{
  "$schema": "https://soudcoh.com/tools/data/index.json",
  "slug": "quote-to-win-calculator",
  "name": "Quote win rate",
  "category": "Sales and conversion",
  "url": "https://soudcoh.com/tools/quote-to-win-calculator",
  "dataUrl": "https://soudcoh.com/tools/data/quote-to-win-calculator.json",
  "currency": "AUD",
  "updated": "2026-08",
  "summary": "Work out your quote win rate, the revenue behind every quote you send, and what a five-point improvement is worth against the alternative of simply quoting more.",
  "whatItDoes": [
    "Works out your win rate and the average revenue behind every quote you send, won or not.",
    "Prices an improvement in the win rate against the alternative — writing more quotes at the current rate — so you can see which is the better use of a week.",
    "Shows how many extra quotes you would have to write to match the improvement, which is usually the number that changes people's minds."
  ],
  "howToUse": [
    "Enter the quotes you sent last month and the number that turned into paid work. Count the quote in the month it was sent, not the month it closed, and give slow-closing work a longer window.",
    "Enter the average value of the quotes you win — not of all quotes, since the ones you lose skew larger in most trades.",
    "Set how many points of improvement you want to test. Five is a realistic target from follow-up alone."
  ],
  "formula": [
    "Win rate = quotes won ÷ quotes sent × 100",
    "Revenue per quote sent = revenue ÷ quotes sent",
    "Revenue at improved rate = quotes sent × (win rate + uplift) × average value",
    "Extra quotes needed to match = uplift ÷ current win rate × quotes sent"
  ],
  "interpret": [
    "If a five-point lift is worth more than a month of extra quoting, follow-up is the highest-paid work in the business that week.",
    "A low win rate with high quote volume is a qualification problem: you are quoting work you were never going to get, and each of those quotes costs a site visit.",
    "A high win rate with low volume usually means you are priced too low. It is the one case where a falling win rate is good news."
  ],
  "limitation": "No published quote win rate exists for any trade in any market, so there is nothing to compare yourself against here — only against your own previous months. Track it monthly and the trend will tell you more than a benchmark ever would.",
  "inputs": [
    {
      "key": "quotes",
      "label": "Quotes sent last month",
      "kind": "number",
      "default": 40,
      "min": 1,
      "max": 100000,
      "unit": "count",
      "help": "Count each quote once, in the month you sent it.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "won",
      "label": "Quotes won",
      "kind": "number",
      "default": 13,
      "min": 0,
      "max": 100000,
      "unit": "count",
      "help": "Turned into paid work. If your work closes slowly, use a month far enough back that most have resolved.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "avgValue",
      "label": "Average value of a won quote",
      "kind": "currency",
      "default": 2600,
      "min": 1,
      "max": 10000000,
      "unit": "AUD",
      "help": "Of the ones you win, excluding GST.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "margin",
      "label": "Gross margin",
      "kind": "percent",
      "default": 35,
      "min": 1,
      "max": 100,
      "unit": "percent",
      "help": "After labour and materials.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "uplift",
      "label": "Improvement to test",
      "kind": "percent",
      "default": 5,
      "min": 1,
      "max": 50,
      "unit": "percent",
      "help": "In percentage points. Five is a realistic target from disciplined follow-up.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    },
    {
      "key": "hoursPerQuote",
      "label": "Hours to produce a quote",
      "kind": "number",
      "default": 1.5,
      "min": 0,
      "max": 200,
      "unit": "count",
      "help": "Site visit, measuring, writing it up. Used to price the cost of quoting more instead.",
      "sourceId": null,
      "sourceNote": null,
      "options": null
    }
  ],
  "defaults": {
    "quotes": 40,
    "won": 13,
    "avgValue": 2600,
    "margin": 35,
    "uplift": 5,
    "hoursPerQuote": 1.5
  },
  "exampleResult": {
    "headline": {
      "label": "Win rate",
      "value": "32.5%",
      "note": "13 of 40 quotes"
    },
    "outputs": [
      {
        "label": "Revenue per quote sent",
        "value": "$845.00",
        "note": "Won and lost together"
      },
      {
        "label": "Revenue a month",
        "value": "$33,800",
        "note": "13 jobs at $2,600.00"
      },
      {
        "label": "Worth of +5 points",
        "value": "$62,400",
        "note": "Extra revenue a year"
      },
      {
        "label": "Gross profit from the same lift",
        "value": "$21,840",
        "note": "At 35% margin"
      },
      {
        "label": "Extra quotes to match it",
        "value": "6.2",
        "note": "About 9.2 hours of quoting a month"
      }
    ],
    "workings": [
      {
        "label": "Win rate",
        "expression": "13 ÷ 40 × 100 = 32.5%"
      },
      {
        "label": "Revenue",
        "expression": "13 × $2,600.00 = $33,800"
      },
      {
        "label": "Revenue per quote sent",
        "expression": "$33,800 ÷ 40 = $845.00"
      },
      {
        "label": "Won at 37.5%",
        "expression": "40 × 37.5% = 15 jobs"
      },
      {
        "label": "Extra revenue a year",
        "expression": "($39,000 − $33,800) × 12 = $62,400"
      }
    ]
  },
  "shareableExample": "https://soudcoh.com/tools/quote-to-win-calculator?quotes=40&won=13&avgValue=2600",
  "faqs": [
    {
      "question": "What is a good quote win rate for a tradie?",
      "answer": "There is no published figure for this. We looked, and every number in circulation is an assertion on a blog with no dataset behind it, so this tool has no benchmark row and no target. What it can tell you is the shape: a win rate above about 70% usually means the pricing is low, and one below about 15% usually means too many site visits are being given to work that was never going to land. Between those two, your own trend month to month is the only comparison worth having."
    },
    {
      "question": "Is it better to win more quotes or write more quotes?",
      "answer": "Almost always to win more of the ones you have already written, because the cost is a phone call and the cost of a new quote is a site visit. This tool prices both: it shows the revenue from a few points of win rate and then how many extra quotes you would have to write to match it, with the hours attached. In most trade businesses the follow-up wins that comparison easily."
    },
    {
      "question": "Should I count quotes I never heard back about?",
      "answer": "Yes. They cost you a site visit and an hour of writing, and excluding them makes the win rate look better than the business is. If a lot of quotes disappear without an answer, that is the finding — it usually means the follow-up is missing rather than the price being wrong."
    },
    {
      "question": "How do I raise my win rate without dropping the price?",
      "answer": "Speed and follow-up, in that order. A quote that arrives the same day beats one that arrives on Thursday, and a second contact two days later recovers work that had simply drifted. After that, the content of the quote matters more than the number on it: what is included, what is excluded, and when you can start. Dropping the price is the lever that also drops the margin, so it belongs last."
    },
    {
      "question": "My win rate went down but revenue went up. Is that bad?",
      "answer": "Usually not. If the average value of the work you win has risen at the same time, you have repriced and lost the jobs at the bottom, which is the trade most businesses want to make. Watch gross profit rather than win rate for a few months and see which direction it moves."
    }
  ],
  "sources": [],
  "relatedTools": [
    "https://soudcoh.com/tools/lead-to-job-calculator",
    "https://soudcoh.com/tools/charge-out-rate-calculator",
    "https://soudcoh.com/tools/customer-lifetime-value-calculator"
  ],
  "licence": {
    "terms": "Free to reuse with attribution to SoudCoh and a link to the page it came from. Third-party figures remain the property of the publisher named on each row and must keep their market and year attached.",
    "attribution": "SoudCoh — https://soudcoh.com/tools"
  }
}