, the company reached an all-time high with sales of $111.4 billion.
In its first fiscal quarter of 2021, Apple reported an impressive revenue of $111.4 billion, a 21% growth in sales, despite economic uncertainties. Conversely, diluted earnings per share rose 35%, or an equivalent value of $1.68. The vast majority of Apple’s revenue came from non-US consumers, which comprised 64% of the total quarter’s revenue.
Direct Selling and Door-to-door Sales Statistics
Direct selling and door-to-door sales techniques appear to many as a thing of the past. Yet, some companies like Avon and Amway, still make millions selling this way. Many are simply banned from even trying, as more and more states institute “do not knock” registries to protect people from being harassed at home.
16. The direct selling market in the US is worth $55 billion.
A theory about the direct sales model being dead has been swirling on the internet for a while now. The latest sales statistics in 2021 debunked this theory, however. Direct selling is a gigantic niche market worth $55 billion. Even if there was a drop in direct sales in 2020, the market is still flourishing. Notably, Avon, the iconic brand that relies on a door-to-door model, and Natura & Co reached over $10 billion in revenue this past year.
17. Knocking on a home listed in a “Do Not Knock” registry is a fine of $300.
According to door to door sales statistics, “Do Not Knock” ordinances are gradually expanding to many states. Violating the laws can result in hefty fines of up to $300 per offense or one year revocation of license. If you work as a door-to-door salesman, be sure to check local solicitation laws to avoid any breach.
18. The best time to knock on doors is between 8 AM and 11:30 AM during weekdays and 10 AM and 5 PM during Saturdays.
Timing is key in direct selling, and door knocking sales statistics shared the best times for knocking on doors. For those working in real estate, the chances of catching people and getting quality leads increases when agents visit homes in the morning during weekdays and between 10 AM and 5 PM on Saturdays.
19. Interesting sales facts by gender identified that 27% of door-to-door salespeople are women, and nearly 69% are male.
There’s no clear evidence that men have an advantage over women when it comes to closing sales, just that women remain underrepresented in the industry. Despite some studies suggesting that women have better people skills and pay more attention to nonverbal cues during the sales process than men, they consistently undersell compared to their male counterparts.
Car Sales Statistics
Like many other industries, the automotive sector experienced major downturns as a result of the pandemic in 2020. Through 2021, the industry saw a return to normal, however, but consumers showed a shift in interest. More people than ever are turning to hybrid-electric cars and choosing more economical vehicles, post-pandemic.
20. Recent car sales statistics by model revealed that Toyota outperformed Ford in number of cars sold in 2020.
During the first quarter of 2021, Toyota led the vehicle market with a reported growth of 73.8%. In comparison, Hyundai exhibited the best performance, increasing their sales by 159.5%. Of all the brands, Chevrolet registered the slowest growth at 39.2%. Since the onset of the pandemic, sales have been in a slum, but 2021 seems to be finally picking up where 2019 left off.
21. In March 2021, the US vehicle market sold 1,536,038 vehicles, increasing sales by 68.3%.
The latest automobiles sales statistics confirmed that the automotive industry is close to recovering to pre-pandemic levels. The enormous growth in sales (68.3%) has established that the industry is coping well with the economic tremors sent out from 2020.
22. Global automotive sales statistics project that this year, sales will drop to 69.8 million units.
From nearly 80 million units sold in 2017, experts predicted that automobile sales would decline to 69.8 million units this year. Since millions of people have lost their means of living, buying a car has been pushed down the priority list.
23. In 2020, the best-selling light truck in the US was the Ford F-Series, selling 787,422 vehicles.
The Ford F-series trucks are popular for so many good reasons. Americans love the vehicle’s fuel efficiency, versatility, and hauling capability. It was the best-selling truck in 2020, based on the newest pickup truck sales statistics. Chevrolet Silverado was a runner-up, registering a year-end sale of 586,675 units. Ram Pickup didn’t fall far behind, with 563,676 units sold.
