The win rate is 82%. Nobody remembers a quote being challenged.

A high win rate reads as proof the sales process is working. Read alongside two other numbers, it often says something quite different about price.

By Steve 5 min read
Abstract bridge artwork for The win rate is 82%. Nobody remembers a quote being challenged.

A win rate above eight in ten is usually reported as good news. It arrives in the monthly pack next to pipeline and revenue, and nobody interrogates it, because the alternative reading is uncomfortable: that the quotes are being accepted quickly because they are easy to accept. Win rate is not a measure of sales competence. It is the joint output of three separate things: which opportunities get quoted at all, how well the proposition is put, and where the price sits relative to what the buyer expected to pay.…

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