Contents6 sections
You visit a site, calculate materials and write a quote. After that, you hear nothing. If this happens regularly, it pays to look at your whole process: from the first enquiry to the decision.
Increasing your close rate does not automatically mean lowering your prices. Often you can spot obstacles before sending and make the decision easier. The following nine levers show you where to start if you want to win more jobs.
Key points at a glance
- Measure accepted and sent quotes using a consistent rule.
- Clarify needs, budget range and decision process before the quote.
- Make the benefit, price and next step easy to understand.
- Follow up systematically and document the reasons for rejections.
What is the close rate – and how do you measure it?
The close rate shows what share of the quotes you send is accepted. You calculate it like this: accepted quotes divided by quotes sent in a defined period. To express it as a percentage, multiply the result by 100.
A fictitious example: a landscaping firm sends 20 quotes in April. Of these, 6 have been accepted by the defined evaluation date. The calculation is: 6 divided by 20 times 100 gives a close rate of 30 per cent. This is purely an example, not an industry benchmark.
What matters is that the numerator and denominator match. Look, for example, at all quotes sent in April and check later which of them were accepted. A March quote accepted in April then does not belong in this group. Mark pending decisions separately so you do not count them as rejections too early.
For each quote, record the date sent, amount, status and, if applicable, the reason for rejection. Do not count revised versions of the same quote as new sales opportunities. Compare your quote close rate across similar periods and types of job: a small repair job has a different decision process from a complete garden design.
Before the quote: handling the right enquiries faster
Your quoting success starts with the first conversation. If you understand the starting point, you can quote more specifically and avoid working on a solution that misses the actual need.
1. Quote faster
Acknowledge an enquiry promptly and give a realistic date for sending the quote. If information is missing, ask for it specifically rather than leaving the enquiry lying around. That way the other person knows when to expect your quote.
Prepare recurring services as text blocks. A painting firm, for example, can pre-write surface preparation, covering work and painting. Still check quantities, accessibility and special requests for each job individually.
2. Clarify the need in advance
Do not just ask which service is wanted, but what result is needed. For an agency, “new website” might mean fewer phone queries, easier appointment booking or a clearer presentation of the offer.
Also clarify the budget range, desired date and decision process. Ask specifically: “Who else will look at the quote?” and “What needs to be in place for the solution to work for you?” Record the answers as the basis for your quote.
3. Prioritise the right enquiries
Check whether the enquiry fits your services, capacity and service area. A landscaping job outside your usual region can become disproportionately costly because of travel and supervision. You should recognise this before the detailed calculation.
Handle suitable, sufficiently clarified enquiries first. For unclear projects, arrange a short conversation first. A better rate does you little good if it means taking on jobs you can hardly carry out profitably or on time.
In the quote: making the decision easier
Your quote should be understandable even without a verbal explanation. Your customer needs to see what problem you solve, what is included and what they are being asked to decide.
4. Show the benefit instead of a bare list of services
Connect the most important services with the goal you discussed. Instead of just writing “Revise navigation”, an agency explains: “We will organise your services so that visitors find the right offer more easily.” The scope and specific work steps follow.
Stick to results you can describe in a way that can be checked. An accounting firm might explain the agreed preparation of documents and responsibilities. Sweeping promises of guaranteed savings or additional revenue, on the other hand, create false expectations.
5. Offer options and variants
Some customers need a smaller solution, others want additional services. Offer a clearly described base and a few suitable additions. A landscaping firm could list planting or additional lighting as an option for a patio design.
For each variant, explain the difference and the extra benefit. With an interactive quote, customers can select or deselect optional items and see the updated price immediately. Be careful not to split off essential components as seemingly optional extras.
6. Build the price clearly and create trust
Break the price down into understandable work packages and name assumptions and exclusions. A fictitious example: an agency quotes CHF 2,400 for concept, CHF 3,600 for design and CHF 5,700 for implementation, totalling CHF 11,700. Add which results and rounds of revisions are included.
Show a relevant reference, approved project images and a specific contact person. Also explain clearly how VAT is reflected in the price. Which VAT details are required generally depends on the individual case; this is not legal advice. If in doubt, ask a professional, such as your accountant.
After sending: guiding decisions in a targeted way
Your work is not finished once you have sent the quote. A clear way to accept and reliable contact help you identify open questions early.
7. Create a simple way to accept
At the end of the quote, write how your customer can place the order. Avoid a process where they first have to print, sign, scan and write a new e-mail. A signature directly in the proposal can simplify these steps.
Make sure the scope of services and selected options are clear before acceptance. With Saley, your customer can accept the proposal directly online or sign it electronically. Also describe which next step you will agree with them after they say yes.
8. Follow up systematically and helpfully
Where possible, agree a suitable time for a response during the conversation. When following up, ask specifically whether anything about the scope, process or price is unclear. A personal reference to the project makes your message more helpful than a bare “Have you decided yet?”.
Use fixed reminders or automatic follow-up e-mails if there is no response. If you can see when and for how long a quote was viewed, treat this as a clue. It tells you neither that there is a firm intention to buy nor what a particular objection might be.
9. Analyse lost quotes
After a rejection, ask politely about the deciding reason. Was the scope wrong, the date too late or the project put on hold for now? Also accept it if the other person does not want to say more.
Document the answer as specifically as possible and separate statements from assumptions. “No response” does not automatically mean “too expensive”. If similar reasons keep coming up, review your needs assessment, your presentation or your choice of enquiries in a targeted way.
Where you should start
Take your most recent decided quotes and look for the most common obstacle. Did you often have to explain services afterwards? Did responses fail to arrive? Or did it only become clear late on that budget and scope did not match?
Start with one lever you can apply consistently. If you lack an overview, begin with a simple status list and fixed follow-up dates. If the questions are always similar, revise the relevant parts of your template.
After a suitable evaluation period, check what has changed. Look not only at the close rate but also at job value, effort and commercial fit. Your goal is more suitable jobs that you can carry out reliably and on sustainable terms.
This article is intended as general guidance and is not legal advice. For legal or tax questions, please contact a professional, for example your accountant.
