What Is Quote To Close? Definition & Guide
Quick Definition
Quote to close (also called quote-to-close ratio or close rate) is the percentage of countertop quotes that convert into signed jobs. If a fabrication shop sends 100 quotes in a month and 35 become confirmed orders, the quote-to-close ratio is 35%. This metric is one of the most important indicators of sales effectiveness in countertop fabrication, and it directly determines how much revenue a shop generates from its quoting effort.
TL;DR
- Quote to close measures what percentage of quotes turn into actual jobs
- The average countertop fabrication shop has a 25-40% quote-to-close ratio
- Top-performing shops hit 45-55% by quoting faster, following up consistently, and presenting options well
- Every 5% improvement in close rate at a mid-size shop can represent $10,000-$25,000 in additional monthly revenue
- Speed is the single biggest factor - shops that quote within 24 hours close at nearly double the rate of shops that take 3+ days
- Tracking this metric requires a CRM or quoting system that logs every quote and its outcome
- SlabWise Quick Quote helps shops respond in 3 minutes vs. 20, directly improving close rates
Why Quote to Close Matters
Every quote your shop sends costs money. Staff time to measure or estimate, material lookups, margin calculations, document preparation, and delivery - a single countertop quote takes 15-45 minutes of labor depending on job complexity.
If your close rate is 25%, three out of four quotes generate zero revenue. You're paying staff to produce quotes that go nowhere. Raising that rate to 35% means you're getting paid for your quoting effort more often - without doing more work or spending more on marketing.
Here's the math for a mid-size shop:
| Metric | 25% Close Rate | 35% Close Rate | Difference |
|---|---|---|---|
| Quotes sent per month | 80 | 80 | - |
| Jobs won | 20 | 28 | +8 jobs |
| Average job value | $4,500 | $4,500 | - |
| Monthly revenue | $90,000 | $126,000 | +$36,000 |
Same number of quotes. Same marketing spend. Same staff. $36,000 more per month just from closing a higher percentage of existing leads.
What Affects Quote-to-Close Ratio
Response Speed
This is the single biggest factor. Research across home improvement industries consistently shows that the first company to respond wins the job 60-70% of the time. In countertop fabrication, shops that deliver a quote within 24 hours of initial contact close at nearly double the rate of shops that take 3 or more days.
Why? Because homeowners who are shopping for countertops are contacting 2-4 shops simultaneously. The first quote they receive frames their expectations. By the time a slower shop responds, the homeowner has already mentally committed to the first option.
Quote Presentation
A quote that arrives as a plain-text email with a single number loses to a quote that includes:
- Material photos
- Edge profile options
- A breakdown of costs (material, fabrication, installation)
- Good-better-best pricing tiers
- A clear timeline
- Professional formatting
Homeowners are spending thousands of dollars. The quote document signals whether your shop is professional and trustworthy.
Follow-Up Consistency
Most countertop quotes don't close on first contact. The homeowner needs time to discuss with their spouse, compare options, finalize cabinet selections, or secure financing. Shops that follow up at structured intervals - 2 days, 7 days, 14 days, 30 days - convert far more quotes than shops that send a quote and wait.
Pricing Strategy
Shops that offer only one price point leave money on the table. A homeowner who can't afford your Level 3 granite quote might happily purchase Level 1 - but only if you presented that option. The good-better-best pricing approach gives customers a reason to say yes even if their budget doesn't match the first number they see.
Material Availability
Nothing kills a sale faster than "that slab is on backorder for 8 weeks." Shops with strong inventory visibility can confirm material availability during the quoting process, removing a major source of hesitation.
How to Calculate Quote-to-Close Ratio
The formula is straightforward:
Close Rate = (Number of Quotes That Became Jobs ÷ Total Quotes Sent) × 100
But there are a few decisions to make about what counts:
What Counts as a Quote?
Only count formal written quotes that include pricing. Verbal ballpark estimates over the phone don't count. If you include casual estimates, your denominator inflates and your close rate looks artificially low.
What's the Time Window?
Countertop sales cycles typically run 2-8 weeks from quote to decision. When calculating monthly close rates, you'll need to account for quotes that are still pending. Most shops calculate close rate on a rolling 90-day basis to smooth out timing issues.
Should You Separate Retail and Trade?
Yes. Trade quotes (from contractors and builders) and retail quotes (from homeowners) have very different close dynamics. Trade close rates are often higher (40-60%) because the contractor has already sold the homeowner - they just need a fabrication price. Retail close rates are typically lower (20-35%) because the homeowner is still shopping.
