To calculate quote win rate, divide quotes won by quotes won plus quotes lost in the same period, then multiply by 100. Leave open quotes out. In an illustrative example with 40 won, 60 lost, and 25 still open, the rate is 40%.

Published platform figures vary widely, from about 33% to 63% in the two examples below, and no agreed standard exists. A good rate beats your own previous periods, measured the same way. Tracked monthly, it shows whether changes to your pricing or follow-up are winning more of the work you quote for.

What does quote win rate measure?

Quote win rate measures the share of decided quotes that customers accept. A decided quote is one the customer has accepted or declined. This article labels win rate as accepted quotes divided by accepted plus declined quotes, so use the same rule when you compare periods.

Quoting software calculates the figure in different ways. Some tools include open quotes in the denominator, and some measure conversion over a date window. A rate from one system won't match a rate from another, so check the definition before you compare.

How do you calculate quote win rate?

Win rate = quotes won ÷ (quotes won + quotes lost) × 100, with open quotes excluded.

Illustrative example (not real data)

Source: illustrative figures.

Which quotes count in the rate?

Count only the quotes a customer has accepted or declined, and report pending quotes on a separate line. In the example above, adding the 25 open quotes to the denominator would cut the rate from 40% to 32%.

Which date should you measure quotes from?

Group quotes by the date you issued them, and state how long customers have had to reach a decision, so every period compares like with like.

A rate based on approval dates can mislead. If you measure conversion over a date window, approvals this month may come from quotes issued earlier, so the rate can even exceed 100%.

How should you split the rate?

Split your quote win rate by job type and customer group, because one blended figure hides where you win and lose work. Track repeat customers and first-time enquiries separately, because they may convert differently.

Reactive repairs and planned maintenance quotes belong on separate lines for the same reason.

How do you calculate win rate by quoted value?

Value-weighted win rate = value of quotes won ÷ value of decided quotes × 100. It shows how much of the money you quoted turned into work.

Illustrative example (not real data)

Source: illustrative figures.

In this example you win 40% of quotes by count but 30% by value, because the quotes you lose are larger on average (about £1,867 each, against £1,200 for those you win). Report count and value side by side, so a run of small wins can't hide the larger jobs you're losing.

What is a good quote win rate for field service?

No agreed standard exists for a good field service win rate. Published figures vary widely, depending on who was measured and how.

Each source measures a different group in a different way, so compare each figure only with businesses like the one measured.

Sources: Workiz estimates report and ServiceTrade press release. The definitions, customer groups, and methods differ, so don't average these figures.

Neither source defines its denominator, and ServiceTrade's figure is aggregate data from its own customers, reported by the vendor. Both are North American vendors, and other vendors, including UK platforms, publish different figures again, so treat any single number as indicative.

Definition alone can move a rate a long way. In the worked example above, counting the 25 open quotes cuts the rate from 40% to 32%, so a published figure means little until you know how it was calculated.

Your own trend, measured the same way each period, is the more useful test. Joblogic quoting software shows quotes raised by customer or site and the value still outstanding, so the counts behind your trend sit in one place.

Does quote turnaround time affect your win rate?

Speed helps you get considered for the job, but it is one factor among scope, price, availability, and existing relationships, so the first contractor to quote does not always win. No universal turnaround target suits every job.

The closest published evidence on speed is a 2011 Harvard Business Review study of 1.25 million leads at 42 US companies. Firms trying to reach a web lead within an hour were nearly seven times as likely to qualify it as firms trying even an hour later. Qualifying meant a meaningful conversation with a decision maker.

The study measured US web leads and did not look at quote acceptance. Set a turnaround you can hold for each job type, and track it beside your win rate.

How can you win more of your quotes?

Six quoting practices give you levers to test against your quote win rate. Measure each one against your own numbers before you roll it out.

Capture complete site details on the first visit

Engineers should record measurements, asset details, access constraints, and photographs on the first visit, so the quote doesn't wait on a second survey.

Price every quote from one maintained rate list

Price every quote from one approved, maintained rate list, so two people quoting the same job reach the same price.

Joblogic lets you price jobs and quotes from a schedule of rates, so every quote starts from the same figures. Schedule of rates is part of the Enterprise plan.

Send the quote before the engineer leaves site

Have the engineer start the quote on site, so the office can price, approve, and send it while the visit is fresh.

Joblogic lets engineers create an initial quote on site in the mobile app, and the office then prices and approves it.

Offer good, better, and best options

Good, better, and best options give the customer three priced scopes of work to choose from. Harvard Business Review explains the good, better, best approach as a pricing model built on tiers. For a heating repair, the three tiers could be a like-for-like part, an upgraded part, or a full replacement.

Follow up by an agreed date

Agree a follow-up date when you send the quote, and base it on the job's urgency, who has to approve it, and when the customer plans to decide.

Joblogic tracks quote email open and click rates, so the office can see who has opened the quote before calling.

Ask lost customers why they said no

Ask every customer who declines a quote why they said no, because silence does not tell you why a job was lost. Record a loss reason against each declined quote, then review the reasons by job type each month.

How can you track the numbers behind quote win rate in Joblogic?

Joblogic's quoting software dashboards show quotes raised by customer or site, the value of outstanding quotes, and each quote's percentage chance of converting. Use the raised and outstanding figures with your written definition to work out your win rate.

Customers can view and approve quotes online through the customer portal, which is part of the Enterprise plan. Count portal approvals like any other won quote, tied to the date each quote was issued.

Joblogic converts approved quotes into live jobs, so each win carries through to the work your engineers attend. Standard reports and dashboards come with every plan, and advanced reports and dashboards are part of the Enterprise plan, so check which tier covers the quote views you need.

Set one definition, then test one change

A reliable win rate starts with one written definition, one fixed decision window, and one change you can test. Write the definition down before you pull any numbers, so next quarter's report uses the same rule. Then group quotes by date issued, split them by job type, and add the value-weighted rate beside the count.

Let your biggest loss reason pick your first change. If customers go quiet, start with agreed follow-up dates. If they point to price, check job costing before you cut anything, because a lower price on loss-making jobs costs you money.

If you'd like to see quotes, quote tracking, and job costing working together, book a demo and bring the jobs your engineers quote every week.

Frequently asked questions about quote win rate

Is a 30% or 40% win rate good?

Neither is good or bad on its own, because win rate depends on your trade, your job sizes, and how you count it. A 40% rate sits between the two examples in this guide, about 33% and 63%, and 30% sits just below the lower one. Other vendors publish different figures again, so compare yourself with similar businesses and your own trend.

Does a high win rate mean your prices are too low?

Not on its own. A very high rate can point to underpricing, because almost every customer is saying yes. Joblogic job costing shows the profit on each job and helps you judge whether your quotes are too low or too high. Read profitability alongside your win rate, and check the margin on the jobs a rising rate brings in.

Does lowering your price raise your win rate?

Not necessarily, and it lowers the margin on every job you win. Check whether your recorded loss reasons point to price at all, and compare quoted and actual costs before you change a rate. Where price is not the reason you lose, a lower price only gives margin away.

What is the difference between win rate and close rate?

No single industry definition exists. Win rate in this guide counts only decided quotes. Some tools divide won quotes by all quotes, including open ones, and some measure conversion over a date window. Check how your system defines each figure before you compare.

How long should you wait before following up on a quote?

Follow up by the date you agreed with the customer, because no single interval suits every job. Base it on the job's urgency, who has to approve the quote, and when the customer plans to decide.