Winning More Deals

Creating a quote is easy. Creating a quote that wins the deal takes a bit more thought. This guide covers proven practices for improving your win rate.

Speed Wins Deals

The 24-Hour Rule

In B2B equipment sales, the first quote often wins. Customers have momentum when they request a quote — capitalize on it.

Target response times:

Request Type	Target Response
Email inquiry	Same day
Phone request	Within 2 hours
Urgent project	Within 1 hour

WellQuote helps here: with your catalog pre-built, quotes take minutes instead of hours.

Acknowledge Immediately

If you can’t quote immediately, acknowledge the request:

“Got your request for the Johnson project. I’ll have a quote to you by end of day.”

This buys you time while showing you’re on it.

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Professional Presentation

Your Quote Is Your First Impression

Many customers judge your company by your quote before they meet you. A professional quote says:

• “We’re organized”
• “We pay attention to detail”
• “We’re serious about this business”

Branding Matters

In WellQuote, customize:

• Logo — High-resolution, prominent placement
• Colors — Match your brand
• Footer — Include contact info and certifications

Clarity Over Cleverness

Your quote should be scannable. Customers should find:

1. What they’re getting (products, specs)
2. How much it costs (clear line items)
3. What happens next (payment terms, validity)

Avoid jargon. If your customer doesn’t know what “XYZ-200-A” means, add a description.

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Strategic Pricing

Show Your Value

Don’t just list prices — show what customers get:

• Include specifications — Makes comparison harder
• Bundle strategically — Kits feel like better value than parts lists
• Highlight inclusions — “Price includes installation materials and 2-year warranty”

Discount Psychology

When discounting:

• Round numbers feel arbitrary — “15% off” feels made up
• Specific numbers feel calculated — “12.3% off” feels like you ran the numbers
• Explain the discount — “Volume discount for 10+ units” justifies the price

Competitive Awareness

If you’re using WellQuote’s project tracking:

• Check if you’re high or low before finalizing
• Adjust your discount if you’re significantly off-market
• Document your reasoning for future reference

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Follow-Up Strategy

The View Notification

WellQuote tells you when a customer views your quote. Use this:

Behavior	What It Means	Your Action
Viewed once, quickly	Scanning, not ready	Wait 2-3 days
Viewed multiple times	Seriously considering	Follow up today
Viewed, then nothing	Comparing options	Follow up with value-add
Never viewed	Didn’t receive or lost interest	Re-send, try phone

Timing Your Follow-Up

Don’t be pushy, but do be present:

• Day 1-2: No follow-up unless they viewed multiple times
• Day 3: Soft check-in (“Just making sure you received…”)
• Day 7: More direct (“Any questions I can answer?”)
• Day 14: Final push or move on

Add Value, Not Pressure

Follow-ups should offer something:

• “I noticed the system we quoted has a new efficiency rating…”
• “Just wanted to share a case study from a similar project…”
• “Happy to schedule a quick call if you have questions…”

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Handling Objections

Price Objection

When they say “too expensive”:

1. Understand the comparison — “Compared to what?”
2. Reframe value — “This includes X, Y, Z which others quote separately”
3. Offer alternatives — “I can quote a smaller system that fits your budget”

Timing Objection

When they say “not right now”:

1. Set a future date — “When would be a better time to revisit?”
2. Stay in touch — Add to your follow-up calendar
3. Extend validity — “I’ll keep this quote valid for 60 days”

Comparison Objection

When they’re shopping around:

1. Highlight differentiators — What makes your offer unique?
2. Offer to match — If you can, match on the important items
3. Ask for the opportunity — “If I can match the other quote, would you go with us?”

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Using Projects to Win

WellQuote’s project tracking gives you visibility others don’t have:

Know Your Position

Before finalizing your quote:

• How many competitors are bidding?
• Are you high, low, or in the middle?
• What’s the typical margin for this project type?

Strategic Adjustments

If you’re significantly high:

• Consider a volume discount
• Offer extended payment terms
• Include something extra (extended warranty, installation support)

If you’re significantly low:

• Double-check your costs
• Consider holding margin — you might be leaving money on the table
• Document why you’re competitive (efficiency, volume purchasing)

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Conversion Metrics

Track these in WellQuote:

Metric	What to Watch
Win Rate	% of quotes that become orders
Response Time	Average time to quote after request
View-to-Decision	Time from first view to accept/reject
Average Discount	Are you giving away too much margin?

Review monthly. Look for patterns:

• Which product categories convert best?
• Which customers have highest win rates?
• Does response time correlate with wins?

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Quick Wins Checklist

• Respond to quote requests within 24 hours
• Use professional branding on all quotes
• Include product specs, not just model numbers
• Set up view notifications
• Follow up when customers view multiple times
• Check project status before finalizing pricing
• Review win rate monthly

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Need help improving your win rate? Contact our team for a quote review.