If the sales team is competent, the overall closing ratio should exceed 25% over all sales disciplines: walk ins, phone ups and Internet leads.

So in order to achieve a 100 sales/month target, the sales department will need to achieve the required number of selling opportunities and in this case let’s assume 400 selling opportunities based on a universal minimum 25% real closing ratio.
This 400 selling opportunities is then divided amongst the number of sales team members, but from my experience the lower performers “hog” the selling opportunities and “miss” good customers.  
The better sales consultants follow process, take their time and work every prospect, (in conjunction with the sales manager), to the best possible conclusion.
Of course we can also break down the performance requirements into all of the individual performance KPI’s like achieving a 70% demo ratio, etc.
Using “Managing by Numbers”, targets should be allocated based on real market place opportunity. For example if the market place is flat and the target selling opportunities can’t be achieved, then the fall back position is obviously the closing ratio. Our higher performing dealers are reporting closing over 30% of ALL selling opportunities.