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quote to win ratio..

I just wondered what the LJN masses thought was a good ratio.. what percentage of jobs won should we all be aiming for?

50%? I have always thought above that and I'm doing ok. and so far this year i am above it!

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  • PRO
    Always hope for 100% :-)

    Seriously, I suspect it differs across the spectrum of landscaping work. From memory we achieve somewhere around 1 in 2-3 or 4 so a win ratio of 25% to 50%.

    This is normally for tendered work. Once we establish a good commercial relationship, I really would expect the ratio to be up above 75%.

    However, outside of a commercial relationship ( ie one off quoting ) a win rate of 100% suggests you may be underpricing work. Correspondingly, a win rate approaching 0% suggests you are too expensive, are not capable of closing a deal or some other issue is preventing the customer from engaging you. That's where simple sales or negotiating skills come into play.
  • at present I'm at about 60% for domestic enquiries.. which is about right i would say.. Like you said.. winning them all to cheap, not any too expensive.. boils down to customer service and salesmanship then doesn't it

  • PRO

    I would say that's a reasonably good win rate, but like our win rate; I think on its own it does not show full story, that only comes with determining how profitable a job is and how busy your diary is ...

    So, it's a bit like a 3 dimensional chess game ;-)

    Will be interesting to see and understand other views on this....

  • We tend to convert 1 in 3 or 1 in 4. I am changing our key demographic this year so hopefully that will go up to 1 in 2 to 1 in 3. Its all about the AB readers this year.

  • I would say I average about 70%.

  • 70% as well.

  • I have kept my % of successful quotes since starting up in 2000. During 2013 I hit a 75 % success rate.

  • PRO

    On domestic work ( of which we do very little, through joice), nearly every job I price, but I think thats more down to the fact my domestic work comes mostly from referal. On my bread and butter commercial work, its about 70 - 80% success rate and from doing a customer poll last year I found it was down to being grounded and efficient in the processes we use to carry out commercial grounds maintenance.

  • PRO

    Domestic work has always been very, very price sensitive and sometimes shows little loyalty unless you have a managed to build up some form of relationship.

    Many commodity services (I'll suggest "mow, blow & go" and basic lawn care as examples) are often won by the cheapest and until you've moved away from that end of the market where clients value your services and your provide add-ons, this will be always be the case,

  • I wouldn’t get too hanged up on percentages just yet.

    Firstly analyse what quotes you have won and why? Also from what source did they find you.

    Now repeat the same exercise on those that you lost.

    Finally, identify the your idea client base. This can be anything from location, type of work, size of garden, their income profiles, type of organisation (HA, private flats, business parks) etc.

    Now ask the question, what percentage of my idea client base am I getting asked to quote and win.

    Out of the ones that you secured, double check that they are profitable.
    Being armed with all the relevant information, tailor if required your marketing campaign to target your idea client.

    It is better to get 20% of your ideal client than 100% of ones that not match your profile or even worst at cheap as chips hourly / fixed price rates.

    If you feel that you are not converting sufficient number of quotes – then analyse again why, is your presentation letting you down, are you selling on price or benefits etc.

    Not everyone will want to win every idea job they get asked to quote for, set yourself a limit of how many new clients you want to acquire over a period of time and chase after them.

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