The enquiry arrived Monday morning. The quote went out Thursday.

Most firms measure win rate and cost per lead. Very few measure the hours between an enquiry landing and a human answering it: where a surprising share of the outcome is already decided.

By Steve 5 min read
Abstract bridge artwork for The enquiry arrived Monday morning. The quote went out Thursday.

A business with a 30% win rate on quoted work will usually treat that number as a statement about its pricing, its proposals, or the quality of its salespeople. Sometimes it is. But in a great many firms, a meaningful slice of the losses were settled before anyone wrote a price, in the two or three working days between an enquiry arriving and someone replying to it properly. This is one of the few levers in a business that costs almost nothing to pull and does not require a better…

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