Win Rate
Win rate is the share of quotes that turn into jobs, out of every quote you send. A very high win rate is usually a pricing signal, not proof that you are good at selling.
What it means
Divide jobs won by quotes sent over the same period, and you get win rate. It is worth tracking on its own, not just as a feel-good number — it tells you which of two very different problems you actually have.
A very high win rate — most people saying yes — usually means the price is lower than the market would bear, since almost anyone accepts a bargain. A very low win rate at a price you believe is fair points somewhere else: at the quote document itself, or at how the job was followed up, not at the number on the page.
You sent 20 quotes last quarter and won 16 of them — an 80% win rate. That is worth a second look at your prices, not a celebration; a rate that high on real jobs usually means you left money on the table.
Treating a high win rate as pure good news, when it is usually the clearest signal available that the price itself is too low.
See also
Where this shows up
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- guide How to price a job so the number holds up The quote only works if the number underneath it does. Start with the price, then write it up.
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