24. Tesla accounts for 1.66% of the US automotive market.
Tesla sales statistics show that its first-quarter unit sales of 66,000 made up 1.66% of the US automotive market. Currently, the brand is the leading manufacturer of electric vehicles. With the increasing demand for renewable resources, we may see the company expanding its shares in the automotive field.
25. The market share for electric vehicles in 2020 was 4.4%.
Surprising electric vehicle sales statistics shared that instead of contracting, worldwide sales for electric cars unexpectedly climbed to more than 3 million units in 2020. Due to this, market shares boosted from 2.5% in 2019 to 4.4%. Prior to the release of this data, experts anticipated that revenue would drop during the lockdown periods, but electric vehicle sales exceeded expectations.
26. A total of 400,700 units of hybrid electric cars were sold in 2019.
Environmental awareness has convinced people to use hybrid cars because they’re energy-saving and emit less CO2. The latest available hybrid car sales statistics disclosed that exactly 400,700 units of hybrid cars were sold in 2019. Furthermore, 83,800 units of plug-in hybrid-electric cars were sold.
27. Oregon has the lowest average fees associated with buying a used car at only $127.
Buying a used car has accompanying fees, such as registration and title fees, sales tax, and documentation. Based on used car sales statistics by state, the top three states with the lowest associated fees are Oregon ($127), Alaska ($356), and New Hampshire ($359). In comparison, Alabama ($2,313), Arizona ($2,297), and Colorado ($2,284) have the most expensive average fees for owning a used car.
28. In 2020, roughly 63.8 million units of cars were sold globally.
The worldwide economic woes of the coronavirus resulted in approximately 174,317 average sales per day of car units or a total 63.8 million in 2020. This was an enormous decline from 2019’s total sold units of 74.8 million. The regions where the automobile industry experienced the biggest decline were Europe and South America, with a 25% year-on-year decrease in sales.
US Retail Sales Statistics
The US retail market changed because of social distancing, but it didn’t stop. While Americans were forced to stay at home, they simply switched their shopping habits from browsing shops, to scrolling online. From holiday shopping to cigarettes, beer, smartphones, and ice cream, the retail industry continues to be a driving force in the US economy.
29. Black Friday online shoppers passed a record-breaking 100 million mark in 2020.
Black Friday sales statistics shared that last year the number of online shoppers hit over 100 million, an 8% increase from 2019’s number of shoppers. While lockdowns kept people from going into stores, statistics show it didn’t stop them from shopping online. The number of online-only buyers grew by 95.7 million, a 44% increase than the year before.
30. Based on beer sales statistics, beer volume revenue dropped 2.9%.
The decline in beer purchases from restaurants, bars, and package sales because of the pandemic led sales to plummet by nearly 3%. This is equivalent to a loss of over 186 million barrels of beer. In particular, craft beer sales were down by 9% or nearly 23 million in beer barrel count. In 2020, the beer market was worth $94.1 billion.
31. According to cigarette sales statistics, roughly 18 billion cigarettes are sold per day around the world.
Tobacco remains a very profitable industry despite widespread health advisory. Notably, around 6.5 trillion cigarettes are sold worldwide every year, resulting in a $932.11 billion industry. Based on the forecast, the industry will continue to grow at a CAGR of 1.8% from this year until 2028.
32. The e-cigarette and vape sector is projected to snowball into a $67.31 billion market in 2027.
Vape and e-cigars are popular among the younger generation, driving growth predictions in the market. Vaporizer sales statistics show that the market was valued at $12.41 billion in 2019 and grew to $15.07 billion in 2020. By 2027, market revenue is expected to grow to $67.31 billion.
33. In 2020, 1.38 billion smartphones were sold worldwide.
It’s no secret that the market penetration of smartphones is expanding across the globe. Notably, the infiltration rate of smartphones on the global market was 46.5% in 2020. Additional data on phone sales statistics show that the pandemic still had a negative effect, however, with 1.38 billion units of smartphones last year, nearly 2 million units less than in 2019.
