Definition
Close rate
Close rate is the percentage of sales opportunities that end in a won deal. If you quote 20 jobs and win 6, your close rate is 30 percent. It measures how effectively your team turns qualified leads and quotes into actual customers and revenue.
Close rate focuses on the final step: turning a real opportunity into a sale. Unlike broad conversion rate, it looks at leads who were genuinely in the market, such as everyone you sent a quote to, and how many said yes.
A low close rate points to problems in pricing, follow-up, or trust, not marketing. Often the fix is speed and persistence: fast quotes, prompt answers to questions, and steady follow-up win deals that a slower competitor loses.
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