How Can You Get Better Insights on Your Quote Win-Loss Ratio?
How Can You Get Better Insights on Your Quote Win-Loss Ratio?
If you’re sending out tons of freight quotes but not winning as many as you’d like, you’re not alone. Many logistics companies struggle to track why some quotes land and others don’t. Without the right visibility into your quote win-loss ratio, it’s nearly impossible to refine your pricing strategy, improve sales performance, or identify your most profitable lanes.
So how can you start making data-driven decisions that actually improve your win rate?
What Is Quote Win-Loss Ratio and Why Does It Matter?
Your quote win-loss ratio tells you how many of your submitted freight quotes actually turn into booked loads. It’s a key sales performance metric that can reveal:
- Which customers are the most loyal
- Whether your pricing is competitive
- Where you’re losing business—and why
Without accurate tracking, you’re just guessing at what’s working and what’s not.
Companies like RoseRocket have made it easy for brokerages and carriers to monitor this data right inside their TMS. But you don’t need their exact platform to start gaining the same clarity.
How Do You Track Quote Win-Loss Ratio in a Freight Business?
To track win-loss effectively, your tools need to:
- Log every quote sent and its outcome
- Capture data points like customer name, lane, quote amount, and win/loss reason
- Analyze trends over time across lanes, reps, or customer types
Most brokerages miss out on these insights because they rely on manual quoting, disconnected spreadsheets, or outdated TMS tools that don’t surface this data easily.
Look for TMS Features That Automate This Process
Some modern TMS platforms now include:
- Quote tracking dashboards that show your win rate by lane, customer, or rep
- Automated tagging for reasons a quote was lost (e.g., price too high, capacity issues)
- Performance reports so you can compare conversion rates and optimize your quoting strategy
These tools don’t just help you see what’s happening—they help you improve what happens next.
How Do You Use These Insights to Improve?
Once you know your quote win-loss ratio, the next step is action. Here’s what that could look like:
- Adjust pricing strategies in lanes with high loss rates
- Coach reps who have below-average win rates
- Double down on customers or lanes where your quotes consistently win
- Test new value-adds like faster response times or bundling services to win more business
This kind of continuous feedback loop is what separates reactive freight teams from proactive, profitable ones.
Want Better Quote Insights? Start with the Right Tools
Book a demo with us and see how Rose Rocket gives you the visibility, insights, and tools to improve your quote win-loss ratio — and your bottom line.