34. The worldwide drone market is anticipated to grow at $42.8 billion in size by 2025.
Several drone sales statistics suggest that the market is stretching in size. The recently discovered use of drones in a number of vertical markets, such as in medicine, wildlife, and historical conservation, or film, has stimulated the market’s growth. The escalating demand, including retail drones, indicates an expected market growth of $42.8 billion by 2025.
35. CBD sales statistics project the market revenue for legal cannabis will grow to $23 billion by 2025.
Not only is CBD beneficial for people, but CBD-based products for pets have become popular as well. Its product sales trajectory has been on an uptrend from $108 million in 2014 to a projected revenue of $23 billion by 2025. The industry is young, and as uses for CBD-based products expand, the industry also flourishes.
36. Ice cream sales statistics show the market for ice cream reached $6.84 billion in 2020.
In September 2020, sales in ice cream increased by 13.4%, or 1.70 million in unit sales. During the strict stay-at-home periods, ice cream became the comfort food of many Americans. The huge demand for the product translated to a swell in both the market’s dollar and unit sales.
Book Sales Statistics
Some might want to say the written word is dead, but after a year inside, publishers couldn’t be happier. After all, there’s only so much TV one can handle, and many took the opportunity to catch up on long-lost reading. Based on ebook sales statistics, revenues on digital format alone soared by 18.2%, and old-fashioned print books weren’t far behind.
37. Amazon sold a total of 807 million print books and 560 million ebooks in 2019.
Recent available data on Amazon book sales statistics spotlighted the company’s impressive book sales figures. Amazon accounts for 42% of physical book sales and 89% of ebook sales in the United States. For those that thought the written word was dead, Amazon makes you think again.
38. Amazon’s net sales in 2020 reached $113.8 billion.
The company has been grabbing second-looks due to its outstanding sales performance in 2020. Amazon sales statistics reported the company’s year-end net sales of $113.8 billion from all its products and services. This is a 37.6% increase from 2019. By sector, Amazon’s product sales reached $58 billion, while its net service sales settled at $ 55 billion.
39. Comic book sales increased to $117.78 million in March 2020.
Recent comic book sales statistics divulged that the industry’s year-over-year revenues saw a downward correction of 4.39%. Based on sources, the decline is due to supply chain problems and delayed shipments during the pandemic. Diamond, the largest distributor of English comics worldwide, announced on March 23 that it would suspend its distribution system because of the previously stated issues.
40. 750.89 million units of printed books were sold in the US last year.
Print book sales statistics cited that the print-based media market is coping well amidst the crisis. The market’s total unit sales of nearly 751 million in 2020 were up by 8.2%, the highest year-over-year growth in a decade. Books became a recovered pastime for those stuck inside due to stay-at-home orders.
41. Book sales statistics by year reported a 29% growth of printed book sales during the first quarter of 2021.
While ebooks may be assumed as better because of instant access, studies show that print books don’t fall far behind. Notably, printed book sales from January to March of 2021 saw a growth of 29% compared to 2020, amounting to 205 million books.
42. Sales trends show that adult and juvenile fiction sold 16 million more units of books in the first quarter of 2021.
The first quarter’s book unit sales of adult nonfiction and juvenile fiction, the two bestselling categories, were 16 million more than the same period in 2020. Sales for adult nonfiction alone grew 24% higher in contrast to last year’s sales.
Besides these two categories, book sales statistics by genre revealed that sales in general nonfiction books increased by four million units, educational titles by 600,000 units, and religion and reference by two million units for each category.
Gun Sales Statistics
Despite the contention around gun ownership and legislation in the United States, the latest statistics show that gun sales are expanding in the face of current events. Many American households possess more than one firearm, with small caliber guns being the most popular.
43. According to gun sales statistics, in January 2021 alone, over 2 million guns were sold.
January of this year marked the third-highest selling month for guns. Triggered by the mob-led assault on the US Capitol by pro-Trump supporters, gun sales jumped by 80%. In the wake of economic and civil unrest, it appears many Americans are exercising their 2nd amendment rights.
