Quote Win Rate by Industry 2026: From 10% to 80%+ [Full List]

Win rates for quotes and proposals swing from below 10% for the weakest professional-services firms to above 80% for the strongest, according to a set of named benchmark reports published in 2025 and 2026. A single blended average, the 20% to 34% figures cited across the broader B2B data, hides that spread almost entirely. This report pulls together how quote and proposal win rate actually breaks down by industry, region, and firm performance tier, so a business can compare itself against a benchmark that actually matches its market rather than a generic average.

How much does a quote or proposal win rate vary by industry?

Far more than a single average close rate suggests. Flowcase’s professional-services benchmarking data puts the bottom 4% of firms below a 10% win rate and the top 2% above 80%, an eight-times spread within a single industry category. Consulting runs narrower but still wide, with SystemX reporting a 30% to 50% typical win rate and top firms reaching 60%, while B2B SaaS sits lower across the board at 20% to 30% per Outreach.ai, generally skewing higher for teams focused on smaller, SMB-sized deals rather than enterprise accounts.

Figure 1: Reported win-rate range by industry, low vs high end. Source: Flowcase, SystemX, Outreach.ai, and Service Roundtable/Nexstar Network benchmark data, as separately cited in each section below.

HVAC and other home-service trades follow a similar pattern to consulting: Service Roundtable and Nexstar Network data put residential HVAC replacement close rates on in-home estimates at 30% to 50%, with top-performing contractors converting above 60%, almost the identical range SystemX reports for consulting despite being a completely different type of business. That two unrelated industries land on nearly the same range is a reasonable signal that the 30%-to-60% band reflects something structural about in-person, high-consideration selling generally, not a quirk of either individual data set.

Which region wins the most enterprise RFPs?

The UK, by a clear margin over other regions surveyed. Loopio’s 2026 RFP Response Trends & Benchmarks Report, which surveyed more than 1,500 proposal and bid teams worldwide, found UK teams post the highest regional RFP win rate at 47%, ahead of Europe’s 39% and North America’s 37%. The same report puts the overall average RFP win rate at 39% for 2026, with a five-year average of 45% across 2019 through 2026.

Figure 2: Average RFP win rate by region, 2026. Source: Loopio, 2026 RFP Response Trends & Benchmarks Report.

A ten-point gap between the UK’s 47% and North America’s 37% is large enough to matter for any team benchmarking itself against a global average rather than its own region, and it is a reminder that a win-rate benchmark pulled from the wrong geography can make a genuinely competitive team look like it is underperforming, or the reverse.

How does consulting’s win rate compare between typical and top firms?

By a wide enough gap to be worth naming specifically. SystemX’s consulting benchmark puts the typical win rate at 30% to 50%, with the strongest firms in the same data reaching 60%, a range that mirrors the HVAC contractor data above almost exactly despite covering an entirely different type of work.

Figure 3: Consulting win rate, typical range midpoint vs top firms. Source: SystemX.

The consistency across consulting and home-service trades suggests the gap between a typical and a top performer in high-consideration selling generally sits somewhere around 20 to 30 percentage points, regardless of what is actually being sold, which points toward process and follow-up discipline as the driver rather than anything specific to either industry.

Is a 20% close rate actually bad?

No, and treating it as a failure misreads what the number represents. Proposify’s State of Proposals 2026 report cites 20% as the broad industry-wide average close rate across all the proposals it analyzed, meaning a business converting at that level sits at the typical outcome, not an outlier worth panicking over. Flowcase’s own data shows just how wide the real spread runs underneath that average: the bottom 4% of professional-services firms sit below 10%, while the top 2% clear 80%.

Figure 4: Professional-services win-rate spread, bottom vs top firms. Source: Flowcase benchmarking data.

Figure 5: Highest reported win rates across the sourced benchmarks. Source: Flowcase, SystemX, and Loopio, as cited above.

A business sitting near the 20% baseline has meaningfully more room to move toward the 34% general B2B average, let alone the 60% to 80% top-performer range, than a single flat number ever communicates. Which industry pays slowest is a useful companion comparison for the same reason: both figures depend heavily on industry, and neither is a fixed law of doing business in a given field.

The Bottom Line

A quote or proposal win rate is not one number; it is a range that depends heavily on what is being sold and to whom. A small business converting quotes at 20% to 34% is squarely inside the range the general B2B data describes as typical, and the same reports that establish that baseline also show a clear, repeatable path toward the 50% to 80% range top performers reach, largely through the same low-cost mechanics covered elsewhere in this cluster: signature requests, structured quotes, and fast, disciplined follow-up. A BillyPaid quote builds the itemized structure and signature request in from the first send, the same baseline the sourced data above associates with the stronger end of every range in this report.

Frequently Asked Questions

How much does a quote or proposal win rate vary by industry? Widely. Flowcase’s professional-services benchmarking data puts the bottom 4% of firms below a 10% win rate and the top 2% above 80%, an eight-times spread within the same industry. Consulting sits at a 30% to 50% typical win rate per SystemX, with top firms reaching 60%, and B2B SaaS runs lower still at 20% to 30% per Outreach.ai, generally higher for SMB-focused sales teams.

Which region wins the most enterprise RFPs? The UK, according to Loopio’s 2026 RFP Response Trends & Benchmarks Report, which surveyed more than 1,500 proposal and bid teams worldwide and found UK teams post the highest regional RFP win rate at 47%, ahead of Europe’s 39% and North America’s 37%.

Is a 20% close rate actually bad? Not necessarily. Proposify’s State of Proposals 2026 report cites 20% as the broad industry-wide average close rate across all proposals it analyzed, meaning a business at that level is in line with the typical outcome, not an outlier. The spread above and below that baseline, from under 10% to over 80% in the most extreme professional-services benchmarks, is driven far more by industry and deal complexity than by any single business doing something wrong.

How does a small business’s quote win rate compare to a large consulting firm’s? A small business quote sent through a platform like Proposify closes at 34% on average, which sits inside the 30% to 50% typical range SystemX reports for consulting firms generally, though it falls short of the 60% top consulting firms reach and well short of the 80%+ a top professional-services firm can post per Flowcase’s benchmarking.

Sources and References

Proposify: State of Proposals 2026, industry-wide average close rate baseline, based on 742,137 proposals analyzed across 30 industries in 2025.
Loopio: 2026 RFP Response Trends & Benchmarks Report, regional RFP win rate breakdown (UK, Europe, North America) and overall average win rate, surveying more than 1,500 proposal and bid teams worldwide.
Flowcase, professional-services proposal win-rate benchmarking, bottom 4% and top 2% win-rate range, referenced via industry benchmark coverage of the platform’s book of business.
SystemX, consulting engagement win-rate benchmarking, typical and top-firm win-rate range, referenced via industry benchmark coverage of the firm’s client data.
Outreach.ai, B2B SaaS sales win-rate benchmarking, referenced via industry benchmark coverage of the platform’s sales-engagement data.
Service Roundtable and Nexstar Network, residential HVAC replacement close rate on in-home estimates, average and top-performer ranges, referenced via industry benchmark coverage of the associations’ member data.

Note: All figures verified as of August 2026.