How to measure and improve your quote close rate
Your quote close rate is the single number that tells you whether your sales effort is working. Here's how to calculate it honestly, and the levers that actually move it.
Close rate is the percentage of quotes that turn into paid work. It's the cleanest measure of sales health you have — more honest than revenue (which hides how many chances you wasted) and more actionable than lead volume.
How to calculate it
The formula is simple: divide the number of quotes that became jobs by the total number of quotes you sent in the same period, then multiply by 100.
The formula
Close rate = (quotes won ÷ quotes sent) × 100. Measure won quotes by when they were sent, not when they closed, so slow-closing jobs aren't unfairly missed.
A worked example
Say you send 40 quotes a month at an average job value of £2,000. Here's what happens to your monthly revenue as your close rate improves — with everything else held constant.
| Close rate | Jobs won | Monthly revenue | Extra vs. 20% |
|---|---|---|---|
| 20% | 8 | £16,000 | — |
| 25% | 10 | £20,000 | +£4,000 |
| 30% | 12 | £24,000 | +£8,000 |
| 35% | 14 | £28,000 | +£12,000 |
Notice you didn't buy a single extra lead. Moving from 20% to 30% is £8,000 a month — around £96,000 a year — from quotes you were already sending. That's the whole argument for taking close rate seriously.
What actually moves the number
1. Follow up — every time
The biggest lever by far. Most quotes are sent once and never chased, yet plenty of buyers simply need a nudge. Consistent follow-up is the difference between a 20% and a 30% close rate for most trades. Our quote follow-up guide covers the timing and channels.
2. Speed
The first credible business to respond often wins. Get the quote out the same day, and send the first follow-up within 24–48 hours while the job is still fresh in the customer's mind.
3. Clarity of the quote itself
- Spell out what's included so the price doesn't feel like a gamble.
- Offer a good/better option where it fits — choices convert better than a single take-it-or-leave-it number.
- Make the next step obvious: exactly how to say yes.
4. Tone
Pushy kills deals; helpful closes them. See how to follow up without being pushy for the wording.
Track it, then improve it
- 1Count quotes sent and quotes won for the last three months.
- 2Calculate your baseline close rate.
- 3Add consistent follow-up to every open quote.
- 4Re-measure after a full quote cycle and compare.
You can see how Recloseify works to automate step three, and check pricing to weigh the cost against the numbers in the table above.
See your close-rate opportunity
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