44. Approximately 42% of American households own at least one gun.
Further gun sales statistics by year discovered that in 2020, more than 4 in 10 American households possessed at least one firearm. Since the controversial second amendment or the right to bear arms was created, guns are an integral part of American culture. Owning a gun in the US may be typical, but it continues to be a contentious political issue.
45. Based on firearm sales statistics, about 9.05 million firearms were manufactured in the US.
The number of manufactured guns in the US has been increasing since 1986. In the latest available data, of the over 9 million manufactured firearms, exactly 554,237 were exported, leaving a significant portion to be sold on the US market. A right to bear arms combined with accessibility has made American citizens some of the most heavily armed people in the world.
46. The current market size of the online gun and ammunition sales is valued at $1.9 billion.
According to ammunition sales statistics, the online gun and ammunition sales sector is anticipated to grow by 6.8% this year. The evolving demand for guns and accessories for purposes like hunting, self-defense, and sports shooting has created a $1.9 billion industry.
47. Illegal gun sales statistics revealed that as high as 16% of mass shootings in the US involved illegal firearms.
With mass-shootings and murders occurring across the United States over the decade, gun laws have been under speculation. Many acts of gun violence, however, happen using non-registered or illegal firearms. It’s reported that 213,000 guns are smuggled in the US from Mexico every year.
48. Assault rifle sales statistics reported that the small caliber ammunition segment comprised over 50% of the US ammunition market size.
The evolving applications of assault rifles, shotgun pistols, revolvers, and rifles fueled the small caliber segment to account for more than 50% of the entire US ammunition market. That said, among the four segments of the ammunition market (small, medium, large, and rockets and missiles), the small caliber is projected to have the fastest CAGR from 2021 to 2028.
Entertainment and Music Sales Statistics
Music and movies are people’s all-time favorite forms of entertainment. So it’s no wonder that when stay-at-home protocols were imposed, watching movies and listening to music became our best escape. Sales for the entertainment and music industry skyrocketed, all except for the box office, which experienced the worst year for revenues in history.
49. Recent guitar sales statistics published that Fender guitar sales increased by 17%, or $700 million during the pandemic.
Shortly after the company’s gloomy period of furloughs, pay cuts, and closed stores, Fender bounced back and increased its guitar sales as a result of the COVID-19 pandemic. The company took advantage of the increased interest in learning an instrument and produced online tutorials for guitar, bass, and ukelele to boost interest in the brand’s products.
50. Vinyl record sales statistics featured a massive growth of 28.7% year-over-year sales.
For the first time in decades, vinyl records sold more product units than CDs in 2020, growing by 28.7%. The sales totaled to $626 million or 5.2% share of the entire recorded music industry revenue.
Further, CD sales statistics by year showed a decrease by 23%. Since 1986, CD sales have outperformed vinyl records sales, but recent predictions show that CDs are expected to have a long-term decline with the introduction of streaming and digital platforms for music listening taking precedence.
51. In the first half of 2020, DVD/Blu-Ray sales reached $1.275 billion.
Many people expect DVDs to phase out soon, but it may not be quite yet. DVD sales statistics show sales exceeding $1 billion, indicating the market for DVDs is still there. DVD/Blu-Ray may not be as prosperous as back in 2014 when annual revenues broke $10 billion, but the industry continues to generate substantial profit.
52. Streaming music sales soared 13.4% to $10.1 billion.
Sales from streaming services took the biggest fraction of the US music industry revenues at 83%. Other revenue streaks, based on digital music sales statistics, include digital downloads (6%), physical (9%), and synch (2%). Paid subscription services, which are categorized under streaming, were the key drivers of the revenue growth in the music industry.
53. 3.12 million units of blu-ray players were sold in the US in 2019.
Recent sales trends of blu-ray players showed that the market has been on a downward spiral since 2014. Sold units have declined by approximately two-thirds from 2014’s nearly 9.1 million sold units to 3.12 million units in 2019. Today, manufacturers upgrade their blu-ray players to stay relevant. For instance, players today offer smart capabilities and enhanced visual and sound features.
