Sales Tool 30

New Account
Acquisition
Cost

What does it actually cost to open a new wholesale account? Model prospecting, outreach, sampling, trade shows, and sales time to get your true cost per acquired account.

1Prospecting & Outreach

Hours/Month Prospecting

Blended Hourly Cost ($)

Monthly Outreach Tools ($)

CRM, email, data providers

Trade Show Cost per Show ($)

Shows per Year

2Conversion Funnel

Accounts Contacted / Month

Contact-to-Meeting Rate (%)

Meeting-to-Trial Rate (%)

Trial-to-Account Rate (%)

Implied Accts Opened / Mo

—

CAC (cost per new account)

—

3Sampling & Onboarding

Sample Cost per Prospect ($)

Samples per New Account (units)

Onboarding / Admin (hrs)

Cost per New Account—

CAC
per Account

—

Monthly
Spend

—

Payback
Period

—

Monthly Acquisition Cost

Prospecting labor—

Outreach tools—

Trade show allocation—

Fixed Acquisition Cost—

Sampling cost per opened account—

Onboarding labor—

Variable Cost per New Account—

Total CAC (all-in)—

Payback Calculation

Avg Yr-1 account revenue—

Gross margin on new account—

Months to recover CAC—

P23-EDU · TWENTY3 IntelligenceSales Tool 30·New Account Acquisition Cost·Prospecting · Sampling · Trade Show · Labor·True CAC per Account·P23-EDU · TWENTY3 IntelligenceSales Tool 30·New Account Acquisition Cost·Prospecting · Sampling · Trade Show · Labor·True CAC per Account·

New Account Acquisition Cost Calculator