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Opportunity Win Rate

Calculate what percentage of your sales opportunities actually turn into won deals.

100% client-side. Nothing you type is uploaded or stored on a server.

For a business that sells through quotes and proposals — contractors, agencies, suppliers, wholesalers, consultants — the win rate is the number that turns a pipeline into a forecast. Out of every ten qualified opportunities you pursued, how many did you win? Know it and you know how many quotes you must send to hit the month, which deal sizes you win most, and whether pricing or sales skill is the constraint. This calculator computes win rate by count and by value, loss reasons, and the pipeline needed for a revenue target.

The formulas

  • Win rate (count) = Deals won ÷ (Won + Lost) × 100. Open deals are excluded until decided.
  • Win rate (value) = Value won ÷ (Value won + Value lost) × 100 — often lower, because big deals are lost more often.
  • Required pipeline = Target revenue ÷ Win rate (value).

An interior contractor sent 40 quotes last quarter, won 14, lost 20, 6 still open: win rate 41% by count. Won value ₹52 lakh vs lost ₹95 lakh → 35% by value. To book ₹80 lakh next quarter they need about ₹2.3 crore of quotes.

How to use the calculator

  1. Enter deals won and lost (and, optionally, their total values) for the period.
  2. Enter the revenue target to see the pipeline value and number of quotes needed at the current rate.
  3. Tag lost deals by reason — price, timing, competitor, no decision — to see where losses concentrate.
  4. Segment by deal size, source or salesperson to find where the rate is highest.
  5. Combine with sales cycle length to know when the pipeline must exist.

What win rate tells you

  • Below 20%: quoting too widely — qualify harder before spending time on a service quote.
  • 20–40%: normal for competitive B2B and contracting.
  • Above 60%: either you are excellent or under-priced; test a 5–10% price increase on the next quotes and watch the rate.
  • Value rate far below count rate: you win small and lose big — look at how large deals are handled (site visits, references, payment terms).
  • "No decision" as the main loss: the problem is urgency, not competition; add deadlines and follow-ups.

Improving win rate

  • Respond first: quotes delivered within a day win disproportionately; the first response time tool keeps you honest.
  • Quote well: itemised scope, GST shown clearly, validity date, payment terms (advance via a proforma invoice), and references. How to structure it is in How to write a quotation that gets accepted.
  • Follow up on a schedule: 2 days, 7 days, 14 days.
  • Ask why you lost — every time; the reason tags come from these calls.
  • Protect margin: winning at a loss is worse than losing; run the numbers in the profit margin calculator before discounting.

Frequently asked questions

Should open deals count in the win rate?

No. Win rate uses decided deals only (won + lost). Track open deals separately as pipeline.

Count or value — which matters?

Both. Count shows sales effectiveness; value shows revenue reality. A big gap between them is itself a finding.

What is a good win rate?

20–40% for competitive quoting is typical; above 50% for referral-led work. Watch your own trend and the loss reasons.

How do I handle deals lost to "no decision"?

Count them as lost when they go quiet beyond your normal sales cycle. A high share signals weak urgency in your proposals.

How many quotes do I need per month?

Monthly target ÷ average deal value ÷ win rate. The calculator shows it once you enter the target.