54. This year’s movie ticket sales statistics sold 223, 592, 795 tickets in 2020 or nearly $2.05 billion in ticket sales.
In light of the new normal, the cinema experience may never be the same. What was once a $12 billion industry, the box office is now struggling to regain its dignity after the implementation of lockdowns and social distancing measures. As vaccinations are doled out, and restrictions are removed, 2021 shows a small growth of $3.2 billion in total ticket sales.
Board and Video Games Sales Statistics
In the revival of lost past-times, both board games and video game markets increased abundantly. In particular, the digital gaming industry boomed during lockdown, and it isn’t slowing down in 2021. Notably, all types of games have become increasingly popular, and many expect the industry to double by the end of the year.
55. The educational games category increased its online sales by 18%.
Board game sales statistics showed that while in-store purchases declined, online shopping for board games increased by 18%. Notably, it’s predicted that sales from educational games are likely to reach $13 billion by 2026, with a CAGR of 13%.
56. Spendings on video games during the second quarter of 2020 reached $11.6 billion.
Recent video game sales statistics show that video game profits for Q2 2020 were 30% more than what people spent in the same time period in 2019. The growth in just a year is over $1 billion, showing just how important console and PC games have become to people during the global pandemic.
57. Sales of Nintendo Switch, Xbox One, and PlayStation 4 reached $848 million in the second quarter of 2021.
Video games sales statistics emphasized positive figures across many categories of digital games. Sales of hardware devices or consoles reached $848 million, up by an astounding 57% from the year before. Game content also increased by 28% and hit $10.2 billion, whereas game accessories gained a 50% growth to $584 million.
Sales Statistics | The Takeaway
The sales industry is an integral and ever-changing sector of business. What used to be an effective sales strategy may now seem outdated and unappealing to the modern consumer. Especially with the introduction of ecommerce, how buyers find and purchase products online is more important than ever.
The pandemic introduced immense changes in consumer behavior and sales across all industries. From retail of beer, cigarettes, and CBD, to guns, ice cream, and Fender guitars—the nature of sales in the new world is now a volatile and almost entirely online sector.
Frequently Asked Questions | FAQ
As of May 2020, 13,120,320 Americans make up the sales workforce and related occupations, based on the Bureau of Labor Statistics. Projections shared that the overall job outlook is expected to dip by 2%, taking a loss of about 303,400 jobs until 2029. Sales jobs in the service and wholesale sectors, however, remain in demand.
Not so long ago, there were 18 million people in sales in the US. Experts predicted that by 2020 there would be only 3 million sales reps. What is true about this prediction is that the number already started to decline. According to the latest salesforce statistics, there are around 14,371,410 people in sales.
The ideal closing percentage varies per industry. In an analyzed data, the finance industry maintains a closing ratio of 19%, while the computers and electronics industry is 22%. Typically, companies set their own closing ratio benchmarks, which sales agents have to achieve.
Sales quotas help maximize profits. If your business is in sales, setting a specific quota that’s achievable by at least 80% of your sales team is the most common. Setting unrealistic goals, stresses employees and leads to burnout and turnover.
Corporations generate the most sales among other forms of businesses. In 2019, corporations made around $2.25 trillion in profits. Small and medium-sized businesses may outnumber corporations, but the latter dominates the American economy.
Sales quotas vary from company to company. Several sales experts pointed out that a healthy sales quota should be a figure that 80% of the salespeople can meet. If after a given period, less than 80% of sales agents have achieved the quota, that means the current number needs to be adjusted.
Depending on what you offer and the prospect’s persona, you may need between 5 to 20 touches to make a sale. There’s the possibility of going beyond the standard. At the height of the pandemic, for example, some businesses effortlessly sold their products by calling prospects only once, while others had to contact prospects more than 20 times.
Sales statistics highlighted that most of today’s consumers are thinkers and not impulsive buyers. That said, the buying process is also more intricate. Optimizing every touch point in the buyer’s journey is critical to convert the prospect into a client.
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