What is one point of win rate worth?
Most businesses know roughly how many quotes they send and roughly how many they win. Very few know what a five-point improvement is worth, which is why quoting is the least-optimised part of a trade business. This puts a figure on it.
Your numbers
The answer
Win rate
32.5%
13 of 40 quotes
Revenue per quote sent
$845.00
Won and lost together
Revenue a month
$33,800
13 jobs at $2,600.00
Worth of +5 points
$62,400
Extra revenue a year
Gross profit from the same lift
$21,840
At 35% margin
Extra quotes to match it
6.2
About 9.2 hours of quoting a month
How this was worked out
- Win rate
- 13 ÷ 40 × 100 = 32.5%
- Revenue
- 13 × $2,600.00 = $33,800
- Revenue per quote sent
- $33,800 ÷ 40 = $845.00
- Won at 37.5%
- 40 × 37.5% = 15 jobs
- Extra revenue a year
- ($39,000 − $33,800) × 12 = $62,400
Your revenue at each win rate, same quote volume
| Win rate | Jobs a month | Revenue a month | Gross profit a year |
|---|---|---|---|
| 22.5% | 9 | $23,400 | $98,280 |
| 27.5% | 11 | $28,600 | $120,120 |
| 32.5% — you are here | 13 | $33,800 | $141,960 |
| 37.5% | 15 | $39,000 | $163,800 |
| 42.5% | 17 | $44,200 | $185,640 |
No published quote win rate exists for any trade in any market, so there is no benchmark row here. The only useful comparison is your own previous months.
What to do with this
- You win 32.5% of the quotes you send. Every quote that leaves the office is worth $845.00 of revenue on average, whether you win it or not.
- Lifting the win rate by 5 points to 37.5% is worth $5,200 a month — $62,400 a year, and $21,840 of gross profit.
- The alternative is writing 6.2 more quotes a month at your current rate, which is about 9.2 extra hours of quoting. Follow-up on the quotes you have already written is nearly always the cheaper route.
- The single most effective change most trades make here is a second contact two days after the quote goes out. It costs nothing and it is the one thing almost nobody does consistently.
Change anything above and the link in your address bar changes with it, so you can send the exact result to whoever needs to see it. Nothing you type is sent anywhere — the whole calculation happens in your browser.
What this does, and how the maths works
What it does
- 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.
How to use it
- 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.
The 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
Reading the answer
- 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.
What it cannot tell you
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.
Where every figure on this page came from
Every default in the calculator above is either your own number or a figure from one of the studies below, with the market and the sample stated. Nothing here is an estimate somebody felt was about right, and no United States figure is wearing an Australian label.
This tool cites no third-party figures. Every input is your own, which means the answer is only as good as the numbers you put in — and that nothing here is a benchmark dressed up as a default.
Frequently Asked Questions
Everything you need to know about working with SoudCoh
Have more questions? Let's chat!
Book a Free Strategy CallThere 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.
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.
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.
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.
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.
Run these next
One number rarely settles anything on its own. These three answer the questions this one raises.
Leads to booked jobs
Walk a month of enquiries through answering, booking and completion to see the real lead-to-job rate and which stage is costing you the most work.
ServiceTitan 2022
Charge-out rate
Set an hourly rate from what you need to earn, the overheads you carry and the hours you can genuinely bill, rather than from what the competition charges.
ATO
Customer lifetime value
Add repeat work, retention and referrals to a first job, then set the result against your acquisition cost — with no invented benchmark ratio attached.
Your own numbers only — no benchmark used
We will read
your real ones.
Send us the account rather than the estimate. We will tell you what it is actually costing to win a job, which part of the chain is leaking, and whether it is worth fixing — before anyone asks you to sign anything.