Benchmarks by Shop Type
| Shop Type | Typical Close Rate | Top Performer Close Rate |
|---|---|---|
| Small shop (under 30 jobs/month) | 25-35% | 40-50% |
| Mid-size shop (30-80 jobs/month) | 30-40% | 45-55% |
| Large shop (80+ jobs/month) | 35-45% | 50-60% |
| Trade-focused shop | 40-55% | 60-70% |
| Retail-only shop | 20-30% | 35-45% |
Higher-volume shops tend to have slightly better close rates because they've optimized their sales process through repetition. Trade-focused shops close at higher rates because their leads are further along in the buying process.
Improving Your Close Rate: Practical Steps
Speed Up Initial Response
Get your quote turnaround under 24 hours for simple jobs. AI quoting tools like SlabWise Quick Quote can generate estimates in 3 minutes from a photo submission - that kind of speed captures leads before they contact your competitors.
Present Good-Better-Best Options
Give every homeowner three price points. The budget option catches price-sensitive buyers. The mid-range option is where most customers land. The premium option sets the ceiling and makes the mid-range feel reasonable by comparison.
Build a Follow-Up System
Create a follow-up schedule and stick to it. Day 2: "Did you have any questions about the quote?" Day 7: "Just checking in - happy to walk through any details." Day 14: "We'd love to earn your business. Is there anything holding you back?" Day 30: "Prices are current for another 30 days."
Track Why You Lose
For every quote that doesn't close, record why. Price too high? Chose a competitor? Project delayed? Changed material plans? This data reveals patterns you can address. If 40% of lost quotes cite price, you have a pricing problem. If 30% went to a specific competitor, you need to understand what they're doing differently.
Reduce Friction in Acceptance
Make it easy to say yes. Digital quote acceptance, online deposit payments, and a clear "what happens next" explanation all reduce the gap between decision and commitment.
Frequently Asked Questions
What is quote to close in countertop fabrication?
Quote to close is the percentage of countertop quotes that convert into confirmed, signed jobs. It measures how effective a shop is at turning sales opportunities into actual revenue.
What is a good quote-to-close rate for a countertop shop?
The industry average is 25-40%. Top-performing shops achieve 45-55%. Trade-focused shops often close at 50-70% because their leads are more qualified.
How do I calculate my quote-to-close rate?
Divide the number of quotes that became jobs by the total number of quotes sent, then multiply by 100. Use a rolling 90-day window to account for the typical sales cycle length.
Why is speed so important for closing quotes?
The first fabricator to respond wins 60-70% of the time. Homeowners contact multiple shops and tend to commit to the first credible option they receive.
How can I improve my close rate without lowering prices?
Quote faster, present good-better-best options, follow up consistently, improve your quote presentation, and reduce friction in the acceptance process. Price is only one factor in the buying decision.
Should I track trade and retail close rates separately?
Yes. Trade and retail quotes have very different close dynamics. Blending them into one number obscures useful insights about each channel.
What kills a quote-to-close rate?
Slow response times, no follow-up, single-price quotes with no options, poor presentation, and difficulty in accepting the quote (requiring faxed signatures, in-person deposits, etc.).
How often should I follow up on an open quote?
At minimum: Day 2, Day 7, Day 14, and Day 30. Persistent follow-up is the most underused tool in countertop sales. Most shops give up after one attempt.
What role does quoting software play in close rates?
Quoting software reduces response time, standardizes presentations, automates follow-ups, and tracks outcomes - all of which directly improve close rates. Shops using dedicated quoting tools close 10-20% more quotes.
How much revenue does a 5% close rate improvement generate?
For a shop sending 80 quotes per month with a $4,500 average job value, a 5% improvement adds 4 jobs per month - roughly $18,000 in additional monthly revenue.
Can a good-better-best pricing strategy improve close rates?
Yes. Offering three price tiers gives customers who can't afford the top option a reason to say yes rather than walking away. Shops that adopted tiered pricing report 10-15% higher close rates.
Should I track quote-to-close rate monthly or quarterly?
Both. Monthly tracking shows trends and the impact of specific changes. Quarterly tracking smooths out variability from the natural sales cycle length.
Close More of the Quotes You're Already Sending
You don't need more leads - you need more of your existing leads to say yes. SlabWise Quick Quote gets estimates to homeowners in 3 minutes instead of 3 days, and the built-in follow-up system keeps your pipeline moving so quotes don't go cold.
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Sources
- Kitchen & Bath Business - "Sales Conversion Metrics in Countertop Fabrication" (2024)
- Natural Stone Institute - Sales Performance Benchmarking
- ISFA - Fabrication Business Profitability Standards
- Stone World Magazine - "Speed-to-Quote Impact Study" (2024)
- Countertop Fabricators Alliance - Revenue Optimization Reports
- Harvard Business Review - "The Short Life of Online Sales Leads" (referenced for speed-to-response data)