Average deal size (average value per deal) varies by industry, product type, and sales model — there is no "right" number. It's important that you know your own deal size, relative to your history and goals, and then gradually increase it through cross-selling, higher packages, and upgrades. Zenify records a reasonable LTV/CAC of 3-5 times (approved).
TL;DR
- Deal size = average value of each closed deal.
- There is no universal "right" number — it varies by industry.
- Important: know your numbers and trends.
- Increase deal size: cross-selling, high packages, upgrades.
- Deal size increases but win rate does not decrease which is good.
What is deal size?
Average deal size = total deal value closed ÷ number of deals closed.
For example: this month closed 10 deals, total 300 million → average deal size 30 million.
Measure monthly/quarterly — track trends.
Why is it important: deal size + number of deals + win rate = sales. Increasing deal size is one of the three levers to increase sales.
Deal size by industry
Note: The data below are reference ranges, with large fluctuations depending on each business:
Industry/category | Typical deal size
SaaS/CRM (year plan) | From a few tens of millions to hundreds of millions
Consulting services | From several tens of millions
FMCG/retail B2B sales | Smaller, repeat transactions
Machinery/equipment | Large, long cycle
Don't stick to another industry's numbers — what matters is your numbers and trends over time.
Factors affecting deal size
Product type: SaaS calculated on an annual basis other than one-time device sales.
Price model: pay monthly → smaller deal size pay annually.
Sales channel: Sold directly through other partners.
Team: Good sales close higher packages.
How to increase deal size
1. Cross-sell
Customers buy product A → recommend related product B.
Customers already trust you → more likely to agree.
2. Sell higher packages
Basic package → advanced package with added value.
Recommend packages that suit your needs, do not "push products".
3. Sell by year instead of month
Pay annually with incentives → deal size increases 10-12 times once closed.
Balance between cash flow and customer value.
4. Upgrade old customers
Customers have been using the small package for a long time → recommend upgrading.
Taking advantage of customers' evolving needs.
Measure and manage deal size
Monthly tracking: size deals increase/decrease by season and by team.
Compare each employee: Who closes the package higher → learn how to do it.
Consider when increasing: deal size increases but win rate drops sharply → customers are afraid of high prices, need to adjust.