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Glossary Shop business & metrics

Close rate

Definition

What is a good close rate for a shop?

  • Close rate is the share of quotes or leads that turn into booked, paid jobs.
  • A low close rate usually points at slow follow-up or unclear pricing more than at price itself — which is why quote follow-up and speed-to-lead move it the most.

Why it matters to a shop

Close rate turns follow-up from a chore into an arithmetic problem — the same leads, worked properly, are worth more than new ones. It is also the cleanest way to see whether quiet quotes are a pricing problem or a response-time problem. On working the board that moves it, read sales pipeline detailing.

FAQ

Close rate questions, answered

What is a good close rate for a shop?

No figure published here would be worth trusting, because it depends on lead source, price point and how qualified the enquiries are, and a borrowed benchmark measures somebody else's shop. The useful version is your own trend: measure it monthly, and treat a fall as a question about follow-up speed and quote clarity before you treat it as a question about price.

Why do quotes go quiet instead of getting a no?

Usually because nothing came after the quote. A customer who asked three shops has three prices and no reason to choose; the one that follows up is the one still in the conversation. Slow first replies compound it, because by the time the quote lands the customer has already been sold by whoever answered first.

Does a higher price always lower close rate?

Less often than shops expect. A quote that explains what is covered, which film, and what the warranty actually promises can win against a cheaper one that explains none of those, because the customer can finally compare something other than the number. Discounting to fix a close-rate problem that was really a clarity problem costs margin and rarely moves the rate.

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Related terms

More from shop business & metrics — The owner-side numbers that decide whether a busy shop makes money.

Gross marginRevenue minus COGS, shown in dollars or as a percentage of the price. It's the number that tells you whether a busy calendar is actually profitable. A wall-menu list price is a revenue number; margin is the profit number underneath it.Live-margin quoteA quote that shows projected profit in dollars and percent as you build it, costed from the real material on your shelf — so an underpriced package gets caught before you send it, not at month-end. Service VIN's core difference from a flat estimate.Film tracked to the footInventory that counts film by the linear foot remaining on each roll, at the real cost you paid, with lot numbers and reorder points — instead of treating a four-figure roll as a single line item. It's what makes true material COGS and reorder alerts possible.Average ticketThe average revenue per completed job. Raising it with upsells (a coating over PPF, a windshield film, a maintenance plan) is often faster than chasing more leads, because it earns more from work you already booked.Speed-to-leadHow fast you respond to a new inquiry. The shop that answers first usually wins the job, so replying in seconds — even with an AI lead responder after hours — beats a polished reply that lands the next morning.DepositA payment collected when a customer books, to hold the bay and commit them to the job — the money you order film against. Deposits turn a hopeful maybe into a committed booking and are the single biggest lever against no-shows.

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